Fresh Ideas For Increased Consumption

We can work together to drive produce to the center of the plate.

Fall just might be the most dynamic time of the year for our fresh produce community. As I approach my term as chairman of the PMA board of directors at the Fresh Summit International Convention & Exposition just around the corner, I believe that the future of our industry depends on our ability to meet the needs of the new, global consumer.

Today's consumers are much better informed and empowered, and that shift is driving our industry toward change at a rapid pace. More emotionally attached to our brands than ever before, consumers see possibilities where before they only saw choices. They want to tell us their ideas and feelings about our products. Now, more than ever, we can bring their actual voices to the heart of our business.

These changes will drive innovation in products, the leadership and management of our businesses and communications, and will require informed leadership and sophisticated change management; more diverse collaboration, both in-person and through virtual networks; and increased consumption through educational outreach, more ease of access and greater choice.

In this dynamic environment, buyers and sellers have a wonderful opportunity to work together to achieve our third priority, increasing consumption. By working together to emphasize taste, convenience and nutrition — as well as our commitment to food safety — we can move produce to the "center of the plate" faster.

Where can we start? New research by the Produce for Better Health Foundation (PBH) shows how the use of certain marketing displays, tools, incentives and promotions can encourage greater consumption and make it easier for consumers to make healthier buying decisions. The "Fruits & Veggies — More Matters" banner and its Juggler logo convey a powerful, positive consumer message, so consider becoming a licensee.

Meanwhile, PMA is working to build enthusiasm for fresh fruits and vegetables among our youngest consumers. As a member of the National Fruit and Vegetable Alliance, PMA recently donated a salad bar to a local public school; to date, initiatives like these have brought salad bars to schools across the country.

Further, to encourage industry's focus on more flavorful, kid-friendly products, we've hosted initiatives such as the kids' flavor lab at PMA's Foodservice Conference, and the "Just4Kids" section of Fresh Summit's New Products Showcase. Additionally, through our government relations efforts, we're working hard to bring more fresh produce to schoolchildren through school menus and other federal policies and programs.

Many PMA members and affiliated organizations are coming up with new ways to bring more produce to more people. Schnuck Markets' Culinaria store in downtown St. Louis, Supervalu's expansion into underserved urban areas, and Tesco's new Fresh & Easy Neighborhood Markets in lower-income areas all make produce more accessible for new groups. To help with nutrition awareness, Roundy's Supermarkets hosts in-store field trips for local schoolkids, with a focus on reducing obesity. And experiments are also underway to create new distribution channels through pharmacies, libraries and specialized food carts.

I encourage you to think about ways that you and your organization can cultivate tomorrow's consumers today. There's no limit to the opportunities to whet the public's appetite for fresh, healthy, delicious produce through similarly innovative business ventures. Other possible ways to stimulate consumption include pro bono consultation with local governments, homeless shelters, charitable organizations and senior citizen groups, or through charitable giving.

"There's no limit to the opportunities to whet the public's appetite for fresh, healthy, delicious produce.

Jan DeLyser is VP of marketing at the California Avocado Commission in Irvine, in addition to her PMA volunteer leadership position.