Welcome to the final installment of our four-part blog series on the new administration’s campaign promises, their potential impact on segments we work with at Kiterocket and helpful marketing strategies to take. If you are in U.S. food-related industries, this one is for you.  

Hoping for Food Industry Stability Amidst Deportations & Tariff Talk

 Well, we’re here:

“The Trump administration has hit the ground running on its pledge to begin mass deportations of migrants in the country illegally, conducting high-profile raids in cities from New York to Denver over its first full week.” – Newsweek

With the new administration’s goal of ultimately deporting 11M individuals, many in U.S. food-related industries are concerned. And rightly so. For example, 42% of immigrants in agriculture are undocumented, making them a target for deportation under President Trump’s policies—and there is no question that a shortage of labor could completely disrupt the food supply chain.

To make matters potentially worse, Trump’s plan to impose 25% tariffs on imported products, like coffee and avocados, could severely drive-up prices for the average consumer.

But… just like any outlook, there’s always the possibility of a brighter future than one might initially think. There is evidence to show that the new administration will offer continued support for legislation that helps to buoy food-related industries, such as the Farm Bill and American Relief Act of 2025. And a surprise reversal on the decision to freeze federal loans and grants is sure to have many already breathing a sigh of relief.

Keep reading to learn more about the potential future of food systems over the next four years and explore a few steps to raise vital awareness and brand support.

The Impact of Mass Deportations on Agriculture

Trump’s executive orders, which revoke Biden-era guidelines limiting enforcement actions by Immigration and Customs Enforcement (ICE), will likely have the biggest impact on the agricultural sector, where immigrants make up about 61% of the workforce.

Right now, many farmers are concerned about losing skilled growers who have been here since the 1980s and 1990s. Not only that—resulting labor shortages would significantly drive up the cost of produce harvested through intensive manual labor, including strawberries, blueberries, and other crops that require handpicking.

And that doesn’t include potential impact on the dairy sector, which also heavily relies on immigrant labor – with estimates suggesting that immigrants make up about half of that workforce.

All that said, there are signs the new administration understands potential challenges ahead, due to deportations. When asked how these efforts would affect the labor supply for farmers and ranchers, Brooke Rollins, the leading nominee to oversee the U.S. Department of Agriculture, said that if confirmed she would work with Congress to address worker shortages through existing labor programs.

Armed with the current backing/support from over 400 agricultural groups, Rollins added that the department would “do everything we can to make sure that none of these farms or dairy producers are put out of business.”

We shall see.

How Will Tariffs Affect U.S. Food Systems?

As you may be aware by now, Trump has announced plans to impose 25% tariffs on forty percent of all imports from countries, like Canada and Mexico, and an additional 10% tariff on goods from China. Not only would this lead to potentially skyrocketing prices for the average American consumer, but it could also lead to more retaliation tariffs from our trade partners – which would hit our farmers and fisherman hard, as most of US grown produce and protein is sent overseas.

In fact, a study by the American Soybean Association and National Corn Growers Association reveals significant risks to the U.S. agricultural sector from potential trade retaliation, including steep declines in soybean and corn exports, falling prices, and multi-billion-dollar losses in production value. States reliant on agricultural exports, like Iowa and Illinois, could face severe economic impacts, including layoffs or worse.

And, on the other side of the coin, 80% of all seafood consumed in the U.S. are imports – much of it from Canada. If Trump goes through with his potential plan to impose a 25% tax on all products entering the country from our neighbors to the north, our seafood industry supply chain could be even further disrupted.

However, there is evidence to show that Trump will in fact work to protect the U.S. agricultural market. During his first term, the USDA created a fund to aid soybean and wheat farmers affected by Chinese retaliatory tariffs. Moreover, if confirmed, Rollins stated she would ensure the USDA is ready to offer similar financial support in the event of another trade war.

Also, some seafood industry experts expect benefits such as reduced regulations and increased access to protected fishing areas, reflecting initiatives from Trump’s first term. Although, while these moves might be great in the short term, it’s hard to imagine how they would be good for our environment in the long run… Again, we shall see.

Farm Bill Status: A Mostly Positive Outlook

Passed every five years, The Farm Bill (also known as the Agriculture Improvement Act of 2018) is a comprehensive U.S. law, designed to oversee agricultural subsidies and address priorities, like sustainability, and economic challenges.

The good news here? In December 2024, Congress extended the 2018 Farm Bill for another year, maintaining essential programs like crop insurance, conservation initiatives, and food assistance program benefits. Plus, recent passing of the American Relief Act of 2025 includes a second extension of the 2018 farm bill and $2.5 billion in additional aid to be distributed through USDA.

And it would seem that the Farm Bill has strong, ongoing support from the right side of the government, with House Agriculture Chairman, Glenn “GT” Thompson (R-PA) saying he hopes to pass a new version in 2025 that addresses the ongoing decline in farm income. Also, other House Agriculture Committee leaders have vowed to protect food assistance programs, like SNAP, from proposed $300 billion in budget cuts.

Needless to say, the new administration and the Republican lawmakers are coming in with a goal of making cuts across the board – making a new Farm Bill vulnerable to potential conflicts over funding:

“If SNAP gets cut, people are going to suffer. People are going to struggle, and they will remember that come the next election day.” – Salaam Bhatti, Director at Food Research & Action Center (FRAC).

Moving Forward: Advocacy Through Marketing Strategies

No doubt, the future of food systems remains uncertain, with many challenges ahead. And while the federal freeze may have been averted for now, nothing is set in stone. That’s why this is the time to raise awareness about the need to protect and fund our farmers, fisherman, and beyond. If this is your field, using your marketing arm can be a great way to highlight their importance—and share how your brand is making a difference.

Here are four potentially helpful strategies to explore:

  • Leverage Sustainability & Social Responsibility – Position your brand as a leader in food sustainability by highlighting initiatives that address food security, climate change, and regenerative agriculture. Showcasing partnerships with organizations tackling these issues can build trust and differentiation.
  • Engage in Advocacy-Based Marketing – Collaborate with policy and government affairs teams to communicate your brand’s role in shaping industry regulations. Use storytelling, content marketing, and social media to highlight your influence on food and farming policies.
  • Create Educational Campaigns on Food Waste and Sustainability – Develop content that informs consumers about food waste reduction, composting, and responsible sourcing. Utilize blogs, social media infographics, and video series to engage audiences and showcase sustainability best practices.
  • Promote Renewable Energy and Climate-Smart Solutions – Highlight your company’s contributions to renewable energy. Position your brand as a leader in sustainable agriculture and climate-friendly innovations to attract eco-conscious consumers and partners.
  • Strengthen Supply Chain Transparency and Farmer Partnerships – Emphasize ethical sourcing, fair trade commitments, and support for rural development. Use storytelling through farmer interviews, behind-the-scenes content, and sustainability certifications to reinforce consumer trust and loyalty.

By integrating these strategies into your marketing efforts, you may be able to drive meaningful change in the food industry while strengthening your brand’s impact. Advocacy through marketing is more than just a business opportunity—it’s a chance to support the farmers, fishers, and communities that sustain us all. Now is the time to take action, amplify your message, and be a catalyst for more sustainable and resilient future of U.S. food systems.