PMA and United Fresh Produce Association To Merge in 2022
March 31, 2021 
Two of the most influential trade associations in the produce industry, Produce Marketing Association (PMA) and United Fresh Produce Association, will soon become a single organization.
The Boards of Directors for the both organizations say the new association launches January 1, 2022. In the remaining months of 2021, they’ll operate independently.
Many details still need ironing out. To that end, the staffs and Board members will spend this year building out the new organization and sharing expertise. They will also jointly promote each other’s events and programs. Expect to see a plan for governance, membership structure, volunteer leadership, and a 2022 business plan during the fall months, 2021.
In 2022, the two current CEOs, Cathy Burns (PMA) and Tom Stenzel (United Fresh), will jointly lead the merged association. In 2023, Stenzel plans to step down as co-CEO, leaving Burns to pick up the reins as CEO on her own.
What Will the New Organization Look Like?
PMA created a page on its site answering questions about the merger. Some highlights include:
- While the pandemic had some impact on the decision to merge, it was not the main impetus. “Coming together now is not driven by financial concerns,” PMA’s site says.
- The new association still needs a name.
- For those companies who’ve bought booth space and sponsorships in both PMA’s and United Fresh’s shows, show runners will consider that seniority for future events.
As for the changes to come, Burns and Stenzel created a list of strategic commitments they’ll follow for the new association:
- To serve all sectors of the global fresh produce and floral supply chains, growing our global membership and participation.
- Government advocacy and leadership. To build and maintain a positive business climate in the U.S. and the North American market so critical to our members’ success.
- Global engagement with international bodies and allied organizations to promote free and fair trade, international harmonization of standards, and worldwide growth in consumption.
- To provide expertise and business solutions in food safety, new technology, supply chain management, sustainability, leadership and talent development, business operations, marketing and more.
- To bring all sectors of our diverse supply chain together to better understand our interconnections and support efficiency and profitability throughout the chain.
- Enhance business-to-business sales and marketing connections across the produce and floral supply chains.
- Demand creation to inspire consumers to embrace produce and floral products as essential parts of their lives, while increasing profitable sales of members’ products.
“Through my 28 years of service to our industry, I have long recognized the potential synergies of our groups building something powerful together,” Stenzel says in the release announcing the new organization. “It is gratifying to me several years before my retirement to find a strong and committed partner in Cathy who also believes in this shared vision.”
“We, along with our talented teams, look forward to leveraging our strengths to serve our diverse and complex supply chain,” Burns says.
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