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.

In comments filed yesterday with the U.S. Department of Agriculture concerning the agency’s proposed national leafy greens marketing agreement, PMA noted that certain parts of the proposal must change to ensure the program is successful and reflects the needs of the participants.

We stated: “In several instances, USDA appears to have taken decision making away from the administrative committee and we would caution the agency that this may create a slow and bureaucratic structure that marketing orders and agreements are intended to avoid. The whole idea behind these legal entities is to push decision making closer to the producers and handlers, who should have the flexibility to address issues as they arise.”

We also addressed issues related to industry representation on the proposed agreement’s board, recommending that USDA consider including a slot or slots designated for grower-shippers, companies that serve both as producers and handlers. With this change, USDA may increase the number of handlers to a majority without losing the perspective of the producer. With the proposed representation, USDA may create a board unresponsive to those it must get to sign up, dooming the effort to failure.

In addition, PMA called on USDA to develop science- and risk-based preventive metrics that should cover good agricultural practices (GAPs) and good handling practices (GHPs)., and to develop these metrics before companies sign on to the agreement. Our belief is that companies will want to know what they are obligating themselves to and that will not be possible if the metrics have not been developed at the time they are asked to sign on to the agreement.

You can read our full comments to USDA via the PMA website. We’ll continue to monitor the regulatory process on this topic and will keep you updated via Field to Fork as new developments occur.

PMA has long supported consumer outreach on safe food handling – and safe produce handling in particular. We support the Partnership for Food Safety Education (PFSE) and funded its consumer handling tips for fresh produce.

Late last month, the USDA, the U.S. Department of Health and Human Services, and the Ad Council launched a campaign called “Food Safe Families.” In a recent statement on the campaign, Agriculture Secretary Tom Vilsack noted: “This year, one in six Americans will get food poisoning – that’s 48 million people… These aren’t just statistics. These are real people, real families, impacted by the food they put on the table. We can do better… We know that it’s our job to make sure food is as safe as possible before it reaches consumers, and we take that job seriously. But we want all Americans - cooking in the kitchen, or outdoors on the grill - to take the messages of clean, separate, cook and chill to heart. And year-round, we want consumers to have the information they need to be food safe at home.”

The campaign uses a variety of media in English and Spanish, including social media. And it focuses on the four basic messages: clean, separate, cook, and chill. Check out the materials, and don’t miss the ads – especially the chicken and the carrots in “time out.”

Each of us has opportunities to spread the word about safe food handling – family, employees, religious/civic groups, health fairs, etc. These new tools, in addition to those from PFSE are free to use.

Food safety is a top priority for PMA and its members. And the government has a strong role to play as well. But we can’t forget consumers – they need the right information to keep food safe in their homes.

According to Shopping for Health 2011, an annual study released by the Food Marketing Institute and Prevention, a shift in thinking is happening in supermarket aisles across the country. What used to matter most to shoppers is which undesirable characteristics their foods were devoid of: fat, sugar, salt, calories, etc. Now, fortification and the inclusion of key health ingredients are on the rise, with fiber (44 percent) being the most sough-after component; whole grain (36 percent), protein (27 percent), Omega-3 (23 percent) and antioxidants (16 percent).

About half of shoppers bought cranberry juice, dark chocolate, or almonds in the past year, probably because there have been marketing campaigns and news coverage touting the health benefits of these so-called “superfoods,” so dubbed because they contain large quantities of specific nutrients. Shoppers are also purchasing green tea (43 percent), pomegranate juice (25 percent), and Greek yogurt (21 percent). Certain health claims, with heart health (73 percent) leading the pack, are also proving to be attractive to customers. More energy (71 percent), digestive health (66 percent), and improving mind health (65 percent) follow closely behind.

Despite this attention to healthy foods, lack of planning is trumping health in the decision-making process at the American dinner table, as 72 percent of shoppers decide what to have for dinner that day. Lack of meal planning is so pervasive that one-in-four shoppers (24 percent) decide what to have for dinner within one hour before eating.

Looking at this study, I can relate to the lack of planning when it comes to meals and admit I’ve made purchases due to health claims. On the meal planning front, while we sometimes are able to plan, more often than not we end up buying meal components when we’re in the store - due to an idea sparked by something we’ve seen or read in store or due to our daughter’s tastes. Currently her fruits of the moment are bananas and oranges.

When compared with what PMA has found in its recent consumer studies, Shopping for Health’s findings are somewhat similar to ours. We found that the main reasons consumers are buying fresh fruits and vegetables are to eat more healthfully and they are sources of vitamins and minerals. PMA members who’d like to learn more about consumer trends are encouraged to visit the Consumer Research Center. Note: If you’re a member, you’ll need to be logged in to the PMA website to view our studies.

