PMA Creates New Award to Recognize Retail Innovation in Produce Marketing
NEWARK, DE - The Produce Marketing Association (PMA) is looking to shine a light on our industry’s hardest working retail representatives. Recently, the association announced it created the PMA Retail Award in order to recognize and showcase the innovative merchant strategies designed to drive produce consumption that grocery retailers are using in-store.
“Our goal is to recognize the good work of our retail members and showcase innovative approaches for increasing consumer demand and consumption of fruits and vegetables,” said Joe Watson, Vice President Membership and Engagement, Eastern USA. “At PMA, we know there is no better way to grow a healthier world than to increase produce consumption.”
According to a press release, the PMA Retail Award—which is only eligible to PMA members who also happen to be Vice Presidents and Directors in the global supermarket retail sector—will recognize the planning and execution of a unique or seasonal promotion for fruits and vegetables that educates consumers, increases store sales, and addresses sustainability in some way. A panel of leaders in marketing, sales, and merchandising will judge nominations based on the following criteria:
- Retailer’s produce marketing/merchandising plan solved a specific challenge and added to store sustainability efforts
- Promotion period must be a minimum of one month and data submitted includes baseline, length of promotion, percent of sales growth of item(s), and the outcome of the promotion
- Promotion increased consumers’ product knowledge, demand for the product, and sales. Examples of artifacts to submit include advertisements, photos, consumer feedback, etc.
- Sustainability was improved within the store or the environment as a result of plan
- Merchant demonstrated motivational and inspirational leadership to team in pursuit of goal
“We’re also aware sustainability is on the minds of consumers and the industry,” Watson continued. “We want to both applaud the amazing work of our retailers and showcase best practices that we can all learn from. This award is as much about providing inspiration as it is recognizing retailers’ innovation.”
If you already have someone in mind who meets the abovementioned criteria, you can nominate them online—nominations are being accepted now through February 14, 2020. The new award will be presented at PMA’s Fresh Connections: Retail event in Philadelphia, Pennsylvania, on March 26. Awards are possible in up to five tiered categories based on banner store count: one to 10 stores; 11 to 49 stores; 50 to 199 stores; 200 to 399 stores; and 400 or more stores. Winners will receive a complimentary registration for one and hotel accommodations to attend PMA Fresh Connections, while winners from each tiered category will receive one complimentary all-access registration and a VIP pass to the reception at PMA’s Fresh Summit Convention & Expo, which is slated to take place in Dallas, Texas, in October of 2020.
Because our industry’s hard work and dedication goes beyond the scope of this new award, PMA is also planning on showcasing the stories of the winners and other nominees, highlighting how their best practices and innovative approaches to produce marketing and merchandising are raising the bar for everyone involved.
So get to nominatin’, produce fam—the industry isn't short on winners! For more of the latest fresh produce news, stay tuned to AndNowUKnow.