PMA’s Brian Silbermann’s State of the Industry Speech Viewable Online

Produce Marketing Association (PMA) President Bryan Silbermann’s 2007 State of the Industry presentation, delivered at PMA’s Fresh Summit International Conference & Exposition on Oct. 13, can now be viewed on PMA’s Web site.

Silbermann’s insight, analysis and forward-thinking commentary has become a popular feature of the Fresh Summit International Convention and Exposition in recent years. His 2007 State of the Industry address can be viewed at http://www.pma.com/events/soti.cfm.

”The theme of this year’s speech is ‘back to basics’,” Silbermann said. “To thrive in today’s marketing-driven environment, our industry needs to get back to basics and re-establish the connection we’ve lost with our customers.”

Silbermann’s comments included:
•an industry “report card” on food safety and technology;
•an overview of the produce and floral markets from a global perspective;
•the latest consumer trends and what they mean for the industry;
•the next hot markets;
•and an analysis of critical issues for 2007 and beyond.

Here’s a sample of Silbermann’s observations.
•On branding: “We touch millions of consumers a day, yet few of them know the passion behind the products we create.”
•On the locally grown movement: “How is this new back-to-basics movement different from the intellectual debates of the ’60s and ’70s? Answer: This one is backed by boomer money and moms with disposable income.”
•On marketing: “While we all can’t set up regional farming operations, we can respond to the main drivers … Find the sweet spot, the balance between the drivers and the reality. Look for the opportunity to reinvent yourself, to make the everyday exotic.”
•On social responsibility: “Social responsibility is really all about another basic business rule: remembering there is a face behind every business decision you make.”
•On food safety: “A year later, I’m proud of what this industry has done to use the best science available to provide consumers with safe and healthy produce, every bite, every time. But I also know that food safety is a journey, not a destination …. and we have lots of ground to make up.”