ANAHEIM, CA - With both the buy- and supply-sides of the industry remaining equally valuable and contingent upon each other’s successes, the Fresh Produce & Floral Council (FPFC) has found a new way to bring the two sectors even closer together as it has partnered with The California Grocers Association (CGA). In joining forces, the two associations will further link the Golden State’s retail and produce and floral supplier communities.

“We’re thrilled to be solidifying the on-ramp between produce and floral companies and the grocery retail industry,” said Don Gann, FPFC Executive Director. “California’s produce and floral providers are essential to the state’s food marketplace, and through this partnership, I’m confident we’ll foster a thriving link between FPFC and CGA.”

The FPFC and CGA will collaborate to grow membership and promote industry events, according to a press release. Additionally, the first-ever agreement between the organizations will include reciprocal information sharing as well as elevate marketing and advertising opportunities.

“Produce plays a vital role in the way consumers eat and how the grocery industry serves its customers,” said Doug Scholz, FPFC Senior Vice President, Business Development and Marketing. “This relationship offers our grocery community the chance to build a greater connection to these important grocery partners."

CGA primarily focuses on government relations, while FPFC is known for its events and networking opportunities, therefore bringing together two critical aspects of each respective industry.

Leaders from either of the associations believe that these key attributes will work in unison to help grow the organizations.

“We are looking forward to offering this newly formed partnership of both association members to expand relations, develop educational content, and connect with additional retail executives, purchasing teams, and companies in the Fresh Produce and Floral industry,” said FPFC 2021 Chairman, Sean McClure of Professional Produce.

How will this new partnership expand the growth and connection between buyers and suppliers? AndNowUKnow will bring you the latest answers.

Fresh Produce & Floral Council California Grocery Association