A new study by Technomic reveals good news for mobile food vehicles, as 91 percent of consumers polled who are familiar with food trucks said they view the trend as having staying power and not a passing fad. Only 7 percent of consumers who use mobile food vehicles (MFVs) said they expect their frequency of visits to food trucks to decrease over the next year.

Technomic representatives noted that once consumers gain exposure, they seem to have very positive impressions of the experience; however, the research found that 70 percent of non-users are still hesitant to purchase food from mobile vehicles, which is probably the biggest current growth challenge.

The report also found that, although social media is an integral part of food truck marketing and patronage, 61 percent of consumers find out about mobile food trucks by “just happening upon them.” Of the consumers who do follow food trucks on social media, 84 percent do so at least once a week. (Editor’s note: mobile purveyors of fresh fruits and vegetables need to embrace multiple social media venues to get the word out to the public if they haven’t already.)

Here in the town where the PMA office is located, we don’t have the mobile food truck phenomenon; however, I’ve seen them in other cities and seen some that sell fresh produce. In light of last week’s big announcement by the White House, USDA, and several national retail chains to open or expand stores to offer fresh produce and other healthful foods to underserved communities, I believe food trucks present another distribution channel through which our industry can sell more fruits and vegetables and address the food desert challenge.

On Wednesday I was honored to join First Lady Michelle Obama at the White House for an announcement she called “a really big deal … a game changer for our kids and our communities all across this country … to make the healthy choice the easy choice.” Mrs. Obama highlighted the work of the new Partnership for a Healthier America (PHA) and shared the stage with retail executives whose companies have signed commitments to bring fresh and healthy foods into urban “food deserts,” including Wal-Mart, Supervalu, Walgreens and independents Browns, Calhouns and Kleins.

Together over the next five years, these six companies have committed to provide more than 10 million Americans with healthier, affordable foods as part of a national priority to address childhood obesity and build stronger communities around profitable supermarkets offering new jobs and healthier, more affordable food in economically distressed areas. Mrs. Obama called the companies’ commitments a sign that there is a new partnership between government and industry to move beyond the rhetoric and deliver access to healthier, affordable food. More companies are expected to follow.

The fresh produce industry has much to gain for this initiative to bring fresh, healthy foods – and more jobs– to so many Americans for whom a well-stocked supermarket is not a common sight. Think about what it means to have 10 million more Americans served by your supermarket customers. Consider PHA chairman Dr. James Gavin’s comment that 23.5 million Americans today don’t have access to fresh fruits and vegetables in their neighborhoods.

All of us in the produce industry should feel proud to be part of this change wave moving across the country, bringing our healthful, nutritious products to more places. We’re changing the way Americans view their food – and in doing so we’re driving economic growth too. This event demonstrates the growth of collaboration we have with government to improve both the health of our nation, and the health of our industry, through greater consumption of fruits and vegetables.

If you’d like additional information about the day’s events, download PMA’s press conference, and be sure to view photos and other related news from Reuters and the U.S. Department of Agriculture.

What appeals most to Americans on a food product label? A new survey released by the Shelton Group finds Americans most want to see variations of labels declaring “natural,” “organic,” or “Grown in the USA.”

On the last descriptor, representatives from the Shelton Group believe the popularity of ‘Grown in the USA’ reflects three important trends: Americans are increasingly worried about food contamination, water treatment, and crop fertilization in other countries; there is growing support for family farms and local sourcing; and they are concerned about the economy and job losses, so they believe buying ‘Grown in the USA’ is a way to help fellow citizens.” The survey also found that:

• Recycling is growing more popular, with more than 60 percent of Americans saying they regularly recycle aluminum cans, plastic bottles, and newspaper; however, convenience still plays a big role in recycling. Households without curbside service recycle at a significantly lower rate than those who do have it.
• Forty three percent said “made with 100 percent recycled content” was the best description to read on a package of disposable plates or cups. (What might this mean for fresh produce packaging?)

I found the perceived connection between origin labeling and support of family farms interesting, as PMA’s research from a year ago found that, when asked what they value in local fruits and vegetables, consumers most often said they are looking for “freshness,” followed by “flavor,” and “food safety.” While support for local farms and the economy did appear on our survey responses, it did not rank as high as what the Shelton Group found.

PMA members who’d like to learn more about consumer trends are encouraged to visit the Consumer Research Center. Note: If you’re a member, you’ll need to be logged in to the PMA website to view our studies.

A friend sent me the link to an SN (Supermarket News) editorial about menu labeling. In this case, the issue was whether grocery stores should have to do menu labeling (SN says no), but it was another issue that caught my eye. The editorial cited surveys that show consumers really don’t eat “better” when presented with calorie information even at the point of purchase (a restaurant or college cafeteria).

We see a myriad of efforts to get us all to eat the right foods, reduce obesity, improve chronic health problems, etc. We have MyPlate – arguably the easiest to understand information (half your plate fruits and vegetables – how much clearer could that be?). We have stars and number systems to help consumers distinguish the “better for you” foods. We have the First Lady – the Mom in Chief – who is very clear about what she wants us to eat. We have proof that fresh produce isn’t expensive compared to other foods.

