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The Floral Marketing Research Fund (FMRF) has announced the appointment of Gabriel Becerra of Golden Flowers in Miami, Fla. as the new President of the FMRF Board, effective Sept. 1, 2016.
Gabriel BecerraBecerra precedes Paul Bachman of Bachman’s Inc., who completed his two-year FMRF presidency.
“I am very happy to lead the efforts of the FMRF to provide the industry with much-needed support in consumer marketing research, which will continue to help the different segments increase consumption of flowers and floral products,” Becerra said.
“FMRF has funded extremely valuable projects, and now we want floriculture industry members to utilize them.”
Becerra recently completed a two-year term as AFE Chairman, and remains on the AFE Board as past Chairman for two years.
The FMRF was established in 2008 by AFE to fund floral industry consumer research. Since then, five major projects have been completed, including the most recent 2016 Generations of Flowers Study in collaboration with the Society of American Florists.
Two new studies are in development and the results will be released in 2017. All reports are available free to the industry at FMRF.org.

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