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.
The California Fresh Fruit Association will formally present its new name to executive and legislative officials its annual fruit delivery Aug. 12 in Sacramento. And to celebrate this important milestone, an evening reception with government officials and California Fresh Fruit Association members will follow.
The membership-based organization is one of the oldest agricultural trade associations in California, dating back to 1936 with the merger between the California Growers & Shippers Protective League and the California Grape Growers & Shippers 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 like 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.
With support from the board of directors and the organization's nearly 350 members, the California Fresh Fruit Association proceeds with business as usual under its new name, advocating for fresh fruit growers, shippers and marketers. The association's headquarters will remain in Fresno, CA.
"While undergoing a name change is no easy task, little has changed as we've made sure to continue with our responsibilities as usual," Barry Bedwell, president of the California Fresh Fruit Association, said in a press release. "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."