I find it funny yet telling how resistant people are to calling that big produce industry show in Orlando at the end of October anything other than PMA.
For the first time ever, the conference is called the Global Produce and Floral Show, brought to us by the International Fresh Produce Association.
But I’ve yet to come across anyone using that name in all my interviews for articles, podcast episodes or videos. I’ve had the same experience countless times while chatting at networking events.
An apple grower? No. A nonprofit organization? Nope. An ag tech leader? Nada. A retailer? Nay.
People simply refuse. They cling to the PMA name. Or, you could say, they hold it dear. They stand by it firmly.
Anyone who’s ever had the privilege of naming a child knows names matter.
They hold weight. They mean something. They create an impression before you meet that person.
But managing everyone’s impression of your name is impossible.
How many of us harbor any childhood traumas of being taunted with undesirable nicknames in the schoolyard? (I’ve come to terms with “Amy Sour” and “Amy Powder,” thank you.)
So, when the news broke in March 2021 of United Fresh Produce Association and Produce Marketing Association’s merger, a lot of the watercooler chatter was about the name.
Many of us knew the two powerhouses were in talks to unify. This discussion had been raised and dropped for years.
But many of us didn’t know what the new name would be.
And what would the nickname be? United Fresh and PMA became shorthand for not only the two organizations, but also the two organizations’ biggest annual conferences.
Now that this is one mega-conference, our industry still hasn’t settled on a nickname for International Fresh Produce Association’s former PMA Fresh Summit.
This is arguably the conference of all conferences — especially now that the two largest produce industry organizations are one entity. The show is valued for its networking, business-building and educational opportunities.
No matter how much we treasure this show, we can’t keep calling it PMA. I vote for calling it If-pah, sounding out the acronym like it’s a word itself. Who’s with me?
Or we could call the show “O Squared,” as it’s in Orlando in October, although that name prevents flexibility in location and timing. Scrap that.
One thing I do know: We can’t always control what our nickname will be. We can try, though.
As this show’s identity gradually fuses in our minds with the new IFPA organization, maybe we’ll let go of the ol’ PMA name.
I think this reluctance signals connection, loyalty, engagement and value. It feels like our show, like our child. IFPA can take it as a compliment.
