What PMA’s last chairman thinks about 2020, 2021, 2022
Dwight Ferguson will be the last Produce Marketing Association chairman — ever.
His term wraps up by year’s end as PMA and United Fresh Produce Association prepare to launch their merged organization in January.
Ferguson, president and CEO of California Agricultural Leadership Foundation, Salinas, assumed the chairman position during the 2020 virtual Fresh Summit. He succeeded former chairman Joe Don Zetzsche of H-E-B.
Ferguson is honored to have helped unify PMA and United Fresh to form a new global organization in 2022.
“That said, I am also very proud of how PMA has continued to deliver on its strategic plan, despite the challenges presented by the pandemic,” he said.
About that strategic plan: It involves building deeper global connections with produce and floral sectors and PMA’s Center for Growing Talent’s new value to the industry on critical business issues of diversity and inclusion.
“Thinking back to a year ago, we created and curated a considerable amount of content, and that has continued this year in the form of virtual town halls, webinars, podcasts, trends analysis reports,” he said.
PMA also connected with larger communities also passionate about produce and floral, such as The Vatican Conference.
Everyone is aware of the ongoing challenges of this time period while Ferguson was chairman.
“In agriculture, one of the things you come to understand and accept quickly is knowing what you can, and cannot, control,” he said.
In some parts of the world, there are still traveling and gathering restrictions. PMA responded to that with virtual offerings and connections, such as Global Retail Week in June.
“And then there are things like the weather and what Hurricane Ida did to our ability to deliver the Fresh Summit experience at the level we’re known for,” Ferguson said. “This was a major disappointment, especially after being part of the industry’s return to Monterey for the PMA Foodservice Conference in July.”
Regardless, the industry has shown its resilience, he said.
“I believe moving forward, not only will we be together again in person, but the power of our unified associations will amplify our voice and extend our reach to create a healthier world for everyone,” Ferguson said.
Board members adapted to these challenges, including Zoom fatigue, across time zones and all hours of the day or night.
Ferguson wanted to be chairman because it was an opportunity to give back to an industry that has helped him grow professionally and personally.
“Throughout my career, I have valued my involvement with PMA and the many relationships and benefits I’ve been able to realize because of it,” he said. “Because of PMA, I have industry contacts and friends on every continent.”
The new association’s incoming chairman, Bruce Taylor of Taylor Farms, is a great business innovator and someone who keeps strong connections with his people and community.
“That type of approach, balancing innovation and connections, will likely shine through as the new organization begins its work,” Ferguson said.
In the past-chairman role, Ferguson will serve with Taylor on the new board in 2022.
Read more
PMA, United Fresh leaders preview new association
PMA announces online Fresh Ideas Showcase
