A new global trade association has been created by the boards of directors of the Produce Marketing Association (PMA) and United Fresh Produce Association (United Fresh), whom reached an Agreement in Principle to combine their resources and expertise. The new trade association will enhance member services, increase advocacy before government and the public, help members grow their businesses, and drive consumption of fresh produce and demand for floral products as a vital cornerstone of public health.
The new association will be launched on January 1, 2022. Until then, the two associations will continue to operate as independent organizations.
Recently, PMA CEO Cathy Burns and United Fresh CEO Tom Stenzel worked with a group of board leaders from each association to develop strategic commitments for the new association, which will serve as the core of the Agreement in Principle.
The commitments include:
- Commitment to serve all sectors of the global fresh produce and floral supply chains, growing its global membership and participation.
- Commitment to government advocacy and leadership to build and maintain a positive business climate in the United States and the North American market so critical to its members’ success.
- Commitment to global engagement with international bodies and allied organizations to promote free and fair trade, international harmonization of standards, and worldwide growth in consumption.
- Commitment to providing expertise and business solutions in food safety, new technology, supply chain management, sustainability, leadership and talent development, business operations, marketing and more.
- Commitment to bringing all sectors of its diverse supply chain together to better understand its interconnections and support efficiency and profitability throughout the chain.
- Commitment to enhance business-to-business sales and marketing connections across the produce and floral supply chains.
- Commitment to demand creation to inspire consumers to embrace produce and floral products as essential parts of their lives, while increasing profitable sales of members’ products.
Burns and Stenzel will be co-CEOs of the new association throughout 2022. After that point, Burns will be the sole CEO.
The volunteer leadership, governance and membership structure, and 2022 business plan for the new association will most likely be in place and shared with the membership in Fall 2021.