Federal nutrition guidance states fruits and vegetables should make up half the plate, which means the produce industry’s voice should also make up at least half the conversations around food and foodie culture. That’s why Produce Marketing Association (PMA) has submitted a proposal to get the fresh produce industry represented on the educational program for the 2019 South by Southwest (SXSW) festival. Industry members are encouraged to cast their vote in favor of PMA’s proposed session during SXSW’s Community Voting period now through Aug. 30.
“Earlier this year, a group of our volunteer leaders represented the industry and PMA at South by Southwest to listen and experience the cultural conversations around food. In 2019, it is our goal for the fresh produce and floral industry to be heard at the festival,” said Lauren M. Scott, PMA chief marketing officer.
The proposed PMA panel, titled Tap Primal Instinct to Fuel Your Food Movement, will feature PMA-commissioned research findings focused on what drives food choices in different situations and why rational thinking alone can’t trump primal desires. The session is designed to appeal to marketers, researchers, food scientists, consumer enthusiasts, food lovers, policy wonks and health nuts.
“By taking our industry out into the world and bringing the world in to experience our industry, we broaden our perception beyond agriculture or a side dish and demonstrate our relevance to modern cultural currents. In doing so, we create demand,” said Scott.
Scott will moderate a panel discussion featuring experts in marketing, behavioral science and the fresh produce industry. Panelists will include Adam Cooper, vice president of marketing and insights at The Wonderful Company and member of PMA Demand Creation Steering Committee; Lisa Cork, owner/director of Fresh Produce Marketing Ltd. and member of PMA’s Board of Directors and the Demand Creation Steering Committee; and Stephen X. Springfield, executive vice president and chief marketing officer of Sentient Decision Science.
Community votes comprise 30 percent of SXSW’s final decision. Industry members can cast their vote for PMA’s proposed 2019 SXSW session through three simple steps:
- Visit the proposal page at: https://panelpicker.sxsw.com/vote/83379
- Create a SXSW account to vote
- Click the “Vote Up” button on the left side of the screen.
In addition, PMA encourages members to leave a comment on the bottom of the page and share it with your friends and family.
Held each March in Austin, Texas, SXSW is an annual festival, conference and cultural hotbed attracting more than 400,000 societal influencers, innovators and creatives. Vote now to bring the industry to this important table where culture is discussed and help grow a healthier world.
For more information:
Cassidy Taylor
Produce Marketing Association
Tel: +1 (302) 781-5852