The produce industry teams with growers, florists, and shippers to turn America’s oldest presidential celebration into a hands‑on lesson in healthy eating and springtime color
The International Fresh Produce Association (IFPA) will put fresh carrots and colorful spring florals front‑and‑center when roughly 40,000 children and parents stream onto the White House South Lawn for the 147th Easter Egg Roll on April 21, 2025.
Invited by President Donald Trump and First Lady Melania Trump, the trade group is supplying snack‑size baby‑carrot packs, a “Bloom Bar” for DIY bouquets and a carrot‑seed‑planting station each designed to give families a hands‑on taste of produce at one of America’s oldest holiday traditions.
First staged by President Rutherford B. Hayes in 1878, the Easter Egg Roll has evolved from a simple race down the lawn to a full‑scale festival that now rivals major sporting events in attendance.
Organizers expect this year’s crowd to match the record participation levels seen in recent rolls, even with a chance of spring showers.
IFPA’s activation reinforces the event’s broader educational theme.
The association’s volunteers will guide children through planting carrot seeds in clear, compostable cups so kids can watch roots grow at home and through arranging take‑home bouquets using blooms donated by member companies.
Snack stations will hand out Grimmway Produce Group’s baby carrots, underscoring how ready‑to‑eat produce can compete with packaged treats for convenience.
“IFPA is pleased to share the joy of fresh produce and florals at this iconic event. Featuring fresh produce at our nation’s capital underscores its vital role in healthy living an essential part of our mission to remove barriers to nutritious food for all.”
Cathy Burns, IFPA CEO
The day’s logistics highlight the scale of private‑sector involvement.
Floral stems arrive from growers such as Sunshine Bouquet, Passion Growers, The Elite Flower and Mellano & Company, while Armellini Logistics and Keany Produce & Gourmet manage the cold‑chain deliveries necessary for peak freshness.
Branded sleeves from Decowraps keep each bouquet photo‑ready for social media and souvenir snapshots.
Beyond the produce pavilion, this year’s Egg Roll offers more than two dozen activity zones from NASA’s space‑exploration exhibit to Meta’s AI‑powered photo booth but the South Lawn itinerary released by the Office of the First Lady singles out IFPA’s “Bloom Bar and Carrot Planting” as one of only three food‑centric engagements.
Healthy‑eating advocates see the partnership as a high‑visibility classroom.
Families enjoy IFPA’s “Bloom Bar” at the White House, crafting spring bouquets and snacking on fresh baby carrots during the historic Easter Egg Roll | Image: Courtesy of IFPA
IFPA research shows that introducing children to fruits and vegetables in playful settings can increase consumption by as much as 25 percent over the following week.
Volunteers will reinforce that message by printing simple storage and recipe tips on each carrot‑bag label and bouquet sleeve.
While modern sponsors such as YouTube, Amazon and Meta contribute tech‑oriented attractions, agricultural donors remain the backbone of the egg roll just as egg farmers supply 30,000 hand‑dyed eggs for the iconic lawn race.
By pairing those eggs with vegetables and flowers, IFPA aims to broaden the holiday’s sensory palette and remind families that fresh produce belongs at every celebration.
Once festivities wrap up Monday evening, leftover carrots and bouquets will be redirected to Washington‑area shelters through DC Central Kitchen extending the day’s impact well beyond the White House gates.
For IFPA, that full‑circle journey from farm to family table captures the very “joy of fresh” its members hope to share.