So why isn’t consumption changing? Why aren’t we eating “better”?

I don’t think consumers don’t get it (if you’ll forgive a double negative). If you ask anyone you know what they should be eating, or what they should not be eating, they’ll probably tell you the right answer. More fruits and vegetables, less candy and potato chips. In our hearts we know what we should eat – we’re very aware. But we don’t do it, we don’t change our behavior even in the face of personal or communal health issues.

We have to crack that block between awareness and behavior. When we do, there will be no limit on how much healthier we can be ­­– as people and as an industry.

Last week here on Field to Fork, I mentioned a study that examined the foodservice sector’s economic recovery and consumer perceptions on healthful menu items. Recently I came across a survey by Mintel that found while operators are trying to maintain sales and attract customers by promoting value, what’s noticeably absent from these “value menus” are healthful dishes with fresh vegetables, fruits and other nutritious ingredients.

The study found that 41 percent of restaurant-goers think eating healthfully at their favorite eateries is more expensive than not eating healthfully. Meanwhile, 14 percent look for the cheapest items on the menu when deciding what to order. It also found that while healthful restaurant fare is expected to be fresher than average meals, less than half of restaurant patrons said that healthy meals rate higher than average meals in flavor, satiation, appearance and taste. Mintel respondents believe that 510 calories is the average calorie count a healthy meal should contain.

When it comes to healthful dining, the majority of customers (81 percent) are looking for tools to make their decisions easier. Forty-eight percent of Mintel’s respondents chose dishes that utilized healthy ingredients, like lean protein and vegetables. Menu transparency is the next most widely used tool, with 41 percent of restaurant goers using menu calorie counts to help with their selection. Meanwhile, 29 percent of people simply control portion size by ordering smaller portions or taking home part of their meal.

If you’re interested in the role fruits and vegetables play in foodservice menus and you’re joining us in Monterey, California, next weekend for the 2011 PMA Foodservice Conference & Exposition, be sure to attend the conference’s opening general session “Foodservice 2020: Challenges Met with Opportunities.”

In it, PMA President and CEO Bryan Silbermann and National Restaurant Association President Dawn Sweeney will lead a supply chain discussion exploring the Foodservice 2020 initiative and its goal of increasing produce usage in foodservice. Leveraging the latest research, they will address topics connected to the current state of produce in foodservice, like quantity, geographic locations, and menu applications.

Panelists will then examine the barriers to profitability that can be overcome by increasing produce usage - how using fresh cut can decrease back-of-house operational costs, enhance food safety efforts to improve corporate image and differentiate products from those of the competition.

Last Wednesday, I had the opportunity to join PMA member Joel Bedol, chief operating officer from Sy Katz Produce, Lin Schmale from the Society of American Florists, and Bert Lemkes, co-owner of Van Wingerden International (a PMA and SAF member) to discuss E-verify and U.S. agriculture’s labor needs with members of the North Carolina Congressional delegation. We also met with Representative Fred Upton of the sixth district of Michigan.

The lobby day, which also included members of the Agriculture Coalition for Immigration Reform, National Council of Agricultural Employers, and others, had coalesced around the Florida Fruit and Vegetable Association Board meeting in Washington, DC.

As you know, House Judiciary Committee Chairman Lamar Smith has introduced an E-verify bill that would mandate the use of E-Verify to confirm the eligibility of workers by all employers. This bill, as it stands now, does not fully take into consideration the unique farm labor needs faced by fruit and vegetable growers, nurseries, and other U.S. agriculture sectors.

However, Representative Dan Lungren (who also serves on the Judiciary Committee) is finalizing an amendment to E-verify that would create a more flexible and market-based agricultural worker program that would not affect the current H-2A program in any way and would create a new non-immigrant visa program. Though not a perfect fix, it does begin to address agriculture’s needs.

During our meetings, we shared our industry’s concern with an “E-verify only” approach and highlighted the pending Lungren’s amendment with Congressional staffers. We also noted that what is currently happening to Georgia agriculture (labor shortages as high as 30 to 50 percent and projected losses of $300 million by growers and producers) is an ominous sign of things to come if our industry’s needs are not addressed.

While it was a very full day of meetings, I got the general sense that the offices we met with understood our plight and some pledged their support to help us obtain the workable program agriculture desperately needs. Both Pete and Joel did an excellent job in bringing the realities and implications of what “E-verify only” enforcement measures would do to their businesses and communities, which I believe resonated with the staffers. To supplement their stories, I provided copies of PMA’s fresh produce and floral economic impact studies – including state and district profiles – to underscore the importance of our industries to the overall U.S. economy.

In the coming weeks, we’ll keep you updated on the latest news surrounding this important issue and how you can get involved.