The Produce Marketing Association, National Restaurant Association and International Foodservice Distributors Association joined forces earlier this year to identify opportunities to increase fresh produce use in foodservice to promote healthy lifestyles. At the PMA Annual Convention earlier this week, the association's president, Bryan Silbermann, gave specifics on the effort. Results from research the groups conducted showed that restaurant operators view fresh produce as a point of differentiation. Nearly three of four restaurant operators said emphasizing fresh produce in their marketing yields more customers, 67 percent want more fresh produce options from suppliers and 41 percent said they expect to serve more fresh produce in the next two years.
The research led to the three associations to set the goal of doubling foodservice use of fresh produce by 2020. The group also identified five collaborative strategies, including:
- Re-imagining the restaurant experience, with produce having a stronger presence and telling its story from field to fork;
- Improving consumer confidence in fresh produce, including product safety, trust and integrity;
- Demonstrating social responsibility, balancing the needs of people, the planet and profitability;
- Fostering closer collaboration among the industry sectors, including operators, distributors and grower/shippers; and
- Fostering closer collaboration with government and other stakeholders.
Mr. Silbermann said, "Achieving this goal will require work, focus and the highest level of collaboration and commitment from our three associations ... and we're starting down that path by creating a new long-term Foodservice 2020 Steering Committee focused on bringing our three association's collective power together to address our goal."
Discussion Question: What will it take for PMA, NRA and IFDA to succeed in their effort to double produce consumption at restaurants by 2020?