Chat – Bryan Silbermann - The Packer

Chat – Bryan Silbermann

10/19/2010 09:58:30 AM
Tom Karst

The other thing I wanted to touch on in the State of the Industry is that although we are still in a turnaround phase in the economy, I see some signs of tremendous brilliance coming down the pike in the marketing efforts of some of the organizations in industry and I’m going to be highlighting those. I think there are some segments of our industry and some organizations that have really started to get it and are doing much more to sell their product and less to tell people why they should be eating their products. We have done a helluva lot of telling in our industry for a long time – you ought to do this – rather than selling why you should do this, why it is easy and fun to do. I just think we have seen some great examples in the last year or so, great marketing campaigns, and I think Fresh Summit provides a wonderful opportunity for folk to take a look at those and learn from those market leaders.

1:59 p.m Karst: Will the trade gain a better understanding of where they stand with PTI?

1:59 p.m. Silbermann: I think the leadership of the PTI is really important. I think the advances that are going to come out of the meeting to do with the voice pick agreement are really important. We said back in April, when we issued a statement from the associations involved, that we were recommitted and reorganized and I really thing that is what you are going to see. There will be greater awareness, more understanding of PTI. I think some of the people who have made the most noise outside of PTI because they haven’t been involved I think getting those folks engaged and understanding the benefits should be a big help.

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