International Fresh Produce Association forms CEA leadership council

International Fresh Produce Association forms CEA leadership council

Abby Prior, Bright Farms' CCO, is among the members on the all volunteer council.

September 6, 2022

According to a press release, the International Fresh Produce Association has announced the formation of a new volunteer leadership council focused on CEA. The council "will focus on opportunities available within the growing market and will be led by volunteer leader, Abby Prior, Chief Commercial Officer at Bright Farms and IFPA staff liaison Vonnie Estes, Vice President of Agfood Tech Innovation."

"Controlled environment agriculture is not only a market with incredible business potential but also is a sustainable solution to meet the demand for fresh produce year-round," Prior said. "I'm looking forward to working with other leaders in the industry to collaborate and build the strength of our segment within the industry."

“CEA allows breeders to shift their focus towards discovering new crops and developing the traits in new or current crops that allow for longer shelf life along with improved, flavor and nutrition,” Estes said. “Any opportunity to grow consumption and remove barriers to access and preference for fresh produce is a critical segment for our industry. I look forward to working alongside our industry volunteers as we explore and learn more about this new market.”