Post-PMA Observations: Interpretation Versus Reality

The weekly meeting following the PMA convention usually results in a question from upper management about what was seen at the show‭ ‬‮—‬‭ ‬especially any new items or trends‭. ‬This is a normal occurrence‭, ‬and reasoning centers on management’s concerns about keeping up with competitors‭.

While these concerns are valid‭, ‬they sometimes miss the point or the true meaning of observations obtained during the PMA convention‭. ‬Upper management is often nervous about this information‭, ‬because once again‭, ‬“they just don’t get it‭!‬”

I’ve been attending PMA conventions since the mid-80s‭, ‬and I found this observation to be correct‭: ‬the conversations and the observations on the show floor and around the convention provide the most insight on what’s happening in the industry‭.

There is often an underlying vibe of activity and direction that goes unnoticed to many attendees who are only concerned with their private agendas and purpose for attending‭.

The PMA convention is unique in the fact that it goes far beyond displaying new products and capabilities of the vendors‭. ‬It demonstrates‭, ‬sometimes vaguely‭, ‬the true direction of the industry‭. ‬While networking with your peers and having access to customers are key attractions and benefits of the convention‭, ‬experienced produce attendees find there is much more than this available‭ ‬to learn by observation at the convention‭. ‬By observing and absorbing the environment within the hall many intuitive insights are available‭.‬

The truly enlightened retailer not only observes new products and services‭, ‬but also‭ ‬“feels”‭ ‬the underlying pulse of the industry‭. ‬In the case of the most recent convention‭, ‬the casual observer would note it was an extremely busy show floor and there was a considerable amount of frenetic activity between buyers and sellers‭.

However‭, ‬the more experienced observer would take in two elements of note‭: ‬first‭, ‬the tremendous amount of international presence as well as state pavilions promoting produce‭; ‬second‭, ‬the lack of large volume displays of fresh produce‭.

The first observation is the obvious one because the size of PMA’s Fresh Summit has grown to such a scope to be nearly overwhelming in its size and complexity‭ ‬‮—‬‭ ‬thus reflecting the state of the‭ ‬industry‭.

The appearance and expansion of the international and state pavilions bears witness to the efforts of these entities to provide‭ ‬information to the industry about the services and products they provide‭. ‬This reflects the growing interest of the consumer in‭ ‬local products and the interest in new forms of cooking using more exotic and imported ingredients‭. ‬This is indeed an important‭ ‬aspect all retailers should be aware of and take this information to formulate strategies in their organizations to capitalize on these areas‭.‬

In terms of the lack of displays of fresh produce‭, ‬the implications are far more ominous‭. ‬Over the past few conventions‭, ‬the amount of fresh produce on display has been declining to the point that at this year show‭, ‬there was far less sensory input from fresh produce‭. ‬That is to say‭, ‬you could not smell the enticing aroma of fresh produce in the hall‭.

This reflects the industry’s movement toward pre-processed‭, ‬packaged delivery of produce to the consumer in order to make the consumption of produce more convenient‭. ‬This is where the direction of the industry is concerning as it seems to be taking the direction toward a more‭ ‬“consumer products”‭ ‬type of approach‭. ‬In this manner‭, ‬the industry seems to be losing its focus on what enabled it to reach the success that it currently enjoys‭.

In contrast to the relative lack of fresh produce at PMA‭, ‬one characteristic shared by the most successful retailers is the continued promotion of large store displays highlighting fresh produce in bulk form‭. ‬The message delivered to the consumer of an abundant supply of high quality‭, ‬healthful fruits and vegetables is still the most powerful promotional strategy available to the industry‭. ‬The successful retailers capitalize on this display by feeding the consumers’‭ ‬desires for freshness‭, ‬quality and nutrition benefits‭. ‬This simply cannot be conveyed by processed‭, ‬packaged produce‭.‬

While I might be accused of being old-fashioned‭, ‬it seems the industry is edging closer to abandoning the very concept that allowed it to become foremost in the consumer mind‭. ‬The industry can continue to grow‭, ‬prosper and utilize new trends in local and international produce‭, ‬but it should remain true to the customers’‭ ‬perception of high-quality abundance‭, ‬fresh-from-the-farm produce to feed their families and provide the nutrition we all need‭.‬