The new organization created by the merger of two major trade associations representing produce and floral in the mass market has a name: International Fresh Produce Association.
When the new organization launches Jan. 1 it will bring the Produce Marketing Association (PMA) and United Fresh together to pool resources and clout. A virtual news conference last week announcing the name also revealed the breadth and scope of the new association, which includes a new board of directors, several new events and the launch of a Floral Marketing Alliance.
The new association will have six executive officers and a 30-person board of directors. Of these, 19 are “at-large”; two directors represent floral, while others head up councils specific to various market segments and concerns, from sustainability to U.S. government relations. The volunteer board will be supported by an administrative staff of more than 80 people.
The new organization’s name emphasizes the global nature of the industry and its supply chain. While the IFPA’s core constituency is in North America, the association intends to reach out to international members and markets.
Prior to the merger, each of the two associations hosted its own trade show and convention. Going forward, 2022 will see one major event, The Global Produce and Floral Show, scheduled for Oct. 27-29 in Orlando, Florida. IFPA will also host two events, each called The Floral Conference, in 2022: one in Anaheim, California on March 29, the other in Miami on May 24.
Details about the proposed Floral Marketing Alliance were not yet available, other than the intention to, in the words of IFPA board chair Bruce Taylor, “get consumers to buy more flowers.” Executive committee member Dwight Ferguson made this statement: “In launching the Floral Marketing Alliance, we are furthering our commitment to the floral community and formalizing our role as an association representing our floral members across the supply chain by actively partnering with organizations who promote the consumption of mass-market floral.”
Of the two associations, United Fresh is the older, founded in 1904. In recent years, United Fresh has allied with the International Floriculture Expo by coordinating their trade shows so that buyers and exhibitors could easily attend both at once.
Launched in 1949 as the Produce Prepackaging Association, PMA changed its name to Product Marketing Association in 1970, and formed a Floral Marketing Division in 1974. Its annual Fresh Summit International Convention & Exposition has served as an important educational and networking forum for players in mass market floral.
IFPA’s announcement committed the association to high-minded strategic commitments, including to sustainability, mitigation of climate change, and DEI (diversity, equity and inclusion) in the produce industry. More information about IPFA can be found here.
Bruce Wright is a contributing writer for the Society of American Florists.
