I happened to be listening to CNN in the car on August 26 when I heard reporter Dan Simon interviewing lettuce growers, safety auditors and Scott Horsfall of the California Leafy Greens Marketing Agreement. And it was all good! He called the LGMA an example of food safety that could spread across the country. You can read the transcript – just scroll down until you see Dan Simon’s name.

In an era where food safety news is often about illness, proposed legislation or regulation, and lawsuits, it was refreshing to hear that our industry’s efforts were lifted up as a positive move that others (in our industry or elsewhere) should emulate.

Big pats on the back to everyone involved in the interviews – whether on camera or behind the scenes. It’s so important that we keep telling our stories – about taste, nutrition, safety, etc. We can use all the good press we can get!

Earlier this year, the issue of healthful food availability came to the forefront as part of First Lady Michelle Obama’s “Let’s Move” campaign and its drive to improve childhood obesity, eliminate food deserts, and other public health initiatives. A couple of weeks ago here on Field to Fork we talked about how Philadelphia will offer farmers’ markets to underserved communities – thanks to government stimulus funds.

One area PMA has focused on is the issue of fruit and vegetable access, and during Fresh Summit in Orlando, the “Bringing More Produce to More People” workshop will address gaps in the distribution system and explore new ways to make fresh produce more accessible to more people. In addition to learning more about this issue, participants will find out how they can get involved and how incorporating these ideas into merchandising and marketing strategies can improve their bottom lines.

For a complete listing of the event’s education program, visit the Fresh Summit website and look at the schedule. If you’re planning to come to Orlando in October, remember that the deadline to register online and save is September 17. The last day to register in advance is October 1.

To give you a bit of a preview on some of what will be discussed during Fresh Summit, check out the summer 2010 issue of PMA’s FRESH magazine, where we highlighted some of our members’ efforts in the produce access arena.

Taking in a professional convention has consequences. The attendee gets a break, brings home new ideas, builds new relationships, etc. The folks back home may dread the attendee’s return because it’s likely to mean some new scheme to “do things better.”

I attended the American Society of Association Executives convention in late August. (You knew there had to be an association for association people, right?) It is great to get out of the office and learn from fellow association execs that are facing the same issues we face and are willing to share solutions. Speaker Robert B. Tucker focused on innovative thinking. He talked about making innovation a systematic process, implementing idea management systems, collaborating with customers and suppliers, creating metrics and rewards, and involving everyone in the enterprise.

Tucker noted that there’s no such thing as a commodity (an undistinguished item in a sea of like items), just tired marketers. He stressed looking for new markets and new distribution channels. He challenged listeners to look outside their industry to find value and impact.

He also used a twist on a phrase that I liked. Tucker said we should ask ourselves “different” questions as we seek to innovate. That rang true with me – more so than the admonition to ask “better” questions, which makes a negative value judgment about the questions we’re already asking. Not only does this eliminate the value judgment, it also encourages us to open new lines of questioning that may lead to different paths, hence to innovation. So the next time you’re tempted to scour your brain for a “better” question, just let your mind wander to a “different” question and see where that gets you.

I enjoy getting out with my colleagues, examining common (or not-so-common) issues, and finding new ways to improve how I do my job. You’ve got that opportunity coming up as well. Come to Fresh Summit, October 15 to 18 in Orlando. Get out from behind your desk, engage on issues, and build relationships (new and established). Give yourself the mental and physical space to discover and develop the great idea that’s going to take your business to the next level.

PMA is working to strengthen the global marketplace for your products. The fresh produce and floral industries certainly are part of a global, integrated business system that is essential for year-round availability for consumers and business/distribution options for businesses. Recently several PMA staff met with U.S. Commerce Department officials to look for ways we can work together for mutual benefit. We also wanted to explore the resources our members can use to help their businesses.

As with the USDA and other federal agencies, a lot of work goes into these resources, and the Internet makes them more readily and easily available than when we all pored over print materials. You’ve heard of the National Export Initiative (NEI) that seeks to double U.S. exports over five years. Poking around in the department’s export resources you’ll find information on the NEI, basics about exporting, market research, trade leads and more. Whether you’re new to exporting or looking for broader markets, you’ll find resources that can expand your company’s horizons.

You’ll also find opportunities to network with buyers from around the world at Fresh Summit in Orlando, October 15 to 18, so be sure you’re there. Whether we’re talking about global business or local foods, fresh produce is at the heart of most food discussions. We’re part of health solutions, trade solutions, and business solutions. It’s not always easy to operate in such a complex environment.

You already take advantage of some of PMA’s resources (or you wouldn’t be reading this blog). Be sure you capitalize on all of them, and be sure you’re tapping the array of resources the U.S. government has to offer. After all, you helped pay for them.

