The last name change for the Fresno-based group was in 1936, originally formed in 1921 as the California Growers and Shippers Protective League, according to its website. The association will continue operations from Fresno with new name, according to a news release.
The group’s strategic planning committee suggested changing the name last year after finishing a 5-year strategic plan, according to the release.
“Members were approached by the board to consider a new name which would encompass more of the commodities it represents, including fresh grapes and blueberries, plus deciduous tree fruit including peaches, plums, apricots, nectarines, pears, apples, cherries, figs, kiwis, pomegranates, and persimmons,” according to the release.
Courtesy CFFAChristopher Valadez, director of environmental and regulatory affairs for the California Fresh Fruit Association, packs fruit into lunch boxes in the association's Fresno office as part of the group's launch of its new name. The association, formerly the California Grape and Tree fruit League, delivered the lunch boxes to state officials.The organization has about 350 members. Its mission is to represent growers, shippers and marketers of “permanent fresh fruit crops,” except for citrus and avocados (which have their own trade organizations), by working with the state and federal governments, according to the release.
“While undergoing a name change is no easy task, little has changed as we’ve made sure to continue with our responsibilities as usual,” president Barry Bedwell said in the release.
“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. The California Fresh Fruit Association is exactly who we are and what we represent.”
Association officials are scheduled to present the new name to state officials in Sacramento during its annual Fruit Delivery on Aug. 12. An evening reception for association members and government officials is scheduled that day.