Supermarket Perimeter - December 2020 - 52

A purpose-driven business, Burns said, is no stretch for the produce
industry. " Our industry's purpose is to feed the world and provide joy,
which gives us an incredible competitive advantage when recruiting
and maintaining talent. "
Another silver lining of the pandemic has been a renewed and
strengthened focus on personal wellbeing, another obvious plus for
the fresh produce industry, Burns said. And that focus is coming with
increased personalization.
" Personalized nutrition will generate revenue of $64 billion in 20
years, " Burns said, citing RBS statistics. " One startup allows consumers
to conﬁgure their own garden plot in an indoor farm. Others have apps
that match health concerns with produce items. "
Kroger rolled out is telehealth service during the pandemic, and other
retailers will no doubt follow suit. About one in four adults actively
manages their health through healthful food choices.
" Consumers are seeking us out - overwhelmed, overstressed
consumers, " Burns said. " We must dwell on what's possible, not what's
worked in past. "

Next best thing to being there
While meeting virtually can never substitute for meeting in person
- especially in a relationship-driven industry like fresh produce
- Fresh Summit went off about as well as could be expected,
attendees said.

" The educational sessions were awesome, really well done, and there
was only one program we had trouble getting into, " said Jan DeLyser,
vice president of marketing for the Irvine-based California Avocado
Commission.
The number of meetings the commission was able to have was
down because of the complete absence of walk-by impromptu booth
meetings that are such a central part of each Fresh Summit, DeLyser
said. That said, she reported several " meaningful " meetings with
retailers and with students through PMA's Career Pathways program.
At the show, the commission launched its new consumer ad video
and posted other materials on its virtual booth home page.
" I give PMA kudos for grappling with the challenges of bringing the
industry together, " she said.
Chuck Sinks, president of sales and marketing for Yakima, Wash.based Sage Fruit Co., agreed.
" Going virtual is certainly more challenging for everyone but I feel the
PMA has done a good job navigating this virtual experience, " he said.
" The speakers did a very nice job considering the circumstances. "
That said, Sinks said there's no substitute for the real thing.
" The virtual show was very interesting, but it's clear that we all need
to be able to have these shows in person to have the best experience
possible. The bottom line is relationships in the produce industry are
very important and we need to get back to that as soon as it is safe
to do so. "

SAGE FRUIT CO.

Produce: PMA Fresh Summit

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Supermarket Perimeter - December 2020

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