Produce industry organisations that want to increase sales and overall consumption of fruits and vegetables would be wise to make consumer needs their "true north," advised Produce Marketing Association president Bryan Silbermann during his keynote presentation at the Fresh Produce and Floral Council's first-ever membership luncheon, in Arizona.

By focusing on consumer expectations in the areas of flavour and texture, Silbermann said that the industry holds the power to produce, promote, deliver, excite, and delight the public with products that marry the concepts of being "good for you" with "tasting great".

Consumer trends were a key component of Silbermann's discussion. He pointed to research that showed that while 36 per cent of US consumers get a sense of accomplishment when food shopping, a significant 25 per cent find shopping unpleasant.

"This polarisation provides an opportunity for produce marketers and retail merchandisers to appeal to consumers' senses and help them realise food as enjoyment, not medicine.

“While the 5-a-day message and programme are promotional bedrocks to increase fruit and vegetable consumption, it's critical to understand that health messages must combine with sensory delights in order to be successful," Silbermann noted. "In fact, PMA consumer research conducted last year revealed that 22 per cent of consumers said taste is the most important factor when deciding to purchase produce," he added. "This outranks any other attribute driving their purchasing decision. We must do a better job of appealing to every one of the five senses if we're to make people passionate about produce."

He also suggested that innovations in logistics and technology are partners, not substitutes, for passion in merchandising and menus.

Citing data from PMA's FreshTrack™ 2003: A Menu of Opportunity report which showed that, by 2005, a growing 49 per cent of foodservice operators will consider fresh produce to be very important relative to centre of the plate items, Silbermann said there will be huge opportunities for increased produce usage in foodservice. He urged the audience to pay better attention to the foodservice sector, calling it the underserved half of the industry.

"With obesity lawsuits being targeted at the fast-food sector of the restaurant industry, the emergence of fast-food entrée salads and fresh-cut fruits and vegetables on menus can help reposition the image of fast food. Consumer acceptance of these healthful alternatives has been very good in the operations where they've been introduced," he stated, noting that they've also had a positive impact on bottom-line profits.

Silbermann continued with an overview of PMA's activities in technology standards and traceability. PMA is working to complete the Industry Product Database (IPD) Service, which will provide the framework for e-commerce to work in the produce industry. The IPD Service is expected to be available by early summer 2004, with service providers and others being certified to the IPD standards.

He added that traceability efforts continue, with the CPMA/PMA Traceability Task Force soon to work jointly with the Electronic Code Council of Canada and Uniform Code Council on a pilot program. "PMA is continuing to work on standards that will improve efficiency, reduce costs, improve service, and enhance product quality," Silbermann said.

In closing, Silbermann highlighted several other PMA initiatives within PMA's learning network, adding that California and Arizona would host a large number of PMA learning and networking events this year. "The vast majority of us in this industry are here because we are optimists. We believe in our power to do good while doing well. All of us hold the power to create the future. PMA is committed to helping increase your marketplace, your professionalism, the knowledge of your people, and your community. Together we can determine whether the future of our industry will be sweet or sour," he concluded.

• Bryan Silbermann is a keynote speaker at the inaugural Re:fresh Conference, on May 6 at the London Marriott in Grosvenor Square. He will take part in a co-branded Re:fresh/PMA session, alongside Bruce Peterson, vice-president, perishables, of Wal-Mart Inc.