The 2nd annual PMA Fresh Connections Netherlands was held yesterday at the Rotterdam Hilton. The reason for the location, according to Bryan Silbermann, CEO of the Produce Marketing Association (PMA), was logical considering the importance of Rotterdam, The Netherlands and Europe as an important gateway to the global industry. The industry was well represented, with visitors representing all corners of the globe.
Bryan Silbermann, CEO of the Produce Marketing Association (PMA).
The conference covered a variety of topics ranging from global trade, to consumer trends, food safety, technology and E-commerce. The aim was to tie these subjects into the four pillars of PMA’ strategic direction. These four pillars are global connections, science and technology, industry talent and issues leadership.
Gert Mulder, Frugi Venta.
Gert Mulder, representing Frugi Venta, who also collaborated with the PMA for the event, spoke regarding the Dutch and ultimately, the global market. “The world around us is changing rapidly, with 9 billion mouths to feed in the foreseeable future, we also need to do this in a healthier, more sustainable way. Fruit and vegetables are at the heart of this, lucky for us. This demands that the entire industry needs to reach out to society and customers alike. To achieve this, working together in the supply chain is a must, and this has been recognised by the members of the two main industry associations in the Netherlands, DPA for the producers organisations and Frugi Venta for import and exports. A decision was made last week to join forces in order to build a strong organisation that can that serve the entire industry from grower to retailer. This new organisation will known as the Fresh Produce Centre (GroentenFruit Huis).” PMA served as an example for this organisation and Geert Mulder thanked them for their input.
One of the interactive poll questions for visitors.
In keeping with current trends in the way of technology and smart phones, this years’ PMA was an interactive one for visitors. Managed by new PMA member Ralph Hinkle, interactive polls were taken during the presentations where attendees were asked a variety of things regarding the particular topic which was being discussed. A wide variety of questions were asked, ranging from ‘Do you think the political crisis (Ukraine and Russia) will continue into 2016?’ to ‘What is ‘brinner’”.
Click here to view the photo report
Click here to view the photo report
After a full day of informative presentations and networking, Bryan Silbermann said the following, “Our industry has to learn that solutions to the problem are not going to be solved by either or. They are going to be answered by, ‘both’, ‘and’. In the past, as an industry, we tended to think of things in black or white, with the idea that there was only one answer. The kind of complexity of the omni channel has to have us thinking very differently about solutions.
PMA Fresh Connections- Rotterdam Hilton, The Netherlands.
“The path to purchase has become more complex which has made the industry more complex. There is a greater demand for transparency, both between trading partners and between consumers and the industry. There are far more expectations, of business partners for consistency in behaviour. The best example of that was the discussion during the conference about food safety. There is a need to use mainstream marketing to reach consumers. More specifically to better segment the marketplace and understand our consumers.”
Much was also learned from the polls taken throughout the conference, “Most of us snack on tomatoes, taste rules as a driving consideration, we (this group) are dominated by people who define themselves as hobby chefs, most of the audience is from Generation X, almost everybody in the room expects the Russian crisis will continue in 2016, and we are split as to whether the German economic engine will slow going into 2016.” concludes Bryan Silbermann.
Visitors were encouraged to share pictures, quotes and other experiences throughout the day on social media and these can be viewed by visiting #pmafreshconnections on Twitter.
Click here to view the photo report
For more information please visit pma.com.