United Fresh and the Produce Marketing Association (PMA) have decided to come together to form one association as of Jan. 1, 2022, a post on the United Fresh website says on March 31. The two organizations will continue to operate independently until next year while they finalize plans for the new association.
United Fresh is an association founded in 1904 which brings together companies from every level of the fresh produce supply. The PMA is a global trade organization representing companies from all segments of the fresh produce and floral supply chain, and was founded in 1949.
“The new association will bring together the strengths and resources of both United Fresh and PMA, while streamlining communication and service to the fresh produce and floral industries. And, importantly, the new association will be better positioned to drive increased produce consumption and floral demand,” the post says.
In the post, the two organizations say they have long recognized the potential synergies which might be achieved by combining efforts.
“PMA and United Fresh are no different in that both associations are committed to delivering the greatest possible member value despite the challenges brought by the pandemic. Coming together now is not driven by financial concerns, but by a true desire to maintain and build member value in the future,” the post says.
The groups are still working on deciding on a new name for the association. PMA’s Cathy Burns and United Fresh’s Tom Stenzel will work together through 2021 to build the new association, and then serve as co-CEOs through 2022. Following the launch Burns will become sole CEO.
The new organization will be led by a Board of Directors and multiple volunteer leadership groups, the post says. The new association will take into consideration past exhibit, sponsorship and membership support also as they develop a plan for future conventions and expositions.