LA MIRADA, CA – Relying on feedback from its membership and committee members, the Fresh Produce & Floral Council (FPFC) has made sweeping changes to The FPFC Market Report™, the quarterly report provided free of charge to FPFC members.
The FPFC Market Report™ includes region-specific dollar and volume sales data for California’s four major markets: Los Angeles (including Orange County and the Inland Empire); Sacramento; San Diego; and San Francisco. Each market now includes its own Executive Summary, providing at-a-glance abstracts of important trends.
Additional changes include:
• Reporting periods have changed from 12 to 13 weeks to better match calendar quarters;
• Fruit and vegetable category data now includes variety-level information on many commodities;
• New “Top Ten” summary by dollars, volume, growth and seasonality;
• “Lookback” section that reports historical trends for the upcoming quarter;
• A new color palette and graphics to improve readability.
One of the most significant changes is an expanded data set that includes sales and volume from Wal-Mart, Sam’s Club, Target and BJ’s, as well as traditional grocery retailers.
These recent changes reflect the second revamp of The FPFC Market Report™. The first round of changes took place in 2013. “We are listening to our members,” says FPFC President Carissa Mace. “It is essential that The FPFC Market Report™ be useful to our membership, so we have made changes that will give them the data they want, the way that they want it.”
Members can download the most recent FPFC Market Report™, reflecting data through December 29, 2013 at FPFC.org.
For more information on the report, contact the FPFC office at 714-739-0177.
Source: Fresh Produce & Floral Council
