LA MIRADA, CA — The Fresh Produce & Floral Council (FPFC) today announced the release of the first FPFC Market Report. The FPFC has been working with industry volunteers and Fusion Marketing of Chatsworth, CA to create the report, which provides sales figures and analysis for all items recorded under the vegetable and fruit categories for the entire state of California and for four key markets: Los Angeles, Sacramento, San Diego and San Francisco.
In addition to specific produce items, The FPFC Market Report™ provides comparative data on fixed-weight product, organic items and non-produce items like dressings, juices and nuts.
The FPFC Market Report™ is one of the most significant new member benefits to emerge from the planning that followed the Council’s Member Needs Assessment in 2009. “We saw that what members wanted, especially retailers, was information about the region we serve,” says FPFC President Carissa Mace. “The FPFC is in a unique position to provide this market data and we are the only ones providing it.”
Because The FPFC Market Report™ is available only to members of the Fresh Produce & Floral Council, Mace and the FPFC Board of Directors expect it to provide a new incentive for companies to join. “Prior to the introduction of this product, the primary benefit of FPFC membership has been our networking events,” Mace points out. “Now we have something to offer companies who couldn’t take advantage of the networking. We believe that The FPFC Market Report™ is now one of the major benefits of membership in the FPFC.”
The report released today covers a 52-week period ending April 24, 2011. “This is the data we have been working with while we tweaked the format,” Mace says. Another report with fresher data will be available in October. A third report will cover the 2011 calendar year; and in 2012, reports will be available based on quarterly data.
Fresh Produce & Floral Council Mission Statement
The Fresh Produce & Floral Council is a dynamic community of professionals across all sectors of the fresh produce and floral industry who do business in California and the western region.
The Council is dedicated to providing members with convenient opportunities to build productive relationships, access timely market information, enhance their business skills, and pool their efforts to promote and advance the industry.
Source: Fresh Produce & Floral Council
