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Oct. 24, 2011
On this Special Report, Brian Silbermann takes a moment to talk with AndNowUKnow's Sarah Hoxie to discuss the industry and what is yet to come. He remarks that the growth of an association occurs when people come together to form a community and create value together. For Mr. Silbermann, that is what PMA is all about. The association is promoting these ideas through their new brand. Their "Lets Grow" philosophy focuses on the building of community beginning with the roots of an industry. By creating a firm foundation and community to pass along to future generations, the industry grows.
In his State of the Industry address, Brian Silbermann focuses in on some essential points by opening with the idea that everything begins and ends with the consumer in the industry. The consumer needs to drive every facet of the industry. He sees the need to focus on flavor and de-commoditizing the industry. There is also the need to ensure products are safe and that practices which are not adding value to the industry are eliminated. Brian Silbermann notes that it is crucial that the consumer comes first and connect to the consumer with new technologies.
PMA is currently involved in the undertaking of many industry initiatves. The association's priorities for 2012 include ensuring food safety and working on research for the Center of Produce Safety, who has almost million dollars coming in to fund research. They are also promoting the education of members to better connect to consumers in order to increase consumption, as well as the globalization of the produce industry by helping members to draw information from all over the world. Of the new My Plate icon, Mr. Silbermann comments on its effectiveness in showing the proportionality of produce to other foods, with its simple display.