Colleen Fagundus, with nearly a decade of experience at IFPA, is set to drive engagement and growth in the floral portfolio through innovative strategies and deep industry relationships

The International Fresh Produce Association (IFPA) announced that Colleen Fagundus will assume the role of director of floral portfolio effective February 3, 2025.

With nearly a decade of experience at IFPA formerly known as the Produce Marketing Association and a strong background in sales and membership, Fagundus is set to lead initiatives that support and expand the floral segment within the fresh produce industry.

This appointment is designed to drive greater engagement among members and to boost consumer demand for floral products, addressing both current market needs and future growth opportunities.

She will be moving from her recent position within the Industry Relations team, where she was responsible for recruiting and supporting members, including key business solution providers.

Her extensive work with some of the strongest innovators in the industry is expected to bring a unique and valuable perspective to the floral portfolio, reinforcing IFPA’s commitment to fostering a vibrant and forward-looking environment for its members.

“Colleen is a recognized leader on the IFPA membership team. She has an exceptional ability to work closely with members to understand their needs and drive their engagement. With her years of experience supporting our members’ needs at all points of their involvement with the association, Colleen is knowledgeable and passionate about ensuring our members are successful. I’m excited to see her bring her skills and leadership to this role, where she’ll be a strong champion for our floral members who are an important part of our vision at IFPA as we look to grow a more vibrant future for all.”

Miriam Wolk, Chief Membership Officer

Fagundus’ appointment comes at a time when IFPA is sharpening its focus on cultivating specialized support for various segments of the produce industry.

Her new role underscores the organization’s strategic objective of providing tailored services that address the evolving demands of the market.

By drawing on her proven track record in sales and membership development, IFPA expects to enhance collaboration between its floral members and other key industry stakeholders.

This coordinated approach is critical as the association looks to integrate innovative solutions and expand opportunities for all involved.

Before joining IFPA, Fagundus built a solid foundation in the food industry during her time at Wegmans Food Markets.

Her academic credentials include a bachelor’s degree in food marketing from St. Joseph’s University, and she is also a graduate of the Emerging Leaders Program in partnership with the University of Arizona.

These experiences have not only honed her marketing acumen but have also deepened her understanding of consumer trends a critical asset as IFPA works to elevate the floral industry.

Her well-rounded background provides her with the insights needed to navigate the challenges and opportunities presented by a rapidly changing market landscape.

“I’m honored to take on this new role to work with and elevate our floral members and the floral industry. Like our floral members, I am dedicated to growing consumer demand for floral. I look forward to collaborating with our members to grow the industry’s opportunities to ensure all consumers share our passion for floral and complementary products.”

Colleen Fagundus, Director of Floral

Her remarks reflect a commitment to not only maintaining the high standards of member service that IFPA is known for but also to innovating and expanding the reach of the floral sector within the association.

The upcoming Floral Conference in Miami, scheduled for February 24-26, 2025, will offer a dynamic platform for networking, collaborative workshops, and an exclusive breeder showcase.

This event is a cornerstone for the association’s efforts to bring together industry leaders, innovators, and members, facilitating discussions and exchanges that can propel the industry forward.

Her attendance at the conference underscores the importance IFPA places on direct engagement and continuous dialogue with its members.