PMA President Emphasizes Challenge Of Food Safety

By Brian Sparks|October 18, 2011

“Food safety is our biggest challenge, and the best science will not help us until we think differently about food safety and make it a part of our entire business.” This is one of the several messages presented by Bryan Silbermann, president of the Produce Marketing Association, as part of his “State of the Industry” address during PMA’s Fresh Summit Exposition this past weekend in Atlanta.

Silbermann compared this year’s listeria outbreak in cantaloupes to the 2006 leafy greens crisis. Not only have cantaloupe sales tanked, but more people have in fact died this year than in 2006. While this year’s headlines stem from one isolated incident, Silbermann noted that it illustrates the industry’s need to “do whatever it takes to make produce as safe as possible.”

Other highlights from Silbermann’s address included:

There’s a new wave of immigration taking place, but it’s not what you might be thinking. Silbermann noted that today’s new consumers are “digital natives,” which means they have grown up with, and speak the language, of digital technology and communication. By contrast, a more veteran industry member might be dubbed a “digital immigrant” and has had to adapt to this change in communication. On the plus side, these digital natives are using social media, whether it’s Facebook, YouTube, or QR codes, to learn more about what they are buying. The challenge, said Silbermann, is that only about 25% of this generation eats fruits and vegetables on a daily basis.
Silbermann highlighted the launch of PMA Xchange, a new social network for the grower/packer/shipper industry, as well as a new PMA logo that incorporates sustainability.
The industry’s focus on price as a prime selling point needs to change, said Silbermann. “Our focus on lower prices may be impacting consumer perception of value,” said Silbermann. “We need to focus more on taste and flavor, and use these as a way to build consumer confidence.”
Silbermann is more than just an inspiring speaker; he’s also a talented percussionist, as evidenced by his closing musical performance with singer/songwriter Billy Dean. You can check out their performance by clicking here.

For more highlights from this year’s Fresh Summit, go to www.pma.com.