About the Fresh Produce & Floral Council
Providing unique networking and business growth opportunities for professionals in the produce and floral industries in California, since 1965.
The mission of the Fresh Produce & Floral Council is to connect members to the information, education and professional network they need to increase knowledge, grow their businesses and collectively advance the industry.
Our members include growers, shippers, wholesalers, brokers, distributors and retailers of produce and/or floral items.
The FPFC is governed by a volunteer Board of Directors and Executive Committee made up of professionals from all sectors of the produce and floral industries. In addition, committees handle specific tasks related to the Council’s events and industry relations.
The Council’s business is managed by a staff located in Anaheim, California.
Fresh Produce & Floral Council 2021 Executive Committee
Sean McClure Professional Produce
Sean McClure’s journey into the industry began almost 30 years ago, starting as a box boy with Lucky Markets. He spent the last 20 years at Ready Pac Foods working in various roles including Merchandiser Trainer, Buyer, Senior Buyer, Procurement Manager, and National Director of Procurement before joining Professional Produce in a Sales role in 2019.
Sean has been involved with the FPFC for many years serving on various committees as well as Chairing both the Dinner Dance and Expo Committees for several years. He was elected to the FPFC board of directors in 2017. He has also served with the PMA Foundation for Growing Talent Career Pathways Advisory Committee and volunteered as a Career Ambassador since 2013.
He is a family man with a wonderful wife, Michelle, and three children. Sean is an avid sports fan, helps coach his sons baseball team, and also enjoys cooking for his family and friends.
BRIAN COOK Pete's Living Greens
Brian Cook joined Hollandia Produce in February 2016 as the Vice President of Sales. He works closely with his team to strengthen relationships with long time partners, developing new business and exploring new sales channels. Brian led the beginning of Hollandia’s rebranding to Pete’s Living Greens while launching their new line of Living Strips and was named President of Pete’s Living Greens in August of 2018.
Before joining Hollandia/Pete’s Living Greens, Brian was the Director of Sales & Marketing for San Miguel Produce for eight years. His primary responsibilities at San Miguel included the management and development of a staff of regional sales managers and customer service representatives as well as managing pricing, brokers, and merchandising support. He also worked with the President on planting projections for four different niche markets, and worked alongside managers of other departments on cost savings opportunities throughout the farming channel. Prior to joining San Miguel Produce, Brian served as Sales Representative for distributor United Produce Sales, focused on melon, potato, and onion sales.
Brian volunteers on a a number of FPFC committees and task forces and has served as chairman of the Expo Committee. He has served on the PMA Fresh Summit committee, chairing the committee in 2015 and also currently serves on the PMA Foodservice committee. He is a graduate of the United Fresh Produce Industry Leadership Program.
Brian participates in a number of events to raise money for cancer research and volunteers on the Early Childhood Ministry Team at Camarillo Christian Church. Brian is married with 4 children.
ANDREW BIVENS Westlake Produce Co.
Past Chair Representative
Working in in the produce industry nearly 30 years, Andrew started his career with Ralphs Grocery Company. Throughout his 12 years there, he served as a produce clerk, produce manager, inspector and category manager. In 2002, he joined Westlake Produce Company as a salesman and now serves as COO.
While working at Westlake, he has completed a number of executive programs including programs from Cornell University and University of Notre Dame. In 2010, he was a member of the Produce News’ 40 under 40 and is an alumnus of the United Fresh Leadership Program.
Andrew has been involved with the FPFC for over 15 years, serving on many committees, and is currently chairing the task force developing the FPFC Executive Program. He was elected to the FPFC board of directors in 2014.
In his spare time, he enjoys spending time with his family, playing golf, playing piano and woodworking.
KORI MARTIN The Oppenheimer Group
Kori Martin started her produce career at Oppy in Los Angeles as a sales and marketing intern immediately after graduating from Azusa Pacific University with a business degree in Marketing and a Spanish language minor. She then moved to Seattle as a business development representative for the Pacific Northwest territory before returning back to Los Angeles to take on California, Arizona, Utah, and Colorado.
In 2015 she became a sales representative and in 2018 she was promoted to Senior Sales Representative and Key Account Manager where she currently handles sales for products in the Western United States region and some national programs.
She is part of the 2018 Class of Produce Business’ 40 under 40. She has volunteered with the FPFC for over 13 years and served on multiple committees including EXPO and the Apprentice program as a mentor. She currently resides as Chair of the EXPO Committee. She was elected to the board of directors in 2019.
In her spare time, she enjoys spending time with her family & friends, golf, and travel.
KRISTEN REID MIXTEC Group
Kristen Reid is a partner at MIXTEC Group, a leading executive search firm in the produce industry. Kristen started as a Senior Recruiter with the company in 2008 and after two promotions became a partner in the firm in 2012. Kristen has enjoyed interacting with a wide variety of people from all segments of the supply chain and in all different functions.
Prior to joining MIXTEC, Kristen began her career in executive recruiting at Netzel Associates, Inc., placing fundraising and development executives. She has also held positions as a full-time professor at Westmont College and Pepperdine University, where she taught a variety of communication courses including public speaking and interviewing.
