Changing the company name is more frequent these days and the California Grape & Tree Fruit League (CGTFL) has changed its signature.

The CGTFL’s new name is the California Fresh Fruit Association (CFFA) which the association says better defines the commodities it represents.

The member-based organization, one of the oldest California agricultural trade associations, dates back to 1921 – a mere 93 years ago.

The possible name change was presented by the association’s strategic planning committee last year upon the completion of its five-year strategic plan.

Members were approached by the Board to consider a new name which would encompass more of the commodities it represents, including fresh grapes and blueberries, plus deciduous tree fruit including peaches, plums, apricots, nectarines, pears, apples, cherries, figs, kiwis, pomegranates, and persimmons.

CFFA President Barry Bedwell said, “While undergoing a name change is no easy task, little has changed as we’ve made sure to continue with our responsibilities as usual.

“As we began the process, we wanted to proceed with a name that accurately represents our members and the commodities they provide. We couldn’t be happier with our selection. The

California Fresh Fruit Association is exactly who we are and what we represent.”

CFFA has nearly 350 members.

The association represents permanent fresh fruit crops, except for citrus and avocados, and advocates for fresh fruit growers, shippers, and marketers in Sacramento, Calif. and

Washington, D.C.

CFFA’s headquarters will stay in Fresno, Calif.