Every five years, Congress addresses the farm bill, which sets agriculture and nutrition policy for the United States. The current farm bill will expire at the end of September. The Senate passed its version June 21, and the House will draft its own version of a new farm bill in July. If it passes a bill, a conference committee will work out the differences between the Senate and House versions.

We applaud the Senate’s efforts, especially those of Sens. Debbie Stabenow (D-MI) and Pat Roberts (R-KS), chairwoman and ranking member (respectively) of the Senate Committee on Agriculture, Nutrition and Forestry. The Agriculture Reform, Food and Jobs Act of 2012 (S. 3240) preserves key programs for specialty crops, including research, block grants, and nutrition. Special thanks to each PMA member who contacted their Senators to assure funding for those programs.

The House Committee on Agriculture is set to take up its farm bill deliberations July 11. It will be important that members of the committee hear from you about specialty crop priorities for the farm bill. Stay tuned to Field to Fork and our advocacy alerts so that you can convey your support for programs that advance our industry and consumer nutrition. To get the alerts, simply sign up for PMA’s GROW Network (Grass Roots Organized to Win), by sending us an e-mail.

From some folks who ought to know, these are the key elements of successful partnerships:

• Necessity of partnership (must have a need)
• Clear purpose and motivation (even if those are different for both parties)
• Time and effort (one speaker said every good deal dies three times)
• Even power dynamics (trust is essential, no “gotcha” games, everyone brings something important to the table)
• Metrics to hold each other accountable

This discussion occurred at the Consumer Federation of America’s Food Policy Conference in mid-May. The speakers, who were discussing partnerships to advance nutrition policy, were: a public policy consultant, a rep from Darden, a rep from the Partnership for a Healthier America, and a rep from Nemours. But the points they made work for any partnerships and are worth repeating.

The speakers repeatedly said that compromise is not a dirty word and that trust is essential. Clearly defining outcomes and accountabilities is critical to keep everyone focused and productive. It doesn’t matter that each partner’s motivation for the outcomes is different; in fact that can allow a broader partnership if everyone doesn’t have to think the same way. The commitment to work toward the common outcome will drive the partners to success.

Agreeing on metrics strengthens accountability, one speaker noted. The group said that spelling out the work to be done and the structure to get it done and agreeing on decision-making and communication are also important.

One of the speakers noted that rarely in Washington, D.C. does anyone get their own way. Negotiation and compromise are important skills, and sometimes a third party may come in handy. That’s true outside Washington as well. We can often achieve more together than we can individually – that’s a core premise of associations like PMA, not just partnerships. You can take advantage of networking and partnering opportunities through your PMA membership benefits; we’ve just added a narrated Webinar on how you can maximize your membership. Find the right people to help you achieve your goals!

The Senate Agriculture Committee is expected to take up the farm bill, the massive reauthorization of federal farm programs, soon. Though it began as a reconsideration of price support programs, the farm bill has become the primary congressional vehicle on food and agricultural policy. In the last farm bill (enacted in 2008 and expiring this September), the Specialty Crop Farm Bill Alliance successfully advocated for the inclusion of programs targeted to the needs of produce and other specialty crops.

Senator Debbie Stabenow of Michigan championed specialty crop agriculture in the 2008 bill; this time, she chairs the Senate Agriculture Committee. Recently Chairwoman Stabenow released a draft of the bill, known as “the chair’s mark.” A review of this draft reveals the proposal continues the tremendous gains specialty crops received in the last farm bill, but in a far more difficult budgetary environment. It increases spending for block grants to states to support specialty crops and the plant and disease program known as “10201.”

The draft maintains nutrition programs such as the snack program and USDA purchases of fruits and vegetables for school meals. The bill reauthorizes the research program designed to target research needed by specialty crops and even attempts to address concerns the coalition has raised to better align that research with industry needs.

The farm bill journey has many steps to go. It is not known if the work may be completed before the existing bill expires, but the Specialty Crop Farm Bill Alliance, which includes PMA, will continue fighting for the priorities for the fruit and vegetable industry. Chairwoman Stabenow’s bill is a significant start.

