Working together to serve industry’s future

09/21/2012 09:30:00 AM
Jan DeLyser

To meet these ever-increasing demands — from consumers as well as government and other stakeholders, and from the environment — we must be more creative, more innovative and more thoughtful.

By collaborating across our entire global fresh produce community we can overcome challenges, stimulate ideas, and learn and grow together.

To promote greater consumption of fresh fruits and vegetables we must continue to move them to the center of the plate through a coordinated consumer outreach emphasizing taste, convenience and nutrition — while also letting consumers know that the food they are eating is 100% safe.

The most important place to start is among our youngest consumers, building their enthusiasm for fresh fruits and vegetables in as many ways as possible.

And we’re helping industry do just that, with the Sensory Experience contest at PMA’s Foodservice Conference — judged by kids, the “Just4Kids” section of Fresh Summit’s New Products Showcase, and our government relations focus to bring more fresh produce to school children on school menus and other initiatives.

The future of our industry may be changing faster and in more ways than we can fully grasp, but it is still very much in our hands.

Working together, we can build the fresh produce industry of tomorrow, a bigger, stronger, global community that benefits our industry and our consumers alike.

That’s a new reality we are all ready for.

In addition to being incoming chairwoman of PMA, Jan DeLyser is also vice president of marketing for the Irvine-based California Avocado Commission. She was honored as The Packer’s 2011 Produce Marketer of the Year.

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