Fruit group changes name to California Fresh Fruit Association

08/08/2014 08:14:00 AM
Vicky Boyd

California Fresh Fruit AssociationThe Fresno-based California Grape & Tree Fruit League has changed its name to the California Fresh Fruit Association to better reflect the commodities it represents.

The changed had been in the works for nearly a year after the group's strategic planning committee completed a five-year strategic plan, according to a news release.

The board of directors then approached the group's 350 members about the new name, which denotes the broad range of fruit they grow, pack and ship.

Among those commodities are table grapes, blueberries, stone fruit, pears apples, cherries, figs, kiwis, pomegranates and persimmons. The association does not represent citrus and avocados, since other groups have that role.

“While undergoing a name change is no easy task, little has changed as we’ve made sure to continue with our responsibilities as usual,” president Barry Bedwell said in the release.

The association dates back to 1921 with the California Growers and Shippers Protective League and 1936 with the California Grape Growers and Shippers Association. Those two merged to create the California Grape & Tree Fruit League.



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