Field to Fork regularly invites PMA members to tell us your stories – mostly recently, we’ve invited you to tell us how your business is promoting sustainability, and how you are promoting access to healthy fruits and vegetables. This past weekend I was reminded of the real-world consequences when our industry doesn’t tell our story – or worse, when we let others control how our industry is depicted.

My fiancé and I had stumbled quite accidentally on a small tapas restaurant in Chicago, and were absolutely delighting in incredible dish after dish prepared right in front of us. (We’d opted to sit at the bar, which as luck would have it also turned out to double as the finishing line in this small store). It was immediately clear to us that the menu had been prepared with love and ingredients chosen with care, and we foodies were in absolute heaven to be so surprised and delighted. So being a writer at heart, I simply had to find out this place’s story. Fortunately the assistant manager and sous chef was working right in front of us, and was quite happy to recount how the stars had aligned to allow the opening only two months ago of what turned out to be a second location of the owner and chef.

As the evening progressed, we queried her about ingredients. What was this leafy green? What kind of apples were these, and from where? (My fiancé is an apple grower and marketer.) As she educated us, we also learned a lot about her perceptions about produce – and her misperceptions. While she was well educated about food and health in general, a knowledge likely driven by her own celiac disease, she had bought into Dirty Dozen-type reports. She also thought that “organic” meant pesticide-free. This was a woman who works in the food industry, and has the ability to impact the dietary habits of easily thousands of people in an average year.

Simply put, we must do a better job of telling our story, folks – and at a minimum, not letting other folks tell our stories for us (often to our detriment). If you don’t already know this, telling our story has many benefits – both intangible, such as building goodwill that can help you in times of potential industry crisis, as I recently saw Earthbound Farms do artfully – and tangible, by helping us overcome misperceptions that limit our markets. And PMA can help you; your PMA staff includes several public relations experts who can help you do so, just give us a call, we are at your service. We can also introduce you about the resources available to help you better understand consumers, including our extensive consumer research library. We look forward to hearing from you.

(Our upcoming Fresh Summit will feature lots of programming on the subject of telling your story – from President & CEO Bryan Silbermann’s annual State of the Industry address to provide you with inspiration, to workshops to provide you with the skills. For more information, visit our Fresh Summit website.)

And if you want to know where to get really good tapas in Chicago, just let me know, I’ll be glad to share their contact information.

In last year’s in-depth consumer research study, PMA found that the primary reasons consumers purchase locally grown produce is for freshness, taste, and quality. Shoppers also told us they buy local to support local farmers and the community/economy. Interestingly, food safety was a reason that ranked low among for buying local. Combine these trends with an increased focus on knowing one’s farmer and food source via federal programs, and the locally grown trend shows no signs of slowing down.

During the PMA Fresh Summit International Convention & Exposition, we’ll look at this trend and examine the numerous benefits - and risks - associated with it during the “Keeping it Local: The Pros and Cons of Local Sourcing” workshop. If you’re headed to Orlando in October, join us for a panel discussion that will take a frank look at the good and the bad of local sourcing, including finding local partners, identifying potential savings, meeting quality and safety standards, and determining if a local sourcing strategy is the smartest move for your business.

For a complete listing of the event’s education program, visit the Fresh Summit website and look at the schedule. If you’re planning to come to Orlando in October, remember that the deadline to register online and save is September 17. The last day to register in advance is October 1.

In the meantime, check out this recent opinion piece from the New York Times as some food for thought and different perspective on the local trend.

What do sweet corn, pistachios, oranges, grapefruit, and apples have in common? They’re the latest fresh produce additions to the Mexican tariff retaliation efforts. As you know, the U.S. Congress stopped a cross-border trucking safety pilot project run by the U.S. Department of Transportation by eliminating funding for the project in early 2009. This prompted Mexico to announce retaliatory tariffs on U.S. manufactured and agricultural exports to Mexico, including several produce crops. In mid-August, Mexico added new items, including these five produce commodities, to the list in an effort to pressure the United States to take action.

This has been going on for about 18 months now, and the products involved are either not moving into Mexico or are moving at significantly reduced levels. That’s enough of a problem, but the longer the stalemate lasts, the more other trading partners are filling the supply gaps in Mexico left by a lack of U.S. product. Those trading relationships continue to strengthen and may replace the U.S. supplier – Mexican buyer relationships for the long haul. We continue to urge the Obama administration to resolve this.

In addition, the Alliance to Keep U.S. Jobs (of which PMA is a member) continues to urge the Administration to do what it takes to solve this problem. Beyond the trade issues, this issue has resulted in more than 25,000 jobs being threatened or lost.

