Shannon Shuman is the Publisher of The Packer, thepacker.com, PackerTV, The Guide, Fresh Trends, and Produce Retailer Magazine. He oversees all operations including editorial, circulation, production, product innovation and business development. This oversight also includes hiring the most effective talent to drive all aspects of their business.

 

 

 

Fresh: Give us a brief description of your company.

SS: Since 1937, Vance Publishing has been a recognized leader in business information and communications. It is our design to create distinguishable and purposeful content and content-rich environments that serve specialized audiences.

Fresh: Can you describe your company's products and services a little further?

SS: Our mission is to serve our readers and create the most compelling, trustworthy source of news and information in the most-timely fashion. As readers become more fragmented by their media consumption habits, The Packer has embraced those opportunities to deliver news and information the moment it happens.

Fresh: How has your company evolved through the years to meet changing demands?

SS: Like most businesses, the media world has seen its fair share of changes in the past ten years. The challenges today are getting a reader's attention - then keeping it - among all of the media noise presented by the digital revolution. The Packer has met those challenges head on and moved boldly into the digital realm with a complete business shift to being digital first. In May, The Packer took its first significant step to harness the power of digital video by launching The PackerTV - a weekly 10 minute webcast delivering the week's biggest stories in the fastest growing media segment.

Fresh: What role has human capital played in getting your company where it is today?

SS: The changes to the media environment are being felt worldwide. The strongest, most innovative companies are able to stay ahead of the curve while the media world sorts itself out. The key to innovation is the people we employ. Our strength is based on an unyielding push to the future and harnessing and developing the talented people to lead us there. For The Packer and all of the related products, talent must have a unique mix of media experience combined with an in depth understanding of the fresh produce marketplace.

Fresh: How do you see the impending talent shortage affecting our industry?

SS: We see the industry continuing to wrestle with major issues in food safety and sustainability - which will both have a significant impact on the entire supply chain. The industry is also faced with the task of continually increasing consumer consumption and awareness of the benefits of fresh produce. The strength of our industry relies on the ability of all of its constituents to attract and develop business leaders who can take on these overarching issues. If the industry does not take on the challenge of developing a talent base capable of driving major changes, we might find ourselves at a standstill and unable to control our own destiny.

Fresh: Do you think we are facing a "people with talent" shortage or simply a "people" shortage?

SS: Without a doubt, we are facing a talent shortage. While the industry can take a great deal of pride in the progress it has made over the years, business will only continue to become more and more complex. Skills in government relations, international trade, supply chain management, strategic business development and marketing communication are just a few of the specialized "talents" that need to be acquired and developed in our industry. With our current economic conditions, the window of opportunity to recruit talented business leaders is now.

Fresh: How do you feel that your company's contribution to PMA's Foundation for Industry Talent will help your company deal with this challenge?

SS: The Packer is delighted to be able to contribute to the PMA Foundation for Industry Talent. We hope our contribution will allow PMA FIT to reach out to other industries and promote the unique challenges and benefits of working in the produce industry. We are convinced that if more people understood the complexity and sophistication of the produce industry we could attract talented and motivated individuals both business savvy and freshly educated.

We, at The Packer, recognize that we are all connected to one another and good talent benefits the entire industry. Collectively, we all grow together as the industry talent level improves.