PMA Aims to Deliver Personalized Value with Strategic Plan

The Produce Marketing Association (PMA) unveiled its strategic plans for 2014-2018 is aimed at helping members build connections, applying advances in science and technology, identifying talent and reducing barriers to consumption.

Jan DeLyser, PMA chairman of the board and California Avocado Commission vice president of marketing, unveiled the details of the plan in her outgoing chairman’s remarks during this morning’s general session at the 64th annual PMA Fresh Summit. “It’s a plan that focuses on building a support community so members worldwide — both within the U.S. and around the globe — can focus on increasing consumption,” said DeLyser. “It’s an integrated approach through PMA and our Foundation for Industry Talent to provide members better connectivity to more value year-round.”

Appointed by DeLyser in 2012, the Strategic Planning Task Force was chaired by Tim Riley, PMA chairman-elect and president of Giumarra Companies, and consisted of member volunteers and PMA staff. The task force worked with Julie Krivanek, president of Krivanek Consulting, who also facilitated the 2008 plan, to develop the new strategic direction for PMA and its Foundation over the next five years.

Building off the 2008 plan’s success, “PMA 2.0” provides a road map for PMA’s year-round delivery of personalized and differentiated value for members worldwide. The plan focuses on the critical trends and issues facing our global industry and organizes around four areas of focus that align with members’ needs today and into the future: Global Connections, Science & Technology, Industry Talent, and Issues Leadership.

Some changes members can expect to see as a result of the plan include:

  • A laser focus on work that will deliver compelling and personalized value for members.
  • A new, a global web portal, connecting members to even more year-round value: market information, research, best practices, educational tools, news and contacts.
  • An expanded science and technology scope, going beyond food safety to help members manage new technologies, from supply chain efficiencies to seed technology, packing innovations and data management.
  • An expanded global consumer trends research library, helping members respond to and build consumer demand worldwide.

Find more information, including a short, “whiteboard” video previewing what the plan means to member companies, online at

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