PMA delegation returns from China with fresh insights into global market
PMA delegation returns from China with fresh insights into global market
The Produce Marketing Association's International Council met in Shanghai, China, from Feb. 26 through March 1 with Rabobank North East Asia representative Patrick Vizzone to explore the opportunities and challenges in the global produce supply chain and, more specifically, on China's current and future role as a significant exporter and importer of fruits and vegetables.
The findings from the collaboration are being incorporated into a white paper PMA will make available May 15.
The International Council, chaired by Michael Simonetta, chief executive officer of Perfection Fresh Australia, included grower-shippers, retailers, brokers and wholesale- distributors from 10 countries. Other attendees were PMA board Chairman Janet Erickson, executive vice president of purchasing and quality assurance for Del Taco Inc.; PMA board member Lisa McNeece, vice president of foodservice and industrial sales for Grimmway Farms; Robert Verloop, vice president of marketing and sales promotion for Sunkist Growers Inc.; PMA President Bryan Silbermann; and other PMA staff members.
With the assistance of the U.S. Department of Agriculture's Agriculture Trade Office in Shanghai, the delegation toured retail operations to examine how produce is merchandised to consumers in China. The agenda also included on-site tours of a traditional wholesale market, a vegetable production operation, and the Shanghai Sunqiao Modern Agriculture Development Zone, where the group studied the modern greenhouse production of tomatoes, cucumbers and other vegetables.
Sunkist Growers sponsored a reception that brought the delegation together with more than 80 representatives of 45 China-based produce companies. During her presentation at the Fresh Fruit & Vegetable Industry Leaders reception, Ms. Erickson noted, "The world, as we know it, has changed forever. China is a big part of the produce industry's future, and we are here to learn more about the opportunities of this emerging new market."
Mr. Simonetta, International Council chairman, remarked, "What an extraordinary opportunity to learn more about the possibilities inherent in a truly global produce supply chain. This was an eye-opening experience. We have learned a great deal about the implications of China on the global marketplace and are eager to share these findings with the industry in the forthcoming white paper as well as the special session Patrick Vizzone will conduct at this year's Fresh Summit in San Diego."
The findings from the collaboration are being incorporated into a white paper PMA will make available May 15.
The International Council, chaired by Michael Simonetta, chief executive officer of Perfection Fresh Australia, included grower-shippers, retailers, brokers and wholesale- distributors from 10 countries. Other attendees were PMA board Chairman Janet Erickson, executive vice president of purchasing and quality assurance for Del Taco Inc.; PMA board member Lisa McNeece, vice president of foodservice and industrial sales for Grimmway Farms; Robert Verloop, vice president of marketing and sales promotion for Sunkist Growers Inc.; PMA President Bryan Silbermann; and other PMA staff members.
With the assistance of the U.S. Department of Agriculture's Agriculture Trade Office in Shanghai, the delegation toured retail operations to examine how produce is merchandised to consumers in China. The agenda also included on-site tours of a traditional wholesale market, a vegetable production operation, and the Shanghai Sunqiao Modern Agriculture Development Zone, where the group studied the modern greenhouse production of tomatoes, cucumbers and other vegetables.
Sunkist Growers sponsored a reception that brought the delegation together with more than 80 representatives of 45 China-based produce companies. During her presentation at the Fresh Fruit & Vegetable Industry Leaders reception, Ms. Erickson noted, "The world, as we know it, has changed forever. China is a big part of the produce industry's future, and we are here to learn more about the opportunities of this emerging new market."
Mr. Simonetta, International Council chairman, remarked, "What an extraordinary opportunity to learn more about the possibilities inherent in a truly global produce supply chain. This was an eye-opening experience. We have learned a great deal about the implications of China on the global marketplace and are eager to share these findings with the industry in the forthcoming white paper as well as the special session Patrick Vizzone will conduct at this year's Fresh Summit in San Diego."
