A new group has been formed to work as a "united front" to enhance the marketing and trading of Guatemalan fruits and vegetables in the U.S.
The Guatemalan Produce Trade Association (GPTA) kicked off through a meeting at last year's Produce Marketing Association (PMA) Fresh Summit in Atlanta, and will be managed by Priscilla Lleras-Bush of Prestige Resources/Solutions Associates.
"We want to increase the Guatemalan brand awareness throughout the United States that Guatemala is one of the patriarchs of importing produce into the country," Lleras-Bush told www.freshfruitportal.com.
"We want to increase and enhance Guatemala’s brand to U.S. consumers, retailers and foodservice across the nation.
"We're going to focus on anywhere from regulatory to logistics to marketing topics within the association."