Fresh Produce Marketing, Ltd.'s Lisa Cork Joins PMA's Board of Directors
AUCKLAND, NZ - Fresh Produce Marketing, Ltd.’s Lisa Cork has joined the Produce Marketing Association Board of Directors, accepting her nomination last week.
“I’m highly motivated by the opportunity to increase fresh produce demand by offering unique ideas and strategic direction to brands and plan to continue to do so while supporting PMA in this new role,” said Cork, President and CEO of Fresh Produce Marketing, Ltd. “I’m incredibly grateful for the opportunity to serve on the Board of Directors and excited to explore new ideas that contribute to our industry and make the biggest impact possible.”
Most recently a member of both the PMA’s Global Development Committee and Demand Creation Strategic Planning Task Force, according to a press release, Cork’s global experience, ability to think strategically, and ask questions that challenge the status quo resulted in the opportunity to make a larger impact on the Board.
“Lisa is an insightful produce professional, and her many years of experience assisting produce companies around the world to develop impactful strategies and build unique brands will help in bringing PMA’s new strategic plan to life,” said Richard Owen, VP of Global Business Development with PMA. “One of PMA’s new focus areas is demand creation and this is also a passion and focus area for Lisa’s work. We look forward to tapping into her thought leadership and unique expertise for the benefit of the industry.”
One of Lisa’s top noteworthy contributions to the produce industry was creating the Eat Smart brand during her tenure at Apio Inc.–a forward thinking concept that, 25 years later, continues to live up to its potential.
In 2013, Cork won PMA Australia-New Zealand/Produce Plus Produce Marketer of the Year award for her work with Delta Produce Growers and their fresh sweet potatoes, which New Zealand calls Kumara. After a survey showed consumers would pay more for sweet potatoes that were smaller and smoother, she created Love Kumara! Easy Peels and Love Kumara! Little Gourmets branded packs. This move, the release noted, led to grower returns increasing over 200 percent.
Cork led the branding of Winter Sweetz grapefruit by Lone Star Citrus and Naturalls grapes by Borderland Organics. Dedicated to learning what consumers want and expect from their produce, Cork helped revitalize the grapefruit category with Winter Sweetz in creating a brand that addressed the concern grapefruit was “sour and hard to eat.”
With Naturalls grapes, she allowed the company to take advantage of the new “free-from” trend, a move that brought their grapes out of the small organics section and into the conventional grapes display area.
Lisa Cork will continue to offer strategic consultation and workshops to fresh produce companies through Fresh Produce Marketing, Ltd., encouraging them to innovate and think differently, and can be reached by emailing [email protected].