( SXSW )

The Produce Marketing Association hopes to join the education lineup at South by Southwest event for the second year and is seeking industry support to make it happen.

The session, called “The Farmers Behind your Fresh Food,” will feature:

  • PMA vice president of technology, Vonnie Estes;
  • Casey Cox, vice president at Longleaf Fridge Farms; 
  • Henry Gordon-Smith, founder and managing director at Agritecture Consulting; and 
  • Brian Talley, owner and winegrower at Talley Vineyards. 

Voting is available through Aug. 23 online for the panel, according to a news release. The panel would be a part of the 2020 South By Southwest, March 13-22 next year.

The session, according to the release, will give the farmers a chance to discuss shared interests with consumers, including how they use technology to grow fresh produce safely and sustainably. 

“SXSW is one of the best places to learn what global cultural influencers and business leaders are thinking and saying,” PMA chief marketing officer Lauren M. Scott said in the release. “They are there talking about us, and so it is important to break into those conversations and share what we as an industry give to the world. I’m excited that we have a chance to come back and tell more true stories about where our food comes from.”

PMA has been present at SXSW the past two years, with an official education session at the 2019 event.