According to chief executive Martin Riggall: "The vining pea sector remains our largest single area of activity. But our involvement with fresh produce now accounts for half our income and we needed a new name to give a strong, all-inclusive brand to our activities."
The association has provided a home for specialist crop associations for more than 30 years from its base in Louth, Lincolnshire. It recently moved into new purpose-built premises.
As well as asparagus, brassicas, herbs, leafy salads, leeks and onions, its portfolio now includes summer fruits, plant propagation and turf.