Increased Consumption Defines PMA Strategic Plan

Helping members build connections, apply advances in science and technology, identify talent and reduce barriers to consumption are the key strategic goals of Produce Marketing Association’s (PMA) plan for 2014-2018.

Jan DeLyser, PMA board chairwoman and VP of marketing for California Avocado Commission, unveiled details of the plan in her outgoing chairman’s message during the concluding general session at the 64th annual PMA Fresh Summit Convention and Exposition in New Orleans, La.

“It’s a plan that focuses on building a support community so members worldwide — both within the U.S. and around the globe — can focus on increasing consumption,” said DeLyser, who was also honored as one of Progressive Grocer's Top Women in Grocery for 2013. “It’s an integrated approach through PMA and our Foundation for Industry Talent to provide members better connectivity to more value year-round.”

Appointed by DeLyser in 2012, the Strategic Planning Task Force was chaired by Tim Riley, PMA chairman-elect and president of The Giumarra Cos., and consisted of member volunteers and PMA staff. The task force worked with Julie Krivanek, president of Krivanek Consulting, who also facilitated the 2008 plan, to develop the new strategic direction for PMA and its Foundation over the next five years.

Building off the 2008 plan’s success, “PMA 2.0” provides a road map for PMA’s year-round delivery of personalized and differentiated value for members worldwide while focusing on the critical trends and issues facing the global produce industry around four focal areas that align with members’ needs now and into the immediate future: global connections; science and technology; industry talent; and issues leadership.

Some changes members can expect to see as a result of the plan include:

  • Focus on work that will deliver compelling and personalized value for members.
  • A new web portal connecting members to enhanced year-round value: market information, research, best practices, educational tools, news and contacts.
  • An expanded science and technology scope, going beyond food safety to help members manage new technologies, from supply chain efficiencies to seed technology, packing innovations and data management.
  • An expanded global consumer trends research library, helping members respond to and build consumer demand worldwide.

More information, including a whiteboard video previewing what the plan means to member companies, can be found here.

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