In the Groove

PMA is on track to move members and industry forward.

There’s a quote from Will Rogers that’s extremely fitting for Produce Marketing Association (PMA) right now, as this October marks the end of a strategic planning cycle and the beginning of a refreshed direction for our organization: “Even if you’re on the right track, you’ll get run over if you just sit there.”

We’ve been on the right track. What tells us this is a record year in 2012 for membership growth and volunteer engagement, combined with more than 400 member volunteers actively engaged in guiding our association.

But today’s business climate would plow us under if we sat satisfied. That’s why we’ve renewed our strategic plan to embrace an expanded view to move PMA from business model 1.0 to 2.0 over the next five years. It’s designed to keep PMA members worldwide not only on the right track, but also on the fast track, to growing business and consumption.

Under the leadership of PMA’s incoming 2013–14 Chairman Tim Riley, from Los Angeles-based Giumarra Cos., volunteer leaders in PMA’s Strategic Planning Task Force looked to the future and identified critical trends and issues facing the global produce and floral industry. The task force acknowledged a future with increased involvement of the digitally connected consumer, and science and technology used to increase food production with fewer resources. They recognized that the years ahead will demand a diverse workforce requiring technology skills and the ability to handle complicated leadership challenges, and increased governmental involvement at the same time government funding is decreasing.

In response, this group of volunteer leaders outlined a PMA value portfolio that serves members’ need to seek efficiency, profitability, and ways to grow and satisfy the evolving needs of target markets. The plan for PMA:

  • Takes an integrated approach in directing PMA and its Foundation for Industry Talent.
  • Combines the strength of PMA’s connections with information and education transcending geographical borders.
  • Expands and accelerates current activities proved to assist members in keeping pace in a global, technology-enabled business environment.
  • Reinvests in the industry to address crucial needs, as we’ve done in creating Produce for Better Health Foundation, PMA Foundation for Industry Talent, and the Center for Produce Safety.

Always with the goal of helping member companies grow business to increase worldwide consumption of their products, our renewed strategic direction broadens and globalizes existing PMA practices in four areas of strength:

Global Connections: connecting members worldwide and year-round 1) with each other through best-in-class networking events and access to business connections, 2) with the consumer through expansion of our global consumer trend research practice, and 3) with value by further establishing PMA.com as a global gateway to market information, research and its implications, best practices, education, news, and contacts.

Science and Technology: going beyond food safety to educate, translate and help members also manage issues pertaining to supply chain efficiencies, processing and packing innovations, data management methodologies, and seed technology.

Industry Talent: working through our charitable Foundation for Industry Talent to globalize and expand efforts that attract, develop and retain talent so members worldwide can invest in knowledge, expertise and experience.

Issues Leadership: creating a sharper focus for PMA and its foundation to devote resources to influencing select issues and opportunities that our membership worldwide identifies as most important.

The idea is to foster an open, global supply chain-wide dialogue leading to an industry that’s stronger, safer, more efficient and better able to influence consumption. To connect, inform and deliver industry solutions that enhance members’ prosperity remains at the heart of PMA’s promise. It’s the clear direction over the next five years to keep our association and members moving forward on the right track.

Now’s a great time to look at your future and ask, “What’s keeping my business from getting run over?”

To connect, inform and deliver industry solutions that enhance members’ prosperity remains at the heart of PMA’s promise.

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