Brian Cook assumes chairman role at FPFC
Brian Cook, president of Pete’s, a hydroponic greenhouse grower in Carpinteria, Calif., and the new chairman of the Fresh Produce & Floral Council, plans to “take a hard look at all FPFC events to make sure member value is there for retailers, the grower-shipper community and allied industries.”
Cook officially began his year-long term as chairman of the Anaheim, Calif.-based FPFC at the group’s annual dinner-dance Jan. 25.
Cook said it’s important to make FPFC events must-attend occasions for retailers “because that will attract grower-shippers and wholesalers.”
He said he would like the association to ensure that members have the services they need, and he added that the staff will be expanded as necessary to meet those needs.
The FPFC also welcomed Sean McClure of Professional Produce as chairman-elect; Michael Schutt of Raley’s Supermarkets as treasurer; and Kori Martin of The Oppenheimer Group as secretary.
Outgoing chairman Andrew Bivens of Westlake Produce Co. remains on the board.
Incoming board members are Bill Coombs of DLJ Produce, Kelly Craner of B&C Fresh, Natalie J. Machado of FreshSource, Marta Moreno of Rose-Gonzales Plants, Veronica Rodarte of Progressive Produce, Rachelle Schulken of Renaissance Food Group and Caitlin Tierney of 99 Cents Only Stores.
Cook began his career at Plastech Specialties, Monrovia, Calif., which produced in-store and point-of-sale signage.
His first venture into produce was as a salesman focusing on melons, potatoes and onions for United Produce Sales, a Brea, Calif.-based distributor.
He was director of sales and marketing for San Miguel Produce, Oxnard, Calif., for eight years.
He joined Hollandia Produce in 2016 as vice president of sales and oversaw Hollandia’s rebranding to Pete’s.
He was named interim president in November 2017, and he became president of Pete’s in August 2018.
Cook has served on multiple FPFC committees over the past 20 years and was chairman of the FPFC’s Expo Committee. He was on the Produce Marketing Association’s Fresh Summit committee and was chairman of that committee in 2015.
He is a graduate of the United Fresh Produce Industry Leadership Program.