2009 foodservice conference draws capacity crowd for news and information, business-building networking
Monterey, Calif. –The economy was a hot topic but apparently not a barrier to attendance last weekend as attendees from across the produce and foodservice supply chain gathered for Produce Marketing Association's (PMA) 2009 Foodservice Conference & Exposition, held July 24-26 in Monterey, Calif., USA. This year's gathering of nearly 1,500 produce and foodservice professionals featured strong buyer participation, including delegations from Sysco/FreshPoint and U.S. Foodservice, who combined made up more than 10 percent of the audience.
"We are very pleased and humbled by the response this year's conference has received, in an environment where delivering return on time and travel investments is critical," said PMA President and CEO Bryan Silbermann. "We thank all the people who made this event possible, including our great speakers and exhibitors, our sponsors, and most of all the attendees."
Agenda offers business-building information, analysis – and fun, too
Highlights of this year's agenda included an opening general session of panelists who offered first reports from a new two-phase project to grow use of produce in foodservice to promote healthier menus. Conference attendees were the first to hear results of new research on operators' attitudes about and use of fresh produce, as well as a special think tank discussion of senior-level supply chain executives held July 24. The project is being undertaken by PMA, National Restaurant Association and International Foodservice Distributors Association; Markon Cooperative sponsored the project's executive think tank discussion. A written report will be provided to association members this fall.
Other highlights included a "hot topic" session on the economy, by The Hale Group's Kim Rothstein. Rothstein presented consumer and foodservice trends, noting there are plenty of opportunities to grow produce use in foodservice. Echoing sentiments expressed by opening session panelists unveiling a plan to double produce consumption in the next decade, she also urged greater collaboration between links in the supply chain.
"We're not the demand-fulfillment stage in foodservice, we have to create demand... so business as usual won't work," said Rothstein, who noted that breakfast, snacking and supermarket foodservice present prime opportunities to increase foodservice produce consumption. She also urged attendees to learn how to most effectively market to Generation Y and Post-Millennial demographic groups.
Another conference high point was a discussion amongst buyers and sellers about food safety led by PMA Chief Science Officer Dr. Bob Whitaker. Panel participants – including Markon Cooperative's Tim York, Taylor Farms' Drew McDonald, Duda's Bob Gray, U.S. Foodservice's Jorge Hernandez, McDonald's Suresh DeCosta, Chiquita's Mike Burness and PrimusLabs.com's Bob Stovicek – commented that the produce industry's food safety commitment has progressed, but still has room for improvement.
Hernandez noted that when it comes to food safety, companies in either one of two positions on food safety: "Leaders, and deniers."
The group also discussed the future of audit equivalency vs. global food safety standards, how to benchmark sustainability efforts, and food security.
On the conference's second day, culinary personalities Chef Jeff Henderson, Ted Allen and PMA's own consulting Chef Robert Danhi provided some engaging entertainment, as they talked up – and then dished up – their favorite produce dishes. Highlights included their produce likes, and dislikes. The celebrities noted the role the industry can play in teaching consumers to cook, including providing convenience products.
They then dished up some of their favorite produce recipes. Ted Allen whipped up a broccoli salad with oven-dried grapes, and sweet avocado mousse with mango, lemon and blueberry compote. Chef Jeff concocted pan-seared sea scallops with a broccoli puree, champagne-grape sauce, and a sugared blueberry tart with chocolate-avocado crème. Chef Danhi created a fresh California avocado and blueberry parfait. Even the student sous chefs got in the action. Conference attendees received a booklet containing the celebrities' and student chefs' recipes.
PMA FIT involvement enriches the experience
PMA's Foundation for Industry Talent (FIT) hosted a range of activities that further enriched the conference experience for many groups. Twelve culinary students and four faculty participated in the conference, learning about the produce industry and career opportunities, on scholarships from the foundation's Nucci Scholarship for Culinary Innovation program. The students came from Johnson & Wales University and Culinary Institute of America, attended educational sessions, assisted celebrity chefs during Sunday's cooking demonstration, and walked the show floor.
Nucci scholarships are funded by PMA FIT's annual "Fairways for the Future" golf tournament; this year's tourney at Bayonet & Blackhorse Golf Courses on Friday drew 100 golfers. The tournament raised a preliminary $26,000 to support PMA FIT's efforts to attract, retain and develop produce industry talent.
The PMA FIT hosted its first Fresh Perspective: Women's Networking Event on Saturday evening attracting 110 attendees. The event also collected more than 70 suits and other donations for Wardrobe for Opportunity, a Bay-area organization that provides professional clothing and career support to low-income job seekers.
"We couldn't be more pleased with our decision to sponsor the Fresh Perspectives: Women's Networking Event at this year's foodservice conference," said Freshway Foods CEO, Frank Gilardi. "We truly believe in the value of supporting women in produce and were very excited to see so many fellow industry members in attendance to show their support as well."
And the award goes to...
The conference concluded with the only produce-specific exposition in foodservice. The afternoon expo featured 149 exhibitors offering a broad range of produce and related products and services.
Mission Produce Inc., Oxnard, Calif., received "Best of Show" honors among 149 exhibitors, while Tree Top Inc., Selah, Wash., took second place owners. Exhibits were judged based on booth presentation, product presentation and exhibit personnel.
The Packer also conferred its annual Foodservice Award to David Gill, partner in Gill's Onions, Oxnard, Calif. Managing Editor Fred Wilkinson presented Gill with the award during Sunday's general session; this was the ninth year that this award has been presented at PMA's conference.
PMA's 2010 Foodservice Conference & Exposition will be held July 30 - August 1, 2010. For more information, visit http://www.pma.com/foodservice.
About the PMA Foundation for Industry Talent (PMA FIT)
Produce Marketing Association Foundation for Industry Talent was founded in 2006 by the Produce Marketing Association, the leading trade association for the produce industry. PMA FIT is a nonprofit, 501(c)(3) corporation dedicated to ensuring a quality workforce for the industry, and making a positive difference in the lives of current and future produce professionals by developing their potential for leadership, personal growth and career success. For more information, visit www.pmafit.com.
About Produce Marketing Association (PMA)
Founded in 1949, the Produce Marketing Association is the leading trade association representing nearly 3,000 companies from every segment of the global produce and floral supply chain. Members rely on PMA year round for the business solutions they need to increase sales and consumption, build strong professional relationships, and expand their business opportunities. For more information, visit www.pma.com.
Press Contact
Julia Stewart
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