The International Fresh Produce Association (IFPA), the influential new association serving the entire U.S. fresh produce and floral supply chain, officially began operations on January 1, 2022.
The new organization was born when the two most influential organizations in the nation’s agricultural industry, the United Fresh Produce Association and the Produce Marketing Association, decided to create an innovative partnership.
Cathy Burns and Tom Stenzel, leaders of PMA and United Fresh, respectively, now share co-chief executive officer duties for guiding the direction of the International Fresh Produce Association.
IFPA’s goal is to represent the diverse interests of the fresh produce industry at the national level and integrate global advocacy and support for the sector thoroughly.
Building on a combined history of strong volunteer leadership, the new Board of Directors will work collaboratively with the International Fresh Produce Association to provide guidance and expertise to industry members throughout the floral, fruit, and vegetable supply chains.
“In assembling this Board of Directors, we sought to strike a balance between individuals with solid experience from serving on United Fresh and PMA volunteer groups and emerging leaders who will bring new perspectives and opinions to drive the new organization forward and generate solutions that address industry issues,” said Danny Dumas, president of Courchesne Larose USA Inc.
Core priorities of the new partnership include a commitment to all sectors of the fresh flower, fruit, and vegetable supply chains, a commitment to growing demand and profitability, and a commitment to global participation.
Bruce Taylor, CEO of Taylor Farms, was named president of the International Fresh Produce Association. “I am excited about the opportunity to lead and collaborate with this Board of Directors. In collaboration with the staff, this group will help set the strategic tone and direction as we achieve the seven strategic priorities that were shared when the new organization was announced in March. I can’t wait to get started.
Tom Stenzel and Cathy Burns explained that the International Fresh Produce Association would be offering its international members marketing and advertising assistance when they arrive in the U.S. to do business with Hispanic and Anglo markets.
“It will be a critical factor to make sure we are reaching out to our members around the world. We fully appreciate that our primary constituency is still North America, but that in no way excludes international. So the inclusion of international in the new brand was very intentional. We see that the association can bring tremendous benefits to certain markets with Asia being one of them, and those same markets, in turn, are a very fertile export destination for North America as well,” said the two IFPA leaders.
Stenzel and Burns added that the opportunity to provide information on either consumer trends to support their promotional efforts, seeking resources in all countries and around the world, has been very important not only to their members in the United States but also to their members outside the country. This work will continue and grow as the International Fresh Produce Association seeks to expand its promotional efforts worldwide.