The People's Republic of China's (PRC) impact for the produce industry is hard to calculate at this time. However, a number of produce companies and regional partners are dedicating a significant amount of time assessing the potential threats and opportunities China poses. At this time evidence suggests the PRC may have a difficult time gaining access to the U.S. market for a broad range of produce items, their impact, nevertheless, will be felt in third country markets throughout Asia and soon the Middle East. As these impacts are still being calculated and examined, we need to be proactive with the government in addressing the role China will play in future ventures within the produce industry.