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.
John Fujii Supervisor of Produce BuyingGelson's MarketsThere have been numerous fulfilling challenges John Fujii, Gelson’s supervisor of produce purchasing, has faced and accomplished in his lifetime, from his quick ascension in his produce career to climbing major...read more
Dave Cruz Business Development DirectorCalifornia Avocado CommissionIn the truest sense of the phrase, Dave Cruz is a jack of all trades. When discussing his work at the California Avocado Commission, he talks about many different areas in which he plays a role...read more
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...read more
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.” ...read more