FRESNO, CA – The California Grape & Tree Fruit League has announced that it will be changing its name to the California Fresh Fruit Association, a name with a nice ring if you ask me. According to a press release, the California Fresh Fruit Association believes that this new name will better reflect the diverse community of growers it represents.

“While undergoing a name change is no easy task, little has changed as we’ve made sure to continue with our responsibilities as usual,” said Barry Bedwell, President of the California Fresh Fruit Association. “As we began the process, we wanted to proceed with a name that accurately represents our members and the commodities they provide. We couldn’t be happier with our selection – California Fresh Fruit Association is exactly who we are and what we represent.”

According to a press release, the Strategic Planning Committee of 2013 was the first time the question of a name change was presented. With the completion of the Association's 5-year strategic plan, members were asked by the Board of Directors to consider a transition to a name which would better represent its multitude of members who grow an incredible variety of fruits such as grapes, blueberries, peaches, plums, apricots, nectarines, pears, apples, cherries, figs, kiwis, pomegranates and persimmons.

The new name will be formally presented to executive and legislative officials in Sacramento, CA during the Annual Fruit Delivery on Tuesday, August 12th from 10:30am to 12:00pm. Afterward the Association will be celebrating this big move with an evening reception for government officials and Association members at the Esquire Grill.

According to a press release, with the exception of the name change the Association plans on continuing to conduct business as usual. It will continue advocating for the interests of its associated growers, shippers and marketers in Sacramento and Washington D.C. Its headquarters will remain in Fresno, CA.

California Fresh Fruit Association