Fresh Produce & Floral Council Expands Mission with Education, Advocacy and Community Impact

The Fresh Produce & Floral Council (FPFC) has long been known as a relationship-driven organization that brings together all segments of the produce and floral supply chain—from growers and shippers to wholesalers, distributors and retailers. 

While networking remains a core value, current president Bob Lanter is steering the organization into a period of significant expansion, building new educational, advocacy and community-impact initiatives designed to broaden FPFC’s reach and return even greater value to its 300-plus members.

“Our mission is to understand who our members are and return their investment to them tenfold,” Lanter said. “Business-to-business networking will always be the foundation of the FPFC. But our members are saying they want an expanded role as members, and we want to deliver that in meaningful ways.”

That expanded role centers on two major focus areas—industry education and policy advocacy—alongside a renewed commitment to community service, including efforts to help food-insecure families throughout Southern California.

In response to member feedback, FPFC is launching a robust educational platform that will roll out across 2025 and 2026. This initiative includes eight new webinars, expanded regional meetings and hands-on learning opportunities tied to key commodities and retail best practices. 

Topics will range from AI tools for business operations to traceability and FSMA 204 compliance, merchandising strategies, sustainability, labor issues and packaging.

Regional in-person meetings, which started this year in the Pacific Northwest, Northern California and Southern California, are designed to bring educational discussions directly to members where they work. Central California is next on the agenda, and beginning in 2026, FPFC plans to host these events even more frequently.

“We want to meet our members where they operate,” Lanter said. “These sessions allow people to learn, share pain points, explore solutions and strengthen community within the industry.”

FPFC will also spotlight specific commodity categories. For example, recent meetings focused on apples, and upcoming sessions will highlight table grapes, tomatoes and other key crops. 

Floral education is also expanding with webinars led by the Council’s floral committee covering topics such as care and handling, merchandising for holidays, plant longevity and integrating housewares to boost sales.

Growing Advocacy and a Stronger Industry Voice

Another major priority is raising awareness among lawmakers about the critical role of the produce and floral industries in the region’s economy and food supply. FPFC is launching a policy and legislative advocacy effort, including its first-ever Day at the Capitol scheduled for June 4, 2026, in Sacramento.

“Our goal is to inform elected officials about who we are, the issues our members face and how policy decisions affect the supply chain,” Lanter said. 

Topics such as dynamic pricing, water rights, labor challenges and single-use plastics continue to drive legislative debate, and FPFC aims to ensure that all consequences are clearly understood.

“We want decision-makers to understand what their choices mean for growers, for distribution, for retail and for consumers,” he said. “These conversations matter.”

Serving Communities Through Food-Bank Partnerships

Perhaps the most inspiring arm of FPFC’s work is its strengthened commitment to helping families facing food insecurity. Recently, FPFC mobilized its member network to assist food banks and school districts in Southern California, providing generous product donations during times of need.

“We’ve been able to donate upwards of 75 pallets of food to the Los Angeles County Food Bank and other nonprofits,” Lanter said. “And most recently we provided 15 pallets to the LA Unified School District to support families affected by cuts to SNAP benefits.”

FPFC’s apprentice program is also partnering with Second Harvest Food Bank of Orange County, helping rebuild and harvest crops on the organization’s own farm. Lanter sees these collaborations as part of a larger vision that includes supporting produce-as-prescription initiatives, increasing access to healthy foods and developing career pathways for young people who may be unaware of the breadth of professional opportunities in agriculture and floral industries.

“There are so many career options—science, technology, environmental work, supply chain, retail, logistics,” he said. “We want to shine a light on those possibilities and inspire the next generation.”

Looking Ahead

Along with its education and advocacy programs, FPFC continues to host signature events. In 2026, the FPFC Floral & Produce Showcase returns Aug. 27–28 in Costa Mesa, featuring keynote speakers, a women’s leadership summit, awards breakfast and trade exhibition. A golf tournament returns to Tustin Ranch in April, and following strong enthusiasm, FPFC will expand its pickleball fundraiser benefiting City of Hope, which raised $19,000 this year.

“We’re excited about where we’re going,” Lanter said. “We want to expand our presence, support our members, strengthen our industry, and give back to our communities.”

For companies and individuals looking to join, support initiatives or participate in upcoming events, more information is available at www.FPFC.org.