FPFC Board Adopts New Mission Statement, Sets New Priorities
by Fresh Produce & Floral Council (FPFC)
Posted: 2017-11-17 09:05:41 EST

ANAHIEM, CA - During their annual retreat on November 11th, the Board of Directors of the Fresh Produce & Floral Council (FPFC) voted to change the association’s mission statement to reflect new strategic priorities.  The Council’s new mission statement is:

The mission of the Fresh Produce and Floral Council is to connect members to the information, education and professional network they need to increase knowledge, grow their businesses and collectively advance the industry.

“The new mission statement was a product of the Board’s strategic planning sessions this year,” says FPFC Chair Connie Stukenberg of the California Avocado Commission. “We believe our members will be pleased to see the new programs we develop to support it.”

With the new mission statement has come new strategic priorities, most notably, growing the membership and providing more educational opportunities.

As part of this undertaking, the FPFC has already begun a search for candidates for the newly-created Vice President of Business Development position.  The VP of Business Development will work to increase the Council’s membership and reach with the support and guidance of a new Membership Expansion Task Force, to be chaired by Brian Cook of Pete’s Living Greens.

The VP of Professional Development will also be involved in a strategic assessment of the FPFC’s position in the industry. The results of that research will inform changes to the Council’s services and member benefits going forward under the direction of the new mission statement.

Stukenberg says, “We want to assure the Council’s position as the premier association in the West by expanding our membership and continuing to provide value to our membership.”

Additionally, the Board voted to create a Professional Development Task Force, Chaired by Andrew Bivens of Westlake Produce Company. The task force will begin a needs assessment and lay the groundwork for a professional development program administered by the FPFC.

“With the success of the FPFC Apprentice Program came the idea of a Professional Development program for mid- to senior-level professionals in our industry,” Stukenberg says. “Of course, it will require some assessment and research, but we look forward to meeting our members’ needs in the area of professional development as we have done providing training for their less experienced employees.”

For more information, please contact the FPFC office at 714-739-0177.

Source: Fresh Produce & Floral Council (FPFC)