JPA is the trade association representing the fruit and juice products industry, connecting members by strengthening the industry and providing a unified voice. Their membership includes processors, packers, extractors, brokers, marketers of fruit or vegetable juices, drinks, or bases, as well as industry suppliers and food testing laboratories. JPA's mission is to promote high standards of product safety and quality, advocate for uniformity in industry standards, and provide input on technology, trade, legislative, and regulatory proposals. They also sponsor research, share current information on trends and best practices, and conduct outreach on the healthfulness of juice products.