Word association: International Fresh Produce Association
What is the first thing you think about when you hear the words "International Fresh Produce Association?"
We know what comes to mind when we think of United Fresh and PMA, but what about this new, combined association? We don't really know yet.
I asked the Fresh Produce Industry Discussion Group on LinkedIn this question:
Here are just a few responses:
- Produce industry clout!
- Watch the focus
- Different name, same story
While some may be skeptical of trade associations in general (one commenter suggested "detached from industry"), the fact is that the International Fresh Produce Association represents industry interests at the national level.
There will be no other national association to represent the diverse interests of the fresh produce industry.
How will the association strike the responsible tone with issues like retail concentration, seasonal trade protection and advocacy efforts versus a marketing hyper-focus?
PMA and United finally came together, as much of the industry has long wanted to see. Now that the dream of one association has arrived, expectations will be higher than ever. Refer to the truth that "no good deed goes unpunished."
While it is hard to pin down a particular identity for the IFPA right now, that will change in time.
In a time of transition and changing culture, the professional and volunteer leadership of IFPA will be challenged to build the brand of the association as it finds its full-throated voice to advocate for the industry.
