PMA, United Fresh leaders preview new association

How is preparation for the new association going?

Tom: Things have been moving along rather well. There’s still lots of work left to do, but we’re otherwise on target!

Cathy: We have over 35 workstreams that we are executing against to launch the new association, all with the member needs at the center of our discussions.  Exciting to see it coming together.
 
 

What are some things you are doing to prepare staff/members for a changed “culture?”

Tom: We’ve been meeting with the senior management team weekly, and each of their teams are now meeting with all staff. With the January launch getting closer, there’s a lot of planning that is bringing the groups closer together.

Cathy: I’ve always believed in the saying that “culture eats strategy for breakfast,” as culture is how the work of any organization gets done and key to executional excellence. 

From a member perspective, the feel of the new association – that there’s a dedicated group of experts and individuals who want to see members across the global fresh produce and floral communities prosper – will be very familiar.
 
 

What has surprised you so far about the process of coming together?

Tom: A couple of surprises, if you want to call them that, are how much opportunity is in front of us to serve the industry as well as how much we share a common vision.

Cathy: I agree. At the end of the day, both PMA and United strive to help their members and industry succeed as well as create a healthier world through fresh produce and floral. 
 
 

What have been the biggest points of friction and how have you overcome them?

Tom: Honestly, there’s been very little friction. Open and honest conversation wins the day.

Cathy: It’s been inspiring to see the PMA and United teams embrace this new opportunity in front of them, to spend time thinking about what is possible.
 
 

How can a new association fully represent the interests of both domestic growers, global marketers, and retailers?

Tom: We have far more in common than differences with multiple sectors in the industry, whether global/local or buyer/seller. Again, open and honest communication will guide our operations and conversations.

Cathy: The board of directors for the new organization will reflect our worldwide community, with leadership from domestic and global interests being represented. As we begin a new chapter for our industry in January, there will inevitably be issues that industry will have varying opinions on. When these arise, I would ask that members reach out and share those with us.
 
 

What are a few of the “frequently asked questions” from members?

Tom: One of the questions I get asked often is “How can I volunteer to be part of the new association?” 

Cathy: I get the same question, which is great and a reflection of how willing leaders in the industry are when it comes to giving back and participating in the new organization. I also get “What’s the new name?” and “How are the staffs feeling about coming together?”

Where are we in the process of naming the merged association? Has that been easier or harder than anticipated?

Tom: It was a lot of fun working with the staff team on our new name, which is coming soon.

Cathy: We had planned to debut the new name at Fresh Summit, but those plans changed so we’re working to identify the best way to unveil our new brand and identity.
 
 

As COVID-19 has disrupted so many events, how will you approach “membership dues” as a combined organization? What is the right balance between event revenue and membership dues, now and going forward for the combined group?

Tom: Stay tuned. There is lots more to come on all of this.

What is the one thing you would like industry members to know as you get closer to the new year and a combined group?

Tom: Every member company should be able to see themselves in our new association. We work for them, and they own our association.

Cathy: Our guiding principle was the strong shared belief that we will be Better Together. Using our combined resources and expertise, together we will enhance member value, increase advocacy before government and the public, help members grow their businesses, and drive consumption of fresh produce and demand for floral products as a vital cornerstone of public health. Our industry will have powerful, unified voice to increase demand and remove barriers for consumption.