Aug 11, 2014

League changes name to California Fresh Fruit Association

The California Grape & Tree Fruit League has officially changed its name to the California Fresh Fruit Association – an identity its members believe better defines the broad types of commodities it represents, according to an association press release.

The membership-based organization is one of the oldest agricultural trade associations in California, dating back to 1921 with the California Growers and Shippers Protective League, and 1936 with the California Grape Growers and Shippers Association. Together, these organizations merged into the California Grape & Tree Fruit League, which is now the California Fresh Fruit Association.

The possibility of a name change was presented by the association’s strategic planning committee in 2013, upon the completion of its five-year strategic plan. Members were approached by the board of directors to consider a new name that would encompass more of the commodities it represents, such as fresh grapes, blueberries and deciduous tree fruits including peaches, plums, apricots, nectarines, pears, apples, cherries, figs, kiwis, pomegranates and persimmons. In summary, the association represents the state’s permanent fresh fruit crops with the exception of citrus and avocados, according to the press release.

With support from the board and the organization’s nearly 350 members, the California Fresh Fruit Association will proceed with business as usual under its new name, advocating for fresh fruit growers, shippers and marketers in Sacramento and Washington, D.C. The California Fresh Fruit Association’s headquarters will remain in Fresno.

“While undergoing a name change is no easy task, little has changed as we’ve made sure to continue with our responsibilities as usual,” said Barry Bedwell, president of the California Fresh Fruit Association. “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. California Fresh Fruit Association is exactly who we are and what we represent.”