November/December 2021 - 25

WWW.UNITEDFRESH.ORG
UNITED FRESH
Welcoming the International Fresh
Produce Association
The leade rs of
By Ben Massoud
Communications
manager, United
Fresh Produce
Association
the former United
Fresh and Produce
Marketing Association
b e l ie v e t o d a y ' s
indust ry members
need an association
that speaks with
a more un i fi ed ,
authoritative voice;
demons t r at e s
i t s
relevance to the world
at large; advocates for
member interests; and unleashes a
new understanding of fresh produce.
The legacy organizations chose
not just to combine their efforts
but to transform them, forming
a new organization entirely. Enter
the International Fresh Produce
Association, the largest and most
diverse international association
serving the entire fresh produce and
floral supply chain, and the only to
seamlessly integrate world-facing
advocacy and industry-facing support.
Launching Jan. 1, 2022, the
association will grow prosperity for
the fresh produce and floral industries
by conducting advocacy; connecting
people and ideas; and offering guidance
that allows us all to take action with
purpose and confidence.
" The beaut y
of the se two
organizations coming together is the
complementary nature of what we each
did individually and now bringing
them together col lect ively. We
committed to having one trade show,
which has eliminated duplication for
the industry, " said IFPA co-CEO Cathy
Burns during the new association's
press conference in October. " We used
the challenges of the past 18 months
as an opportunity to create value in
terms of how the industry can respond.
This
showed the agility of both
organizations, and we are absolutely
taking that forward. "
" The beauty of these two organizations coming
together is the complementary nature of what
we each did individually and now bringing them
together collectively. "
- CATHY BURNS, IFPA CO-CEO
Developed by board leaders from
PMA and United Fresh, IFPA's priorities
include commitments to serve all
sectors of the fresh produce and floral
supply chains; provide expertise and
business solutions in food safety, new
technology, supply chain management,
sustainability, leadership and talent
development, business operations,
marketing and other areas; enhance
business -to-business sales and
marketing connections across the
produce and floral supply chains;
and spur demand creation to inspire
consumers to embrace produce and
floral products as essential parts
of their lives and in turn increase
profitable sales of members' products.
In addition, the new association
aims to drive government advocacy
and leadership to build and maintain
a posit ive business cl imate in
the United States and the North
American market; engage globally
with international bodies and allied
organizations to promote free and fair
trade, international harmonization
of standards, and worldwide growth
in consumption; and unite all sectors
of the diverse supply chain to better
understand its interconnections and
support efficiency and profitability.
The IFPA Executive Committee is led
by IFPA Chairman Bruce Taylor, CEO of
Taylor Farms. Laura Himes, divisional
merchandise manager for produce at
Walmart, serves as chair-elect and
Patrick Vizzone, head of food, beverage
and agribusiness at ANZ Banking, serves
as secretary-treasurer. United Fresh
Chairman Danny Dumas, president of
Courchesne Larose USA Inc., and PMA
Chairman Dwight Ferguson, president
and CEO of the California Agricultural
Leadership Foundation, will also
serve as past chairs on the committee.
Martha Hilton, vice president of
produce and floral merchandising at
Wegmans Food Markets, serves as IFPA
Foundation chair.
" It's important to me that I truly
believe in the strategy and vision
of the International Fresh Produce
Association, because the challenges
ahead of us and our industry are
complex and unprecedented, " said
IFPA Chairman Taylor during the
October press conference. " The work
that is ahead of us will require all of us,
everyone from agile and industrious
entrepreneurs to established and wellresourced
multinational companies.
The International Fresh Produce
Association has a place for everyone. "
Also debuting in January is The
Foundation for Fresh Produce, the
association's new foundation to succeed
the United Fresh Start Foundation and
Center for Growing Talent by PMA.
The foundation operates with a vision
to grow a healthier world through
increased access to fresh fruits and
vegetables.
Stay tuned for more updates as
the new association makes its mark
in 2022 and beyond. Visit www.
thisisbettertogether.com for more
information.
PRODUCE PROCESS ING
25
http://WWW.UNITEDFRESH.ORG http://www.thisisbettertogether.com
November/December 2021

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