Fresh Produce & Floral Council

Name

Fresh Produce & Floral Council

Legal name

Fresh Produce and Floral Council

Website

https://fpfc.org

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Trade Association Services

NAICS

Fruit and Vegetable Retailers (445230), Fruit and Vegetable Retailers (44523)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Fresh Produce Wholesale Distribution (CRAOAAAC), Fresh Fruit Wholesale (AFAIACAA)

Keywords

• Trade association services
• Produce industry networking
• Floral industry events
• Membership association programs
• Industry education services

Headquarters

HQ city

Perris

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. Membership Dues: Annual membership fees from produce companies, floral companies, allied/adjacent companies, and retail organizations. Retailer membership includes complimentary event access with travel/lodging reimbursement.
2. Event Sponsorships: Multi-tiered sponsorship packages ranging from Executive, Senior, and Standard levels, plus a la carte sponsorship opportunities at specific events including Platinum Elite ($9,000), Gold Premium ($7,000), and Silver Supporting ($5,000).
3. Event Registration Fees: Revenue from event admissions including Showcase Early-Bird Admission ($895), Exhibit Hall Only Pass ($350), Day at the Capital registration ($335), Women's Leadership Summit ($85), and exhibitor all-access passes ($5,000).
4. Apprentice Program Donations: Tax-deductible donations to the FPFC Apprentice Program supporting professional development of next-generation industry leaders.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Fresh Produce & Floral Council is a nonprofit trade association that connects produce and floral supply chain professionals through membership programs, industry events, and professional development initiatives. Its core offerings center on the annual Produce & Floral Holiday Showcase (a curated 50-booth exhibition and education event), the Fresh and Fierce Women's Summit, and the FPFC Apprentice Program for industry mentorship. Supporting content includes the Fresh Perspectives Podcast and Fresh Digest member magazine.

Product overview

Fresh Produce & Floral Council is an industry association serving the fresh produce and floral sectors since 1965, operating as a unified membership organization rather than a platform-plus-modules architecture. The core offering centers on events and professional development: the annual Produce & Floral Holiday Showcase (formerly FPFC Expo) provides exhibition, education, and networking; the Fresh and Fierce Women's Summit offers leadership programming; and the FPFC Apprentice Program delivers mentorship. Supporting these are content vehicles (Fresh Perspectives Podcast, Fresh Digest publication), an online store for sponsorship purchases and event tickets, and volunteer committees for member engagement. The Educational Foundation 501(c)(3) nonprofit underpins professional development initiatives. The association runs on a third-party membership management platform (YourMembership.com) for member portal functionality.

Differentiator

Problem solved

Functional benefit

Brands

• FPFC Educational Foundation: A 501(c)3 nonprofit dedicated to advancing professional development within the fresh produce and floral industry in the Western United States
• Fresh Perspectives Podcast

Products and services

• Produce & Floral Holiday Showcase FPFC's premier annual two-day industry gathering held August 26-27, 2026 in Costa Mesa, CA, bringing together the produce and floral supply chain to focus on holiday trends and seasonal traditions. Features a curated 50-booth exhibition hall, educational programming, networking, and awards. Open to members, exhibitors, and qualified buyers.
• Fresh and Fierce Women's Summit Annual women's leadership summit focused on professional development and empowerment within the produce and floral industries, scheduled for August 26, 2026 (1:00pm - 4:00pm) in Costa Mesa, CA. Registration fee is $85.
• FPFC Membership Program Annual association membership serving Produce & Allied Companies, Floral & Allied Companies, Retailers, and Allied/Adjacent businesses. Members receive access to networking, education, member portal, member directory, Fresh Digest magazine, and event discounts. Retailer memberships are complimentary with travel/lodging reimbursement.
• FPFC Apprentice Program Industry mentorship and professional development program running April through December annually, designed to prepare future leaders across all sectors of the produce and floral industry. Apprentices are assigned industry mentors and gain exposure to the complete supply chain. Tax-deductible donations support the program.
• Event Sponsorship Packages Multi-tiered sponsorship packages including Platinum Elite ($9,000), Gold Premium ($7,000), Silver Supporting ($5,000), Holiday Season Presenting ($20,000), Holiday Season Keynote ($7,500), and Associate ($900) tiers, plus a la carte options such as Bag Sponsor ($5,000), Goodie Bag ($4,000), Lunch ($3,250), Welcome Reception ($3,000), Produce Award ($2,000), and Bar Sponsor ($1,500). Includes exhibit booths, complimentary registrations, social media posts, buyer meetings, and verbal recognition.
• Fresh Perspectives Podcast Official podcast of the Fresh Produce & Floral Council featuring insightful conversations with industry leaders on trends, challenges, and innovations shaping the produce and floral sectors. Distributed on Apple Podcasts.
• FPFC Educational Foundation 501(c)(3) nonprofit dedicated to advancing professional development within the fresh produce and floral industry in the Western United States through educational initiatives. Operates as a wholly-owned subsidiary of FPFC.
• Day at the Capital Legislative advocacy event enabling members to network with lawmakers and industry leaders on policy issues affecting the produce and floral industries. Registration fee is $335.
• Fresh Digest Magazine Member magazine covering industry news, updates, and FPFC communications distributed to members and featured in event programs.

