The Produce Marketing Association (PMA) hosted its 11th annual Fresh Connections: Mexico conference and expo May 23-24 at the Poliforum in León, Guanajuato, Mexico. Close to 400 attended, 42 growers and service providers exhibited, and the event featured an impressive lineup of international speakers.
Participants included Mexican retailers, growers, shippers, processors, distributors, wholesalers, and a record number of international importers.
MVZ José Francisco Gutierrez Michel, Secretary of Agriculture from the state of Guanajuato, gave welcoming remarks to open the program, and PMA Board Chair Jin Ju Wilder, director of marketing, LA&SF Specialty, shared PMA’s vision with conference participants.
Speakers addressed hot topics in the industry
Consumer trends expert Elena Ozeritskaya of Fresh Insight spoke about how to address consumer satisfaction and ways to involve and co-create with consumers. She also provided tips on aligning brand strategy and how to deliver desirable product and brands.
In a question and answer session with PMA Mexico Country Council Vice Chair Roberto Salazar from Calimax, Vicente Fox, former President of Mexico, shared his thoughts and observations on the potential impact of NAFTA renegotiations and the upcoming presidential election on the industry.
John Wang of Mr. Avocado and Lantao shared insights on how his company educates Chinese consumers and retailers about avocados using point of sale, flyers, and product samples. He also explained how cold chain and ripening centers are important to his export business.
Claudette Quevedo of Driscoll’s also shared insights on building a global brand in China through marketing alliances, promotions, and more. She also gave an overview on the importance of having growing operations in China.
Dr. Robert Whitaker, Ph.D., PMA Chief Science & Technology Officer, shared that technology is coming at us like a tidal wave that will change our operations, the way we look at food safety, and the way we approach sustainability.
“There was great energy in the year’s Fresh Connections: Mexico,” said Nancy Tucker, PMA Regional Vice President, Central & South America/Mexico. “The education sessions captured attendee interest and lead to peer-to-peer discussions that are a key benefit of PMA events. The exhibitors left with valuable business leads, and we have many first-timers interested in joining us next year.”
Again, this year, the Center for Growing Talent (CGT) hosted a Young Professionals Networking Coffee Hour at Fresh Connections: Mexico. The event, designed so participants could meet peers and expand their networks, was geared toward produce professionals 35 and younger.
CGT, which was founded by PMA in 2005, also hosted a first-ever program to attract Mexican university students to learn about careers in the fresh produce and floral industry. The pilot Career Pathways program followed a model that CGT has used to attract university students to the industry in countries around the world.
The 10 students (pictured, right) who participated are studying agribusiness at Universidad de Guanajuato. Each student was assigned to a Career Ambassador at the Fresh Connections event. Ambassadors are volunteers who serve as mentors, and each is employed in the Mexican produce industry. The students listened to speakers, visited the expo and participated in an industry overview session and career panel conversation.
“Our hope is that participating students consider jobs in our industry,” said Inés Masallach, marketing director for Imalinx and chairperson of PMA’s Mexico Country Council. “Part of PMA’s role is to help grow connections to people and ideas, grow businesses, and grow a healthier world. One way to grow is to attract more smart, talented, and creative people to help our industry advance.”
For more information:
Cassidy Taylor
Produce Marketing Association
Tel: +1 (302) 781-5852