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After 78 Years, Fresno Trade Group Changes Name

California Fresh Fruit Association's new logo after 78 years

The Fresno-based California Grape & Tree Fruit League has officially changed its name to the California Fresh Fruit Association after 78 years.

The membership of the trade association felt the new identity better defines the types of commodities it represents, according to a news release.

The new California Fresh Fruit Association name will be formally presented to executive and legislative officials in Sacramento this week during its annual fruit delivery event.

The organization traces its roots to 1921 with the California Growers and Shippers Protective League. In 1936 it merged with the California Grape Growers and Shippers Association, forming the California Grape & Tree Fruit League.

Members felt the new name better represents their commodities, which include fresh grapes, blueberries, peaches, plums, apricots, cherries, pomegranates and apples.

“While undergoing a name change is no easy task, little has changed as we’ve made sure to continue with our responsibilities as usual,” said Barry Bedwell, president of the California Fresh Fruit Association, in a statement. “As we began the process, we wanted to proceed with a name that accurately represents our members and the commodities they provide. We couldn’t be happier with our selection — California Fresh Fruit Association is exactly who we are and what we represent.”

Source: The Business Journal