In the 2008 farm bill, $20 million was provided to the USDA Food and Nutrition Service for pilot projects to evaluate health and nutrition promotion in the Supplemental Nutrition Assistance Program [SNAP—formerly the Food Stamp Program]. Under this legislation, funds are targeted to support projects that provide incentives at the point of purchase to encourage households participating in the SNAP to purchase fruits, vegetables, or other healthful foods.

One such project is the Healthy Incentives Pilot. Yesterday, the USDA announced that Hampden County, Massachusetts, will conduct the first-ever Healthy Incentives Pilot. In a statement, Agriculture Secretary Vilsack noted that “this pilot project will empower low-income Americans to eat more nutritious food and has the potential to strengthen the SNAP program that serves as a critical safety net to the most vulnerable in our society. Increased consumption of fruits and vegetables, especially in the place of higher calorie foods, can help move America towards healthier lifestyles and a healthier future.”

HIP will enroll 7,500 randomly selected SNAP households to receive incentives. For every dollar participants spend on fruits and vegetables using their SNAP Electronic Benefit Transfer cards, 30 cents will be added to their benefit balance - thus cutting the cost of fruits and vegetables by almost one-third. After the pilot ends, an evaluation will focus on whether incentives increase the consumption of fruits and vegetables and how participants’ overall diets are affected. Researchers will also study HIP effects on the State, retailers, and other SNAP stakeholders and assess the feasibility of implementing HIP nationwide.

If the pilot program is a success, it could be implemented nationally. More than 30 million people (significantly more during the recession) receive SNAP benefits. If they eat more produce, that’s a win for them and our industry.

As more consumers incorporate social media and mobile technology into their daily lives, how can the produce industry capitalize on this trend to sell more fruits and vegetables? In the August 9 issue of Supermarket News, I read how a Seattle retailer is combining smart phones and bar codes in an effort to boost sales.

PCC Natural Markets will be testing QR (quick response) codes, which contain more data than standard bar codes and can also be read to display text, video, or a Web page. PCC plans to test the QR codes in shelf talkers for melons and avocados in the produce department. The SN story explains that “once a shopper snaps a photo of a QR code with their smart phone, a two-minute, how-to video will appear on the phone’s screen. The videos will provide tips on how to select, cut, and serve the fruit.”

In addition to piloting the QR codes, PCC is also utilizing Google Maps (each time someone visits the retailer’s website and looks up store locations, a coupon pops up that offers a deli discount) and Foursquare (which gives users points and rewards for frequent ‘check ins’ at store locations) to generate new and repeat business.

PMA consumer research has shown that the quality of a supermarket’s produce department plays a large part in making it a shopper’s favorite destination. When you combine that with new technologies like the QR code, it opens a world of possibilities when it comes to giving consumers more information about the fruits and vegetables in front of them at the point of sale as they browse the department.

And while the use of QR codes in produce might seem a bit high-tech, keep in mind that a recently published “mindset list” about incoming college students claims that, for this group, e-mail is just too slow, and they seldom if ever use snail mail. Used to having instant access to information, this demographic represents the future consumers to whom we’re trying to sell our products, and interactive or mobile technologies may provide a way to reach them.

Often on Field to Fork when we share sustainability stories, those items come from growers, processors, and distributors; however, retailers are also taking strides to become more sustainable. Recently I read that three of Weis Markets’ new stores will incorporate technologies and systems to reduce store refrigerant charges (usage) to 50 percent less than a typical supermarket. This change will decrease the stores’ impact on the ozone layer.

Also at Weis, their Carlisle Street store in Hanover, Pennsylvania, was the first supermarket in the state to earn a certification award from the GreenChill Advanced Refrigeration Partnership, a voluntary Environmental Protection Agency alliance with food retailers to reduce refrigerant emissions. Specifically, the Hanover store installed a glycol refrigeration system, which reduces refrigerant charge to less than half of what a typical supermarket uses. In a statement, Weis Markets noted that just 35 of the nation’s 35,000 grocery stores have received EPA’s GreenChill Store Certification awards.

In addition to changing its refrigerant use, Weis also recycles 14 million pounds of cardboard and one million pounds of plastic bags throughout its retail operations. Although there are no Weis Markets in our area, at the stores where my wife and I buy groceries each week, I see more and more retailers offering eco-friendly reusable bags in lieu of the standard plastic bags, as well as drop-off bins for plastic bag recycling.

Little steps like these can make a difference. What about your organization? Do you have a sustainability story or video you’d like to share with us and other PMA members? If so, please let us know. In the meantime, for more industry sustainability success stories and videos, visit the PMA website.