PMA president points toward a brave new world for produce
PMA president points toward a brave new world for produce
ORLANDO, FL -- In his state-of-the-industry address at Fresh Summit 2008, Produce Marketing Association President Bryan Silbermann stretched back some 45 years to borrow inspiration from Bob Dylan's seminal song, "The Times They Are A-Changin.' "
Mr. Dylan sang in part, "Then you better start swimmin' or you'll sink like a stone, for the times they are a-changin,'" to which Mr. Silbermann added, "We're not swimming fast enough."
Mr. Dylan also sang, "For he that gets hurt will be he who has stalled," a theme Mr. Silbermann wove through his remarks. Mr. Silbermann also borrowed a quote from Rick Antle, chief executive officer at Salinas, CA- based Tanimura & Antle, that the "good times are not lasting nearly as long."
Mr. Silbermann argued that doing things the old way, the way previous generations conducted farming operations, is a recipe for failure. But he also offered hope that the threat of destruction offers the opportunity to grow as an industry.
"Boomers are aging -- tens of millions will be retiring," Mr. Silbermann said. The sheer numbers of available workers is falling off dramatically for following generations who grew up on cellphones, iPods and the Internet and who are "dramatically different than our grandparents," he said.
If the industry doesn't groom tomorrow's industry leaders today, "other objectives won't matter in five years, never mind 10," Mr. Silbermann said. "Plant the seeds for future leaders."
Signs of change are everywhere in the produce industry. Mr. Silbermann pointed out that 50 years ago, 41 cents of every dollar spent on food in the United States went to the farmer. Today, that figure is less than 17 cents. The drive to buying food regionally will continue since consumers equate "local" with food safety. Concerns about carbon footprints will continue to rise as well, Mr. Silbermann said.
"Suppliers are drawing smaller circles," he said, and consumers are showing declining trust toward corporate farming. "The move to small is becoming a very big deal."
Mr. Silbermann illustrated consumers' trend toward buying locally grown produce when he said that shoppers tend to choose local by a two-to-one margin over organic, "even when the price is equal."
The produce industry has been late to sustainability concerns, Mr. Silbermann said. PMA's board of directors allocated $100,000 to a sustainability initiative and soon will share those results.
Mr. Silbermann said that connecting the supply chain through traceability is "still missing a common language" and that systems aren't speaking to one another. PMA, the United Fresh Produce Association and the Canadian Produce Marketing Association have joined forces to work on a produce traceability initiative action plan. They are among a number of groups in diverse industries working toward bringing global GS1 standards to code.
Mr. Dylan sang in part, "Then you better start swimmin' or you'll sink like a stone, for the times they are a-changin,'" to which Mr. Silbermann added, "We're not swimming fast enough."
Mr. Dylan also sang, "For he that gets hurt will be he who has stalled," a theme Mr. Silbermann wove through his remarks. Mr. Silbermann also borrowed a quote from Rick Antle, chief executive officer at Salinas, CA- based Tanimura & Antle, that the "good times are not lasting nearly as long."
Mr. Silbermann argued that doing things the old way, the way previous generations conducted farming operations, is a recipe for failure. But he also offered hope that the threat of destruction offers the opportunity to grow as an industry.
"Boomers are aging -- tens of millions will be retiring," Mr. Silbermann said. The sheer numbers of available workers is falling off dramatically for following generations who grew up on cellphones, iPods and the Internet and who are "dramatically different than our grandparents," he said.
If the industry doesn't groom tomorrow's industry leaders today, "other objectives won't matter in five years, never mind 10," Mr. Silbermann said. "Plant the seeds for future leaders."
Signs of change are everywhere in the produce industry. Mr. Silbermann pointed out that 50 years ago, 41 cents of every dollar spent on food in the United States went to the farmer. Today, that figure is less than 17 cents. The drive to buying food regionally will continue since consumers equate "local" with food safety. Concerns about carbon footprints will continue to rise as well, Mr. Silbermann said.
"Suppliers are drawing smaller circles," he said, and consumers are showing declining trust toward corporate farming. "The move to small is becoming a very big deal."
Mr. Silbermann illustrated consumers' trend toward buying locally grown produce when he said that shoppers tend to choose local by a two-to-one margin over organic, "even when the price is equal."
The produce industry has been late to sustainability concerns, Mr. Silbermann said. PMA's board of directors allocated $100,000 to a sustainability initiative and soon will share those results.
Mr. Silbermann said that connecting the supply chain through traceability is "still missing a common language" and that systems aren't speaking to one another. PMA, the United Fresh Produce Association and the Canadian Produce Marketing Association have joined forces to work on a produce traceability initiative action plan. They are among a number of groups in diverse industries working toward bringing global GS1 standards to code.
