The International Fresh Produce Association has named Deborah Zoellick as its new director of floral programs.
Zoellick previously served as a sourcing manager for Walmart and has almost two decades of floral expertise, according to a news release. She succeeds longtime IFPA staffer Becky Roberts, who retires in March 2023.
“I am beyond excited that IFPA’s floral community will have a new staff leader who matches Becky’s enthusiasm for, and understanding of, the nuances and intricacies of the cut flower and plant supply chain,” IFPA CEO Cathy Burns said in the release. “Deb will provide valuable line-of-sight to the issues facing floral today and leverage an established worldwide network of connections to bring more value to our floral membership.”
IFPA has prepared several upcoming programs over the next few months to give its floral members resources to grow their businesses. These include the Floral Conference in Anaheim on March 7, a floral virtual town hall featuring the experts from Pantone on March 22 and the Floral Conference in Miami on May 23.
“It’s always been said that, once you’re in the produce and floral community, it’s hard to truly say goodbye. While I’ve enjoyed the last six months of retirement, I felt floral calling my name and wanted to find an opportunity to give back,” Zoellick said in the release. “I’ve known Becky for years and appreciate and respect the commitment IFPA (and legacy PMA) made to floral. Now I have a platform to further enhance that commitment and help grow opportunities and connections for the global floral industry.”
Zoellick will attend the upcoming Floral Conference in Anaheim. The topic of this year’s event is on consumer trends research, and Chris Carbone of Kantar will present six areas of opportunity for the floral industry.
“The floral industry is a key component of the fresh supply chain and the community and our members are an integral part of the IFPA,” IFPA Chief Membership Officer Miriam Wolk said in the release. “We are excited about Deb’s experience and passion for the floral sector and look forward to working with her to build value for the community. We’re also grateful to Becky for her many years of service and leadership.”
