PMA begins filming informational DVD on RFID systems
PMA begins filming informational DVD on RFID systems
SALINAS, CA The Produce Marketing Association launched production of an informational film on Sept. 16 at NewStar Fresh Foods, here, about the benefits of using radio frequency identification.
The filming continued the following day, one of several stops used in what will result in about a half-hour-long instructional DVD. On Sept. 17, PMA continued at NewStar's cooler.
Further filming will include other locations in California, as well as Dallas, New Jersey and PMAs headquarters in Delaware, spread over seven or eight days of shooting.
Gary Fleming, PMAs vice president of industry technology and standards, is serving as the coordinator of the film and will be interviewed on the film. Speaking on location at NewStar on Sept. 17, Mr. Fleming said that the main purpose of the film is to provide a "quick 'RFID 101 lesson. The film will illustrate a technology thats difficult to understand in written format," Mr. Fleming said.
Well show from the harvest to when it goes to the store, Mr. Fleming said. Well insert RFID into pictures to make them produce supply-chain specific.
The film also will address the challenges of implementing RFID in practice such as its use in water. Mr. Fleming said that he hopes the film will get people to think about potential applications of RFID. Impediments to adoption of RFID include the cost of the tags and the perception that there is no return on the investment in RFID, Mr. Fleming said. He added that he hopes the film will spur people to think about RFID uses within their own organizations and for their own benefit.
The ability to start and stop the film should prove beneficial as a learning tool, Mr. Fleming said.
PMA will use a three- or four-minute excerpt of the DVD at its Fresh Summit International Convention & Exposition Nov. 4-8 in Atlanta. As well, companies that appear in the film may have the excerpts at their booths at Fresh Summit, Mr. Fleming said. The full-length DVD will be for sale at the convention. As of this publications deadline, PMA had yet to determine the price of the DVD.
The marketing campaign for the DVD should start sometime in October, though interest is already stirring. Mr. Fleming said that he has begun to start fielding calls from the international community about the DVD.
The film will include interviews with produce companies, retailers, users and people who may want to implement the use of RFID at their company.
Interviews with Tom Casas of Tanimura & Antle (chairman of PMAs RFID Task Force) and Jim Lemke of C.H. Robinson Worldwide (vice chairman of PMAs RFID Task Force) will be in the film. Tanimura & Antle and NewStar each will have other representation in the film.
Other companies and organizations represented in the film will include Ballantine Produce Co., EPC Global (RFID standards organization), GSI U.S. (parent company of EPC Global), Manhattan Associates (a middleware company), Plantronics and Zebra (printers and label applicators), xterprise (an RFID integrator) and Alien Technology Corp. (a leading manufacturer of RFID tags and readers).
Benjamin Kantor, a recent graduate of California Polytechnic Institute at San Luis Obispo, handles the camerawork for filming the DVD. But the film is the property of PMA, and PMA wrote the script and oversees all aspects of filming.
The filming continued the following day, one of several stops used in what will result in about a half-hour-long instructional DVD. On Sept. 17, PMA continued at NewStar's cooler.
Further filming will include other locations in California, as well as Dallas, New Jersey and PMAs headquarters in Delaware, spread over seven or eight days of shooting.
Gary Fleming, PMAs vice president of industry technology and standards, is serving as the coordinator of the film and will be interviewed on the film. Speaking on location at NewStar on Sept. 17, Mr. Fleming said that the main purpose of the film is to provide a "quick 'RFID 101 lesson. The film will illustrate a technology thats difficult to understand in written format," Mr. Fleming said.
Well show from the harvest to when it goes to the store, Mr. Fleming said. Well insert RFID into pictures to make them produce supply-chain specific.
The film also will address the challenges of implementing RFID in practice such as its use in water. Mr. Fleming said that he hopes the film will get people to think about potential applications of RFID. Impediments to adoption of RFID include the cost of the tags and the perception that there is no return on the investment in RFID, Mr. Fleming said. He added that he hopes the film will spur people to think about RFID uses within their own organizations and for their own benefit.
The ability to start and stop the film should prove beneficial as a learning tool, Mr. Fleming said.
PMA will use a three- or four-minute excerpt of the DVD at its Fresh Summit International Convention & Exposition Nov. 4-8 in Atlanta. As well, companies that appear in the film may have the excerpts at their booths at Fresh Summit, Mr. Fleming said. The full-length DVD will be for sale at the convention. As of this publications deadline, PMA had yet to determine the price of the DVD.
The marketing campaign for the DVD should start sometime in October, though interest is already stirring. Mr. Fleming said that he has begun to start fielding calls from the international community about the DVD.
The film will include interviews with produce companies, retailers, users and people who may want to implement the use of RFID at their company.
Interviews with Tom Casas of Tanimura & Antle (chairman of PMAs RFID Task Force) and Jim Lemke of C.H. Robinson Worldwide (vice chairman of PMAs RFID Task Force) will be in the film. Tanimura & Antle and NewStar each will have other representation in the film.
Other companies and organizations represented in the film will include Ballantine Produce Co., EPC Global (RFID standards organization), GSI U.S. (parent company of EPC Global), Manhattan Associates (a middleware company), Plantronics and Zebra (printers and label applicators), xterprise (an RFID integrator) and Alien Technology Corp. (a leading manufacturer of RFID tags and readers).
Benjamin Kantor, a recent graduate of California Polytechnic Institute at San Luis Obispo, handles the camerawork for filming the DVD. But the film is the property of PMA, and PMA wrote the script and oversees all aspects of filming.