In addition to her job, Kristen is actively engaged in the industry. She serves on the Board of Directors for the United Fresh Produce Association Leadership Alumni Board and the Fresh Produce and Floral Council (FPFC). She was recognized by Produce Business as a 40-under Forty recipient and is a graduate of the United Fresh Produce Leadership Program. Recently she was awarded the Frieda Rappaport Caplan Women’s Catalyst Award by the Produce Marketing Association (PMA).
Kristen has a Master’s degree in Communication Studies and a Bachelor’s degree in Industrial/Organizational Psychology from Pepperdine University. She also maintains professional certifications from the Association of Executive Search and Leadership Consultants and the National Association of Personnel Services.
MICHAEL SCHUTT Raley's Supermarkets
In a town that for most is nothing more than a gas stop, Winnemucca Nevada was the place where Michael’s career began. Interviewing in the winter of 85 as a 15yr old Schutt was told “come back in the spring and I’ll have something for you”. 33yrs later its evident that Michael’s passion for Produce has been there since the beginning. As the company was pushing out west in the early 90s Schutt opted to take a leap of faith from his small town everyone knows your name store and further his career in the wild frontier of the Bay Area.
By the age of 22 Schutt was running his own Produce Dept in Newark, Ca. After a few store openings and some moves to bigger stores Schutt found himself in Santa Rosa Ca being asked to come to corporate for an interview. And in the fall of 97 Schutt was promoted to Produce Quality Control and relief buyer where he spent 7yrs working closely with the buying team.
In 2004 Schutt was promoted to Produce Buyer, 2018 he was promoted again to Sr Category manager of Produce and Floral a title which he stills holds today. As a Produce Buyer Michael’s top measure for success is flavor, “that’s what the customer will remember and what will bring them back.”
Living in Sacramento with his wonderful family feeds both his working passion and his love of the outdoors. If he’s not visiting local growers you may find him hiking or camping in the region.
MARVIN QUEBEC Quebec Distributing Co.
Past Chair Representative
Marvin was born in the Salinas Valley and has been passionately involved in the produce industry for over 25 years carrying a broad amount of expertise and knowledge.
He began his career loading trucks and as a produce inspector before being promoted to FOB Sales for a Grower/Shipper in the Salinas Valley.
Through various produce companies, he worked his way to Sales, Sales Manager, and VP Sales and ultimately becoming President and managing partner of Quebec Distributing Company which was founded in 2006 in partnership with Bill and Joe Colace. Marvin has been an FPFC Board member since 2009.
A 1997 graduate of Menlo College and is the recipient of Menlo College’s Collis Steere Award after having played football as a linebacker and basketball as power forward. Marvin completed the Cornell University Leadership Program in 2013.
Marvin enjoys being proactive in the produce industry while serving on different committees and putting his energies into the FPFC as well as helping others grow in the industry. Marvin also believes in the constant nurturing of relationships with customers and growers and believes that the FPFC provides that platform.
Marvin and his wife, Wali, have one daughter and three grandchildren and live in Union City, CA.
Honorary Board Member
Active in the produce industry since he began his career as a box boy, Roger’s background is extensive and thorough. From the 60’s until 1988, Roger was with the Vons Grocery Company.
In 1988 he left his position as Supervisor of Perishables to accept a position as Vice President of Produce & Floral with the Hughes Family Markets. He continued his career with Hughes for the next 10 years and when mergers and acquisitions overtook Hughes, Roger was recruited to join Stater Bros. Markets as Vice President of Produce & Floral. He served in that position until his retirement in 2018.
Roger’s volunteer leadership history is also extensive. He has served for many years as a Director of the Fresh Produce & Floral Council and was Chairman of the Board three times – in 1994, 2000 and 2004. He has also served on the Board of Directors for the Produce Marketing Association, as a Director of the Retail Board of the Produce Marketing Association. He held the highest office of the Produce for Better Health Foundation and was a pioneer in promoting the 5 a Day program in the California retail sector. Roger has been extremely active as a member of the Produce & Floral Committee and the Harvest Ball Committee for the City of Hope.
In 1995, Roger was named by the Produce Marketing Association as the Marketer of the Year and in 2013 was inducted into the Food Industry Hall of Fame.
2021 Board of Directors
Stater Bros. Markets
Quebec Distributing Co.
Melissa’s World Variety Produce
NATALIE J. MACHADO
Bard Valley Date Growers
Perimeter Sales & Merchandising
Renaissance Food Group
Fresh Produce & Floral Council Staff
Fresh Produce & Floral Council Committees
All FPFC members have the opportunity to volunteer on an FPFC Committee. Click here to view our FPFC Committees.
The Fresh Produce & Floral Council is dedicated to the success of the produce and floral industries and actively supports other industry organizations with sponsorships and in-kind donations, including the Produce For Better Health Foundation and the Produce Marketing Association’s Foundation for Industry Talent.
Because we are in an industry that is uniquely positioned to help the needy, we also support–and encourage our members to support–the Orange County Food Bank with product donated during our Southern California membership luncheons and with money raised during our annual Holiday Luncheon and Charity Auction. Past Holiday Luncheons have also benefited Caterina’s Club, the Red Cross, Habitat for Humanity and the Navy-Marine Corps Relief Society.
The Fresh Produce & Floral Council is also an ardent supporter of City of Hope National Medical Center, dedicating a fundraising luncheon to their cause each year. Members of the FPFC also support City of Hope on their own, forming teams for the Walk for Hope Against Breast Cancer among other activities and donations.