I NDUSTRY INSIGHT
A conversation with Bryan Silbermann,
Produce Marketing Association
by Lisa Mooney
Bryan Silbermann es presidente de la PMA, asociación de comercialización del productos agrícola. Fundaron al grupo en 1949, y es la asociación de comercio global no lucrativa mas grande en el mundo. PMA representa a más de 2.100 miembros que venden frutas frescas, vegetales y otros productos relacionado mun-dialmente. Sus miembros permanecen en la producción, la distri-bución, la venta al por menor, y los sectores del servicio de ali-mentación de la industria. Los miembros de PMA representan a casi 50 países y se extiende de minoristas del supermercado a granjeros, y de exportadores extranjeros a las cadenas de restaurante. Los programas de la asociación promueven la dis-tribución eficiente y la consumición creciente de los productos de los miembros por todo el mundo.
Bryan Silbermann is President of the Produce Marketing Association (PMA). Founded in 1949, the Produce Marketing Association, is the largest, worldwide not-for-profit global trade association serving more than 2,100 members who market fresh fruits, vegetables, and related products worldwide. Its members are involved in the production, distribution, retail, and foodservice sectors of the industry. PMA’s membership in nearly 50 countries ranges from supermarket retailers to farmers, and foreign exporters to restaurant chains. The association’s programs promote the efficient distribution and increased consumption of members’ products worldwide.
Bryan joined PMA in 1983 and in 1996 was selected to become president, the organization’s chief executive. In this role, he directs more than 75 staff professionals. Bryan has been instrumental in developing new programs and services for the fresh produce and floral industry including:
• Researching consumer demand for fresh produce
• Launching the national 5 A Day program in the United States
Recently, I had the pleasure of corresponding with Mr. Silbermann and learned more about PMA’s role in the world export market and those issues facing today’s produce suppliers.
1. What changes or trends in the industry, (both in the U.S. and overseas) have you seen since you have been President of PMA?
Since 1996, the produce industry has seen massive shifts. Among these are:
• Technology has revolutionized how we do business. Online transactions and communications are the norm, not the exception.
Technology is now also driving advances in:
• varietal development to enhance the flavor and texture of fruits and vegetables
• harvesting, packaging and transportation to protect the flavor life of our products
• Globalization everywhere, not just in supply and demand of produce. Investments in production and processing have crossed borders with leading supplier companies focused on year-round sourcing to retain their roles as category captains for their customers. Company brand identity is becoming arguably a greater global asset that the land base on which some produce is grown.
• Decommodization has become an imperative for suppliers and buyers alike. Being in the middle of the pack is not sustainable in the long term.
• Food safety is expected as a basic price of entry to markets. Third party certifications have become standard demands from retail and foodservice buyers worldwide.
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