Brian Cook Named the Fresh Produce and Floral Council Chairman
- by Jordan Okumura
CARPINTERIA, CA - Celebrations are in order. Dear readers, let’s start off by raising our glasses (or mugs this fine morning) to congratulate our dear friend, Brian Cook, on his recent appointment as Chairman of the Fresh Produce and Floral Council (FPFC). This industry veteran and current President of Pete’s/Hollandia Produce begins his tenure with the passionate drive we all love him for and plans for an amazing 2020 year.
Brian took a beat with me to talk FPFC shop and what will come as the new decade gains momentum.
“As FPFC Chairman, I will be working with fellow board members, FPFC staff, and committee volunteers to move forward our strategic goals for the organization. The primary focus will be on membership value,” Brian shares, expanding on his excitement. “We are looking at our events and current offerings to see where we may be missing opportunities. As we recognize those areas of growth we will pulse membership to assure it aligns with their needs and desires.”
For Brian, and many in the industry, The Fresh Produce and Floral Council has always been an incubator of some of the brightest minds in the industry working together to increase produce consumption. This executed vision and reputation has come via events that allow for open conversation on product innovation, merchandising best practices, and consumer education.
“My goal is simple: I’d like our members to come to us first for information or offerings on professional development, relevant industry information, as well as the best networking in which we built our legacy on. The FPFC was assembled by our membership and it is time that we re-engage with them more intimately,” Brian tells me.
Brian has been an impactful voice and advocate of our industry for more than 20 years and we are as excited for what is to come as he is.
“The next FPFC event is our Northern California luncheon focused on ‘Celebrating Women: The Fresh Future of Women in Produce and Floral’. I am so excited about this panel because it will really embrace one of the most important advancements that have been made within our industry,” Brian expresses. “In March, our Southern California luncheon will compose of a Town Hall event with experts from United Fresh answering questions and having an interactive discussion with membership in the areas of produce safety, labor reform, industry trends, and much more! As you can see, we are elevating our luncheon game.”
Congrats again, Brian, on this honor and new seat for industry advocacy—from your friends at AndNowUKnow!