PMA’s international trade programming expanded in 2007, more planned in 2008

Produce Marketing Association (PMA) significantly increased its international programming in 2007 to better serve its members around the globe including U.S. members engaged in international trade, the association reports. Last year’s activities included more “in your neighborhood” networking and education events, a landmark new report on emerging produce markets worldwide, and other products and services specifically tailored to meet industry members’ trade needs. As a result, PMA’s global membership increased 20 percent to a record level, with U.S. new member recruitment reaching record levels.

“PMA worked hard to globalize the association’s member value in 2007. Given these positive results, more activities are planned in 2008 so we expect even greater international participation in the coming year,” said PMA Vice President of Global Business Development Nancy Tucker.

New in-country councils and events offer networking, education
To provide a venue for members around the globe to network and learn, PMA held meetings of volunteer-led member councils in key fruit and vegetable-producing countries in 2007. The Australia-New Zealand Country Council – led by council chairman Michael Simonetta, chief executive officer of Perfection Fresh Australia – met twice last year. Similarly, in December a first meeting was held of the Mexico Country Council, led by council chairman Francisco Obregon director of produce, Latin America business development division of C.H. Robinson Worldwide, Inc. Future meetings of these new country councils are planned to provide ongoing opportunities for members to network, discuss local issues of common interest and learn from industry experts.

PMA also hosted several international “Fresh Connections” events in 2007. Like the Fresh Connections functions held in the United States, these events offer an opportunity for association staff to meet with members, and for member networking and education on local industry’s hot topics. Chileans gathered at a Fresh Connections event in May, while the third annual Australian Fresh Connections was held in August. The events were well attended, attracting 110-200 member and non-member attendees to the respective events.

During the event in Chile, Dr. Thomas Reardon of Michigan State University gave a presentation on global supermarket growth opportunities for the Chilean fruit market while attendees learned how PMA could help with key issues affecting the produce industry and the value of membership firsthand from PMA’s Tucker. Dr. Reardon also participated in Australia’s third successful Fresh Connections Conference event held in Sydney. He was joined at that event by William Schuler, president and chief executive officer, Castellini Group of Companies and co-chair of the PMA Transportation Task Force; and by Tucker, who spoke on the impact of global trends in horizontal and vertical consolidation. Each session was followed by question and answer sessions with a panel of local leaders from Australia and New Zealand, who discussed the regional market impact of these topics.

Commenting on the value of the Fresh Connections conference, event chairman Michael Simonetta said, “This event set new standards in networking and information exchange for all of us in the fresh produce industry in Australia and New Zealand. This is the first time I have seen all the main Australian retail groups together at one event.”

Association resources offer worldwide value
PMA offers a variety of services and information to all members importing and exporting fruits and vegetables in the United States and abroad. Among the resources available are several detailed country market profiles, an overview of the World Trade Organization’s role in the global market place, U.S. and international market and trend information, and access to information on the international coordination of food safety standards. For the convenience of members all over the world, these resources are available 24-7 on the PMA Web site.

The association also recently published the groundbreaking report “The Supermarket Revolution in Emerging Markets: Implications for the Produce Industry,” available only to members. The report – written for PMA by Thomas Reardon – details produce marketing opportunities in the fast-growing emerging global markets of Asia, Latin America, and Central and Eastern Europe, comprising 4.5 billion consumers.

“The Reardon report is a valuable resource for any company interested in growing their global exporting operations,” stressed PMA’s Tucker.

While some non-U.S. members see their PMA membership as a gateway to the U.S. market by attending and networking at annual PMA’s Fresh Summit Conference and Exposition, they are increasingly being attracted by the association’s expanding information resources. To serve the association’s Spanish-speaking members, PMA offers a host of products and services in Spanish including: PMA’s Headline News daily news digest; a variety of management and business development resources including a crisis management planning manual and white paper on the emerging practice of using radio frequency identification to track product, retail and foodservice guides and posters, and the ability to view key sections on the PMA Web site in Spanish.

In-country representatives boost members’ local access

To communicate the value PMA offers to international members, the association has enlisted the services of three staff representatives servicing three key areas of membership. John Baker brings more than 30 years of produce industry experience to help PMA better serve members in Australia and New Zealand, while Alejandro Larreategui adds his marketing and industry experience to the association’s efforts in Mexico. Finally, Gustavo Yentzen’s contacts and industry knowledge are helping to build PMA’s presence in Chile and Peru. Acting as the direct contact for their respective region, each representative brings valuable insight into the challenges and opportunities their members are facing – and how PMA can help.

“Our international representatives have proven to be an effective and essential way to connect with our non-U.S. industry members. Through our continuing work with these in country PMA staff associates, we’ve identified successful strategies to meet the needs of our global members, which is also increasing the percentage of companies renewing their membership each year,” said Tucker.

More programming expected in 2008

Coming off the successes of the expanding international programs, PMA plans to continue its global outreach in 2008. Additional events and initiatives will be announced throughout the year upon completion.

The PMA International Council met in Mumbai, India March 9-12 to carry out its work of advising the association on how to provide additional value and grow the association outside the United States. The council members also met with key produce industry leaders from India to share information about the growth, challenges, and opportunities in this country. The insights from these discussions will be shared with PMA members in an upcoming report.

For more information about PMA’s international activities, visit http://www.pma.com/CIG/intl/ or contact Nancy Tucker at +1 (302) 738-7100.

Publication date: 3/19/2008

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