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Cathy Burns and Tom Stenzel, co-CEOs of the International Fresh Produce Association, were joined by industry leaders to share updates on the new product and flower association. During the briefing, IFPA Executive Committee member Dwight Ferguson announced that the Floral Marketing Alliance will be launched with the new association in January 2022.
“The International Fresh Produce Association will be the association of the floral marketing community that has been growing since the 1970s,†said Ferguson, president and CEO of the California Agricultural Leadership Foundation. “By launching the Floral Marketing Alliance, we are strengthening our commitment to the floral community and formalizing our role as an association representing our floral members throughout the supply chain by actively partnering with organizations that promote the consumption of flowers in the mass market. ”
The Floral Marketing Alliance will be led by highly engaged Floral volunteers and will be an addition to the portfolio of programs, resources and ideas the committee generates for the industry. There will be more details for members on how to volunteer to support programs and initiatives supporting the floral industry.
In addition, the floral community will be represented on the Board of Directors of the International Fresh Produce Association by industry leaders Carlos Oramas, CEO of Gems Group, Inc., and Debora Steier, vice president of Floral at Albertsons Companies. .
Floral Members are encouraged to mark their calendars with at least 4 events over the coming year where the industry can come together and connect with new partners, hear about the latest research and discuss industry efforts. to address the challenges facing the mass market floral supply chain. These events include:
* January 7 – Flower Buyers Sourcing Meetings
* March 29 – The Floral Conference, Anaheim, California
* May 24 – The Floral Conference, Miami, Florida
* October 27-29 – The Global Produce and Floral Show, Orlando, Florida
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