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.
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
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...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