To make your voice heard in Washington on this critical legislation, visit PMA’s Advocacy Action Center to contact your Congressional leaders.

Today during PMA’s State of the industry address at Fresh Summit in Atlanta, we unveiled our new logo and brand promise to our members, which states: “We help our members grow through access to relevant information and smarter connections.”

PMA’s rebranding initiative has been in development for some time, and as I think about how that effort relates to me and the work I have done for 17 years at PMA, I’ve found that a lot of what Kathy Means, Cyndi Clifton and I (your Government Relations and Public Affairs team) do dovetails into this.

For instance, throughout the year, we have kept you up to date about new legislative and regulatory developments that may impact the industry. One example of this is the Food Safety Modernization Act resource page and our responses to FDA (via comments and testimony) to help inform the agency of industry realities and practicalities as it works through the rulemaking process.

We also help our members navigate various U.S. government agencies, either via the website or through e-mails and one-on-one phone calls, to help them find solutions to their questions. It’s a great feeling to effectively answer a member’s question about country of origin labeling or another topic. If we don’t know the answer right away, then it’s a good learning experience to track that piece of information down and provide it to the member.

In addition, we strive to share new research, consumer insights, emerging trends, and other insights with you every day through this blog and welcome your feedback via the comments. And PMA’s new social networking space, PMA Xchange, is another forum for members to engage in conversation with other members and staff.

So as we enter this new phase of forging closer relationships with our members, I hope you’ll call on us when you have questions or need information. We’re here to serve you – the PMA member – and we’re dedicated to ensuring you have the resources you need to grow.

In June, members of PMA’s Government Affairs Committee (GAC) met in Washington, D.C., and told government officials why increasing produce consumption is important to them and their businesses. Here at Field to Fork, we want to highlight a few of those stories. This story comes from Gary Caloroso of Augustine Ideas/Consumer Effects International.

Gary has made his career promoting the nutrition and health benefits of fruits and vegetables. He feels the government must continue to support this. He has a 6-year-old son who is headed for first grade in the fall and wants to ensure he has access to produce in school meals. He believes we must put party lines aside and have bipartisan support for nutrition programs.

Besides ensuring his son has healthy school meals, Gary himself has lost 80 pounds over a three-year span. He made lifestyle changes – including increasing consumption of fresh produce.

Gary’s story is important as it reflects what most people want for themselves and their families – good health and good food. We can act as he has – caring for himself and his family at the micro level and advocating in Washington at the macro level to extend that to everyone.

In June, members of PMA’s Government Affairs Committee met in Washington, D.C., and told government officials why increasing produce consumption is important to them and their businesses. Here at Field to Fork, we want to highlight a few of those stories. This story comes from Joel Bedol of Sy Katz Produce.

Apart from his own enlightened self-interest about a rising tide raising all boats, including that of his company, and his own “bugaboo” concerning the future of the small grower (i.e. 300 acres or less), healthful eating is a main driver in the welfare of the entire country.

As the father of five kids (although no longer really “kids”), Joel frets about the availability of health care to them as Medicare and Medicaid bust the budget – and as decreasing reimbursement rates by health insurers to private practitioners - given health care inflation - either drive doctors out of the business or make them work harder and harder to make a decent living. He worries about the welfare and future of a nation having a disproportionate percentage of its citizenry overweight and sick. He said: “As I fret about these things, I remind my wife, my kids (and myself) that the answer to much of this is to stay healthy! And, in order to stay healthy, what could possibly be more fundamental than a proper diet?”

Joel is clear about why we need to boost consumption. You probably have your own reasons – what’s your story – and who should you tell?

In June, members of PMA’s Government Affairs Committee (GAC) met in Washington, D.C., and told government officials why increasing produce consumption is important to them and their businesses. Here at Field to Fork, we want to highlight a few of those stories. This story comes from Michael Shapiro of Weis Buy Farms Inc.

Mike has two nephews, nine and six, and he’s getting them to try to new items he brings them. When he was watching the boys recently, he gave them a fresh fruit snack each day instead of their usual crackers. One of those snacks was orange watermelon.

