Produce Marketing Association

From Wikipedia, the free encyclopedia

The Produce Marketing Association (PMA) is a global trade association serving the entire produce and floral supply chains by enhancing the marketing of produce, floral, and related products and services worldwide. PMA members are buyers and sellers from every segment of the produce and floral supply chain.

The Produce Marketing Association also operates several produce & floral industry events open to the industry, which attract over 18,000 attendees from over 70 countries.

[edit] History

PMA was founded October 24, 1949, in New York City. PMA's tradition of providing members with networking and educational opportunities began the same year with an event that would eventually be known as Fresh Summit.

First known as the Produce Prepackaging Association, PMA was formed to help the produce industry seize opportunities that arose from new packaging materials developed in connection with World War II and to take advantage of emerging self-service produce departments.

The association's two key purposes in the 1960s were to work for consumer acceptance of produce packaging and serve as a packaging information resource for members.

In the 1970s PMA began to establish its reputation as a marketplace-oriented association. With its new name — Produce Marketing Association — PMA focused on bringing together all levels of the distribution channel in vertically integrated operation divisions: Retail, Foodservice, and Floral (which in late 2001 transitioned to become PMA's first Industry Common Interest Group).

The 1980s, a strong growth period for PMA, saw PMA further refining its marketing strategies to facilitate the increased consumption of fresh fruits and vegetables. PMA developed training manuals, seminars, posters, and tours to boost the industry's knowledge of produce handling and enhance sales. New events such as the PMA Foodservice Conference were also introduced.

The 1990 Futures Study helped PMA's leadership usher in a new decade of growth. Increased focus on increasing consumption led to PMA's creation of the Produce for Better Health Foundation in 1991. This independent foundation was created to work with the National Cancer Institute in a partnership designed to increase consumer awareness of the benefits of fruit and vegetable consumption.

The '90s also saw PMA taking advantage of new communications technologies to connect to members worldwide. PMA developed a Web site www.pma.com to provide 24-hour access to information, and created a virtual trade show. The Produce Electronic Identification Board, managed by PMA, emerged as an essential technology standardization forum for the industry.

PMA enhanced the resources devoted to international growth in the mid-1990s as the trend toward globalization increased. An International Advisory Council was created to allow members involved in international trade to help guide the association. New events and products, including today's highly successful Leadership Symposium were also introduced.

In the 21st century PMA continues its focus to build and enhance a strong global produce and floral supply chain by expanding the services offered to members in the areas of government and public affairs, food safety and security, improving the application of technology, and increasing training and networking resources for industry professionals.

PMA also helped create the Produce Electronic Identification Board, developed the current numbering system of Price Look-Up Numbers used in Canada and the US. The chairman of the organization's board of directors is Peter Goulet. PMA's current president is Bryan Silbermann.