LEADERSHIP

The FPFC is governed by a volunteer Board of Directors and an Executive Committee of professionals from all produce and floral industries sectors. In addition, committees handle specific tasks related to the Council’s events and industry relations.The Council’s business is managed by staff in Southern California.

MISSION STATEMENT

The mission of the Fresh Produce & Floral Council is to connect members to the information, education, and professional network they need to increase knowledge, grow their business and collectively advance the industry.

Fresh Produce & Floral Council Staff

Bob Lanter

President

Bob Lanter is president of the Fresh Produce & Floral Council.
Bob has served as the Executive Director of the California Workforce Association, leading the way in workforce strategy and the implementation of the Workforce Innovation and Opportunities Act for the state of California. Bob has 30 years’ experience in the public sector and non-profit management, with experience in the field of workforce development and job training. He has held various positions in local workforce investment systems from case manager to the Executive Director of the Contra Costa County Workforce Board. He gained national/federal experience working for the U.S. Department of Labor’s Employment and Training Administration as a Federal Project Officer. Before taking over as Executive Director at CWA, Bob owned and managed a national consulting practice where he and his team facilitated organizational retreats, team building meetings, strategic planning and assessment projects for local, state, and national workforce development, government, and non-profit organizations. Bob brings with him experience in developing and delivering training curriculum and keynote addresses in multiple topics of workforce development that have helped inspire thousands of professionals. He graduated from California State University, East Bay with a bachelor’s degree in Business/Personnel Administration and Industrial Relations; is adjunct faculty for the California State University System, teaching workforce development and is a Certified Master Facilitator from the Institute of Cultural Affairs. He takes pride in fostering an inclusive and engaging organizational culture. His experience has allowed him to hone skills in collaborative leadership, strategic planning, and community engagement – all essential for the dynamic and transformative leadership role at FPFC.

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Matthew Hayes

Program and Events Director

Matthew Hayes is the Program and Events Director for the Fresh Produce and Floral Council.In his previous role as the former Program Director for the California Workforce Association, he led over $4 million in state grant funding that helped bolster California’s workforce and economic development system. Matthew has more than five years’ experience working in a statewide non-profit membership organization where he supported the Association’s training and technical assistance initiatives, building state/national partnerships, and providing occupational opportunities to California’s laid-off workers and vulnerable communities. Matthew was born and raised in Elk Grove, California. He is also a former collegiate athlete, playing basketball for the Loyola Marymount University Lions and California State University Dominguez Hills Toros, where he earned his undergraduate degree in Political Science and Master’s Degree in Public Administration. In his free time, he likes to listen to music, play basketball and golf, and host gatherings with friends and family. Matthew currently lives in Galt, California with his fiancé Mikayla and two Maltese poodles, Tofu and Peach.

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Meet Our Team