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The Produce Marketing Association, citing misinformation about produce and the industry in the COVID-19 crisis, is launching a campaign to connect directly with consumers to assure them produce is available and safe.

The association announced the program in a video featuring CEO Cathy Burns, Joe Don Zetzche, PMA chairman and director H-E-B’s Bloom Floral Shops, and Lauren Scott, PMA chief marketing officer.

The campaign will be promoted through PMA’s Joy of Fresh tagline.

“I want to reinforce the important role of our members and our partners will play in amplifying our industry’s message,” Burns said in the video. “Now more than ever, we need our unified voices heard to help consumers understand the important and critical role produce and floral play in health and wellness.”

Zetsche said PMA members requested such a program, ranging from “education to creative, inspiring ideas."

“Listening to the voice and the needs of the consumer will guide what we need to address and celebrate,” he said in the video. “While many stories about our industry are positive, some advice I’ve seen given to shoppers, especially in recent days, is alarming and incredibly inaccurate.”

Scott said Joy of Fresh has three key components:

  • Monitor consumer sentiments to address issues and share industry stories;
  • Work with industry and media to amplify importance of produce and floral; and
  • Provide information and tools to members.

PMA will make the campaign resources available to members on the a password-protected webpage.

“I know that to be trusted, credible, a voice to consumers now, will give us an incredible opportunity for stronger, deeper relationships tomorrow and in the months ahead,” Zetzche said.

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