Whether through industry change or rethinking categories, associations broaden bases Stenzel Sper Oxman The United Fresh Produce Association recently planted a seed in the floral industry that it believes can grow into new membership opportunities, if carefully cultivated. Starting next year, United Fresh will offer membership to floral suppliers, a business segment it hasn't embraced in the past. And in doing so, the organization has adopted what has become a common template for associations seeking to expand membership beyond their traditional base: Identify an industry closely related to the one you already represent, seek out your board's input, create a new… Read More