New website connects you with the bigger picture - The Packer

New website connects you with the bigger picture

05/16/2014 09:53:00 AM
Shawn Merrifield

Millennials take a big picture view when deciding what to buy, and they love a good story that allows them to personally connect with a brand or product.

That’s according to the new trends report from the Hartman Research Group you’ll find at — and I mean it, you’ll actually now be able to find something on our website.

That’s because, at the request of our members, Produce Marketing Association has revamped and upgraded our website — which will launch May 21 — in order to bring value to members of the fresh produce and floral industry worldwide.

Talking about a good story, I’ve heard one too many from our millennial members and every generation along the supply chain about failed Web searchers, the frustrating navigation or missing registration pages, just to name a few.

That’s certainly not the big picture view or personal connection we want anyone making to PMA, especially when our brand promises to help members grow through access to smarter connections and relevant information.

Access was a big problem at the old site. The new site is like a VIP pass, granting easy entry whether you’re on the move or in your office and putting the relevant information right up front.

Still located at, the new website represents a critical component in PMA’s ongoing efforts to aid consumer connections by linking industry to the people, new markets, trends and insights needed to grow business and increase consumption.

In addition to a fresh look, the new site is much more intuitive to use thanks to redesigned information architecture and a fully functioning search feature.

Aside from that, the site knows what you’re interested in based on your browsing history, much like Amazon, and delivers customized content in tune with your interests.

For example, if you’re exploring topics such as global trade, retail, food safety or talent management, you’ll see related articles and information appear on the right side of your screen.

There was something else from the Hartman Group’s new millennial research that caught my eye and further underscores how badly the old PMA website needed to be upgraded. The study reports that the millennial generation is driving usage of mobile media.

It’s no surprise that mobile is the buzz right now, but more than one-quarter of millennials surveyed make purchases on a mobile device, up 11 points from 2011. Mobile media is an increasingly important digital tool for everyone in the produce and floral industry.

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