Retailer and Member Profiles

Each month, the Fresh Produce & Floral Council profiles a different member and a different retailer.  Click below to learn more about the professionals in the produce and floral industry and the members of the FPFC.

Member Profile – Howard Nager

Member Profile – Howard Nager

Howard Nager Vice President of Business DevelopmentSun Pacific Marketing CooperativeThere’s an old Hank Snow country song called “I’ve Been Everywhere.”  That song could pertain to the successful and interesting career of Howard Nager, vice president of business...

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Member Profile – Gina Backovich

Member Profile – Gina Backovich

Gina Backovich Procurement, General Produce CompanyGina Backovich, who has been a buyer for General Produce Co., Ltd, in Sacramento for the past 15 years, took a unique route to the position. It seems that most produce buyers start off as courtesy clerks transition to...

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Member Profile – Jeff Liefer

Member Profile – Jeff Liefer

Jeff Liefer Vice President, Pura Vida FarmsGrowing up in Upland, CA, at a young age Pura Vida Farms Vice President of Sales Jeff Liefer knew he was a talented baseball player.  However, “nowhere in my wildest dreams did I ever think I’d play in the major leagues.” ...

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Retailer Profile – Daniel Bell

Retailer Profile – Daniel Bell

Daniel Bell Produce Buyer, Grocery OutletDaniel Bell believes he had the talent to pursue his dream of playing professional baseball but not the maturity when it came to a crossroads in his life.  Instead, he quit baseball and joined the ranks of the working class as...

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