PMA’s Fresh Summit on track for big buyer presence
Unlike any previous version, the 2020 Produce Marketing Association’s Fresh Summit, Oct. 13-15, will be a virtual event.
The COVID-19 pandemic has caused all industry gatherings to be canceled or recast as online events. There is no bigger gathering than Fresh Summit, which has for years pulled in a global attendance of more than 20,000.
While the show will be different this year, the support from the industry is expected to be massive.
“It is overwhelming and heartwarming to see how the buyers (both retail and foodservice) are coming out to support PMA and the industry,” said Cathy Burns, CEO of the Produce Marketing Association.
“We are on track to have twice the buyers at Fresh Summit this year. It feels like it is even a bigger must-attend event.”
Burns said Fresh Summit will feature a “buyer preview” week, which will allow buyers to explore exhibitors and schedule meetings.
The virtual Fresh Summit will be new yet familiar, she said.
“It is not going to be a mirror image of the in-person event, but Fresh Summit is still going to be the place to do business in the produce and floral industry.”
Fresh Summit will give both exhibitors and attendees immediate access to the right buyers in an environment that helps people organize and facilitate the connections they ultimately need, she said.
“It’s our intention and our promise that people will uncover and explore the latest trends and information in the industry to help people drive businesses and to understand where the industry is currently and what’s coming next,” Burns said.
“That is always the cornerstone for Fresh Summit.”
The digital platform for Fresh Summit will give users recommendations on relevant content, products, services and solutions, she said.
Fresh Summit will give an opportunity for marketers to showcase their business and their products to their current partners and also to future business partners, influencers and consumers as well.
At Fresh Summit, Burns said members are looking for connections, content and community and they are looking for it in a way that convenient and customizable.
“So whether that’s timezone friendly, live, interactive or on-demand, they really want the holistic experience as it relates to Fresh Summit,” she said.
“It’s really important for us to connect buyers and sellers in a way that they can come together to ultimately drive their business.”
Agility
In addition to missing regular staff interaction at PMA offices (staff is still working from home through mid-September), Burns said she has missed the in-person connections with PMA members and traveling to their operations during the past six months.
“It is great to connect over a screen but it’s very different than connecting in person,” she said.
“But for me personally, navigating unchartered waters has forced us to look at new ways to deliver value to our members across the supply chain and across the world.”
With 17 events around the world scheduled for 2020, PMA has adjusted very quickly to moving all that content online, which she said has required a new level of creativity and innovation by PMA staff and volunteers.
“I am incredibly proud of all the innovations and new ways of communicating content and providing personalized service to our members, about taking some of that forward into what I’m calling the new extraordinary.”
PMA has stressed resiliency and agility as it responds to COVID-19, she said, which have contributed to the “power of the pivot.”
In creating what Burns called “member value on steroids,” she said PMA has listened intently to member needs and sought to understand the industry’s challenges.
“I’m proud of what the staff has done, and to be able to step up and serve our industry in new and unique ways,” she said.
Some of the new ways PMA has used to communicate during the crisis include weekly Virtual Town Hall meetings, the new podcast PMA Takes on Tech, and web seminars.
PMA also has used the Joy of Fresh campaign to tell the story of fresh produce, from the essential workers in the supply chain to the health-giving properties of fresh produce consumption.
Working with other trade associations both within the industry and outside of it also is key, Burns said.
“I strongly believe that collaboration is the new currency, and to be able to do that with our members across the supply chain, across the world, and even partnering with people outside our industry to learn best practices to share with our industry, to adopt (those) to ensure that our members’ prosperity continues.”
Looking ahead
Burns said PMA will continue to be agile as it serves member needs in the face of uncertainty.
“At the heart of what we do is creating connections, providing member value and bringing together and celebrating our community that we call the produce and the floral industry. And I don’t see that changing.”
She said she “can’t wait” for the industry to come back together in person because relationships are built on hugs and handshakes and not just transactions.
At the same time, Burns said members have called on PMA to provide content and solutions to industry-wide problems, no matter if those solutions are delivered in-person or digitally.
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