UNITED STATES - Today kicks off the Produce Marketing Association’s (PMA) latest strategy to ensure each facet of our industry has the information it needs in regards to COVID-19. And one thing our industry loves is a roundtable.

At 12:00 p.m. EST, the association launched its weekly Virtual Town Hall Roundtable series. These will take place every Wednesday at the same time, sharing what is learned and looking toward the future.

“The ability to provide updates, discuss challenges in real-time, to share learnings and opportunities, and to explore where we need to focus our efforts as we look toward the future was mutually beneficial to all, but especially to us as we continue to ensure that PMA hears your voice and meets your needs,” PMA said in a message to members.

This morning provided an opportunity to hear from leaders of the USDA and FDA in an opening General Session, featuring members from both branches: Bruce Summers, Administrator for the USDA AMS, and Frank Yiannas, Deputy Commissioner for Food Policy and Response for the FDA.

Roundtables spanned everything from grocery retail and foodservice to trade, labor, and transportation. You can participate in future roundtables by choosing sessions here. PMA did note that you must register separately for the General Session and your choice of Virtual Roundtable.

And the association is going even further to connect the industry to consumer needs and demands, which are constantly in flux as buying behaviors shift from week to week amidst the crisis.

“A little over a week ago, I committed that PMA would be quickly developing consumer campaigns to reassure consumers that fresh fruits and vegetables are available and safe during the COVID-19 global crisis,” Cathy Burns said in a statement, announcing a new consumer-focused campaign.

Accurately dubbed The Joy of Fresh, the program is made up of three components:

• PMA will monitor consumer sentiments to ensure it is addressing rising issues and actively sharing compelling industry stories
• PMA will work with its industry and media partners to amplify how produce and floral can help consumers lead full and vibrant lives
• PMA will provide resources, information, and tools to help each of its members lend their voices to the conversation

In a video release regarding the campaign, which can be seen above, Burns brings PMA Chair of the Board Joe Don Zetzsche, Director of Blooms Floral Shops for H-E-B, and PMA Chief Marketing Officer Lauren Scott to share the details on The Joy of Fresh.

The first wave of The Joy of Fresh resources are available on PMA’s website here, with promises of more to come soon.

As our industry continues to look to solutions one day at a time, AndNowUKnow will bring you the latest.

Produce Marketing Association