This year’s PMA Fresh Summit in New Orleans spoke of change in the industry and innovation to propel a community of produce growers, shippers and marketers into the future. Sessions ran the gamut, from emerging technology and creating passion for fruits and vegetables through powerful marketing techniques to PMA President Bryan Silbermann’s State of the Industry session, which inspired and motivated the some-18,000 attendees at this year’s show.
Here’s a look at Silbermann’s general session, the innovative Innovation @ work display area, which showcased this year’s Impact Award winners, as well as a few shots of the bustling show floor, where colorful produce and floral arrangements spanned the Ernst N. Morial Convention Center and people of the produce industry exuded enthusiasm and passion for the world of produce.
We spoke with Jeff Dunn, CEO of Bolthouse Farms and former senior executive at Coca-Cola, in a one-on-one interview after his inspiring session “Creating Fruits & Veggies Passion!” at this year’s PMA Fresh Summit in New Orleans. From the acquisition of Bolthouse Farms by Campbell and industry issues and trends to marketing to kids in the future and a brand new partnership with PMA to begin a marketing community, we get the scoop from straight from the source.
SB: The natural foods and premium juice industry is exploding and more and more large companies are acquiring smaller health-oriented companies. What has changed for Bolthouse Farms since Campbell acquired it 15 months ago? Has it changed the direction of the brand at all?
Not at all, and the reason is that because when they bought us, Denise Morrison, the CEO, part of the deal in buying us was that she really wanted to leave us as a sustainable company, she recognized our mission was slightly different than theirs, but mostly, our business system was different. (read more…)
Jeff Dunn, CEO of Bolthouse Farms and one of the newest members of the Produce Marketing Association Board of Directors, announced on Friday at Fresh Summit in New Orleans a new partnership in which Bolthouse Farms’ Chief Marketing Officer Tom Putman will lead a team of volunteers from PMA to build a marketing community within PMA.
Dunn encouraged attendees to share thoughts, case studies, experiences in things that have worked and haven’t worked, and most importantly, their stories, which can then be turned into powerful marketing vehicles to boost the produce industry.
“If we can start to distill down what we all know in our heads into a community of storytelling, we’ll find associations, we’ll find technology to bring those stories to life,” Dunn said.
Produce growers, shippers and businesses can go to www.xchange.pma.com and log in with their username password, then look for Dunn’s discussion titled “Creating Fruit and Veggie Passion!”
“I have never seen a bigger marketing opportunity than what exists today,” Dunn said. (read more…)
When it comes to the world of sustainability and consumer aspirations and purchasing behaviors, the stars don’t always align to make everyone successful and happy. Within that “world of sustainability” though — as The Hartman Group has labeled it — Laurie Demeritt told the group at last week’s FMI and GMA Global Sustainability Summit in Seattle, Wash., that there are various levels of consumers, grouped by their involvement and interests in making sustainable purchases — something CPG companies and retailers can benefit from understanding.
Segmenting the sustainable consumer
About 16% of people basically say that they don’t think about social and environmental concerns when they make a purchase, and moreover, that they don’t really believe there’s any social or environmental problems in the world, Demeritt explained.
The remaining 84% is segmented into two groups; the core being the traditional, “stereotypical sustainability consumer who cuts their own hair, puts it in the compost and goes out of their way to buy sustainable products,” Demeritt said. (read more…)