The Produce Marketing Association is turning to a new relationship with The Hartman Group to better understand consumers and drive produce purchase.

At its board meeting held June 2-4 in Vancouver, British Columbia, the group discussed growing produce consumption through a better understanding of buying behaviors, said Tim Riley, PMA chairman and president of The Giumarra Companies, in a news release.

“Whether it’s a focus on the millennial consumer, organic vs. conventional perceptions, or how the digital world is affecting our bottom line, the research pipeline PMA Is providing will help equip the industry to make smart, profitable decisions,” he said, in the release.

PMA recently redesigned its website and joined with The Hartman Group to study global consumer trends to help the produce industry drive demand along its four strategic values:

  • Global Connections
  • Science and Technology
  • Issues Leadership
  • Industry Talent

The first of three reports available to PMA members this summer through The Hartman Group, “Outlook on the Millennial Consumer 2014” is available at

PMA plans to have its next board meeting October 16 in Anaheim, Calif.