On Demand

A strategy to increase consumption drives year-round value offerings.

Growing demand of fresh produce and floral dominated talks during the Produce Marketing Association (PMA) board of directors meeting in late January in Tucson, Ariz., which included an engaging and inspiring panel discussion with White House Senior Advisor Sam Kass, Sesame Workshop SVP Maura Regan and Bolthouse Farms CEO Jeff Dunn.

“The panel provided a wonderful opportunity for the board to rethink how the industry creates demand for fruits and vegetables,” said Tim Riley, PMA chairman and president of The Giumarra Cos.

Other discussions on growing consumption during the three days of meetings addressed the four value areas of PMA’s new strategic plan:

Global Connections

• ➤ By the end of March, the Sesame Workshop-PMA partnership expects to have detailed program guidance and materials for the industry to start using when offering Sesame Street-branded fresh fruits and vegetables to consumers.
• ➤ The 2014 Fresh Connections calendar currently includes eight sites around the globe, with debuts in the Netherlands; Brazil, including the new PMA Fruittrade Latin America; and U.S. locations in Philadelphia and Newport Beach, Calif.

Science and Technology

• ➤ PMA’s expanded technology offerings aim to connect members to detailed information and translate complex issues, enabling the industry to access emerging technology that’s necessary to build consumption and profitability.
• ➤ PMA’s UPC Link and ongoing support of the Produce Traceability Initiative will remain among the organization’s efforts to offer solutions to food safety and supply chain challenges.
• ➤ PMA’s strong support for the Center for Produce Safety (CPS) will continue, as demonstrated in PMA’s $450,000 contribution to cover the center’s administrative costs this year, plus the donation of PMA staff time by Drs. Bob Whitaker and Jim Gorny.

Issues

• ➤ As PMA moves forward in 2014 to develop additional comments to Food Safety Modernization Act proposals, the association’s Produce Safety, Science and Technology Committee will continue to support staff to provide feedback and to vet ideas with industry experts, allied trade associations and commodity groups.
• ➤ Trough the Sesame Workshop-PMA partnership, PMA will help build a new paradigm for reaching kids early with the message of fresh fruits and vegetables. The initiative is being viewed as the first step in redefining the way the industry thinks about building demand through innovative partnerships.

Industry Talent

• ➤ Broadening efforts to attract industry talent such as exploring internships, mentoring and ways to engage people with nontraditional backgrounds in produce careers.
• ➤ Discussing ways to improve the image and awareness of the myriad careers available in the produce supply chain.
• ➤ Expanding upon opportunities through the AgCareers.com partnership and continued expansion of the career bank.
• ➤ Exploring the retention strategy of the PMA Foundation and tactics that would provide solutions to the industry.
• ➤ Strengthening fundraising strategies of the PMA Foundation to ensure the financial viability of the mission to attract, develop and retain talent for the produce and floral industries.

The Sesame Workshop-PMA partnership is the first step in redefining the way the industry thinks about building demand through innovative partnerships.