“The day I cut into the watermelon they watched me,” Mike said. Both are eager eaters and willing to try anything. When they tasted the watermelon, they laughed. They loved it. For the next few days I packed it in their lunchbox. All their friends wanted to try it. I believe that if kids develop good eating habits, it stays with them.”

Mike is using his influence with his nephews, and they in turn are influencing their friends. It’s made me wonder whether I’m doing all I can in my sphere of influence – personally and professionally. How about you?

In June, members of PMA’s Government Affairs Committee (GAC) met in Washington, D.C., and told government officials why increasing produce consumption is important to them and their businesses. Here at Field to Fork, we want to highlight a few of those stories. This story comes from Anthony DeAngelis of Christopher Ranch.

Anthony has concerns over the big/small characterizations of the fresh produce industry by policymakers. Often we hear about “big agriculture” – and usually not in a nice way. Although Christopher Ranch is the largest U.S. producer/distributor of fresh garlic, the company supports many family farms. Anthony notes: “The modern produce grower is not easily divided into neat distinctions between farm-stand proprietors and those that capitalize on traditional government-subsidy row crops. Specifically, we’re a third-generation family business, but we are not Cargill, Archer-Daniels Midland, Dow, etc. Yet we all hope to serve the same goal of increasing produce consumption by the American public.”

Anthony said the company is directing its efforts through PMA GAC to enable industry and government to have better working knowledge of the constituents in our industry and vice-versa. “We want to reduce the risk of legislation that is based on misperceptions or misclassifications of whom we are or who we benefit/serve as an industry,” he said.

Anthony has it right: We must be sure those who govern our industry understand who we are and what we do. What misperceptions do you see that need correction? Let us know.

As I write this, I’m checking my word count…you’ll see why.

At Fresh Summit, one of the keynoters gave a follow-up workshop on social media. As our industry’s marketers continue to embrace this type of outreach, 200 of the most eager listened to David Nour give tips. Among them, in no particular order:

• The value of a presentation isn’t measured by its weight. Keep it short, concise. (As you’ll see, he’s all about content-packed brevity).
• There are five places you have to have a presence on: LinkedIn, Facebook, Twitter, Youtube, and Slideshare.
• The ideal blog length is 300-500 words. (Write tight is how I learned in journalism school.)
• Online eyes are browsers, not readers. Keep it short - bullet points or sound bites.
• Build your brand online: “If you don’t toot your own horn, there’s no music.” This goes for people and companies.
• Engage people on social networks to build evangelists for you and/or your company. They’ll spread your message.
• To succeed on social networks, align business goals with the stakeholders you want.

Nour had other great information. You can get that and other post-convention value soon at the PMA website.

(This post comes in at just more than 200 words.)

While I was at the association for association people convention in August, I came across two women who got me thinking. Each of them was at the convention for the first time. One was a membership manager, new to association work, and the other was an executive director (CEO) who was an association vet. Each of them was excited about being at the convention. Neither talked about parties or expo giveaways; they were jazzed about the educational sessions and had checklists of what they wanted to accomplish and how they were going to use their learnings to make their associations better.

The membership manager was younger (she got carded at a reception) and was looking for a mentor; the association has such a program, not unlike PMA Foundation for Industry Talent matches produce industry vets with students. She had specific issues and challenges regarding membership value that she wanted help with, and she was on a mission to find it – through the sessions and through everyone she met. She was very excited that her employer sent her to the convention, and she was intent on bringing back value for her association.

The executive director told me she’d known about this convention for years, but this was the first time she’d worked for an association that valued continuing education in association management. Her goals were more strategic, but like the membership manager, she was on a mission. She was meeting new peers and scouring the expo hall for vendors that could help her advance her association.

In each of these cases, an employer chose to invest in an employee, believing the association would reap the benefits. And they sent employees that took that task seriously. These women saw the opportunity to attend as evidence of their employers’ faith in them. Who in your organization could attend something like Fresh Summit and bring back ideas that will make your company more successful and more profitable? Who do you want to show confidence in? Whose potential are you developing?