Quantifiable outcome

• 50 booths available at annual Produce and Floral Holiday Showcase, intentionally limited to maintain intimate networking environment

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core, major and standard.

• Conference DirectcoreStrategic or Co-development PartnerConference Direct serves as FPFC's official venue sourcing and event logistics partner, assisting with hotel arrangements and venue selection for events such as the Produce and Floral Holiday Showcase at The Westin South Coast Plaza.
• YourMembership.comcoreTechnology or IntegrationYourMembership.com provides the membership management software powering the FPFC member portal (members.fpfc.org), including event registration, online store, membership invoicing, email marketing, and association management features.
• W (Western)majorOthersExecutive level sponsor of FPFC events with logo placement on website and event materials. Western is a major produce company supporting FPFC initiatives.
• Progressive ProducemajorOthersSenior level sponsor of FPFC events with prominent logo placement on website and event materials.
• Mixtec GroupstandardOthersStandard level sponsor of FPFC events.
• Frieda's Branded ProducestandardOthersStandard level sponsor of FPFC events with brand visibility.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• National Grocers Association: US trade association for independent and community grocers, comparable to FPFC's retailer/buyer membership segment (e.g., Superior Grocers, Gelsons). Operates nationally versus FPFC's Western US scope.
• Food Marketing Institute: US trade association for food retailers and wholesalers, comparable to FPFC's retailer-side membership (Albertsons, Gelsons, Metropolitan Market) but with broader grocery scope beyond produce and floral.
• International Fresh Produce Association: Largest US produce industry association formed by the 2022 merger of United Fresh Produce Association and Produce Marketing Association. Directly comparable trade-association peer to FPFC, though it operates nationally rather than regionally in the Western US.

Direct peers

• Society of American Florists: National US trade association for the floral industry, comparable to FPFC's floral-side programming (e.g., floral committee, floral members). Operates at national scale rather than regional Western US focus.
• American Floral Endowment: Floral industry foundation funding research, education, and scholarships. Comparable to FPFC Educational Foundation and Apprentice Program as a floral-focused nonprofit with workforce development mission.
• Produce for Better Health Foundation: Nonprofit foundation promoting fruit and vegetable consumption, overlapping with FPFC's produce-supply-chain mission and member audience. Comparable as a produce-focused non-profit organization.

Regional players

• California Farm Bureau: California-based agricultural trade association representing farmers and ranchers, including produce growers. Comparable as a Western US agricultural membership body but broader in scope than FPFC's produce-and-floral focus.
• Western Growers Association: Regional trade association representing produce growers and shippers in California, Arizona, and Colorado. Comparable to FPFC as a Western US produce industry body, but its primary constituency is growers rather than the full produce-and-floral supply chain.
• California Cut Flower Commission: California-focused commission promoting cut flower growers and shippers, overlapping with FPFC's floral member segment in the Western US.

Emerging players

• Center for Produce Safety: Nonprofit focused on produce food safety research, comparable to FPFC Educational Foundation as a produce-industry nonprofit serving grower-shipper members. Overlap is in produce safety education rather than events/networking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fpfc_org
• Facebookfacebook.com/FPFCorg
• Instagraminstagram.com/fpfcorg

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fresh Produce & Floral Council