September 13, 2006

Group Announces New Programs, Logo During Conference

The merger between United Fresh Fruit and Vegetable Association (UFFVA) and the International Fresh-cut Produce Association (IFPA) became official Sept. 12 during the Washington Public Policy Conference. The new organization is known as United Fresh Produce Association, or just United Fresh.

The groups have been working as one since August, but were waiting until a new logo and new initiatives could be introduced to make the announcement official.

A noticeable difference, besides the new name and logo, is the organization of leadership at United Fresh. Tom Stenzel will head the new organization as president and chief executive officer – he was formerly UFFVA’s president and CEO. Former IFPA president Jerry Welcome serving as executive vice president for business development.

The board of directors will be co-chaired by Maureen Torrey Marshall of New York’s Torrey Farms and Mark Miller of Fresh from Texas. They will serve until May, when chairman-elect Emanuel Lazopoulos of Del Monte Fresh Produce will become chair. The new board of directors has 46 members, but Stenzel said one of the goals is to slowly reduce that number to about 30 over the next few years.

Members will likely see a change in renewals next year. United Fresh will be evaluating its membership fees, and Stenzel said companies that were members of both groups would be saving money. Membership renewal will begin in January 2007, and information on fees will be available before that date.

Merging the two groups has been smooth, both Stenzel and Welcome said. Both groups had the same vision, and Welcome said the staffs of both groups were committed. The idea to form a partnership was formed one year ago, based on becoming a unified voice for the industry, not on saving money.

“This merger is more about enhancing member value than it is about cost,” Welcome said.

United Fresh has 22 employees. This year, it will operate on a $7.2 million budget, with $500,000 for research and education.

“We will run a lean and mean association,” Stenzel said.

Trade Shows

United Fresh announced there would continue to be two shows, although in the future the dates would move so that they do not overlap. The Chicago show, scheduled for May 2007, will be called United Fresh Marketplace, and IFPA’s Fresh-cut Expo has become United Fresh Tech, scheduled for Palm Springs, Calif., in April 2007.

Welcome said Fresh Marketplace would continue to showcase and market exhibitors’ final products. Fresh Tech will highlight the new technology and ideas that bring final products to the marketplace.

Bringing the two groups together would benefit both trade shows, Welcome said. The added membership will add more than 1,000 potential exhibitors to Fresh Tech, and IFPA’s international members will add a global focus to United Fresh.

Executive Program

The first program introduced by the unified group had its debut Sept. 12. United Fresh and Cornell University will offer the Produce Executive Development Program for the produce industry.

The program will run for five days at Cornell in March 2007. Registration information will be available this fall.

Staff Changes

Three other staff members have been promoted during the merger. Robert Guenther will serve as senior vice president of public policy for United Fresh; Jim Gorny is now the senior vice president of food safety and technology; and Victoria Kuhns will serve as the senior vice president of member services.


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