Leaders from the US Produce Marketing Association (PMA), National Restaurant Association and International Foodservice Distributors Association (IFDA) have joined forces on a multi-phase project to identify opportunities to increase fresh produce use in the foodservice industry as a way to promote healthy lifestyles.

The joint project will begin with a comprehensive research project, according to a PMA press release, and the findings will be used as the starting point for facilitated discussions of a first-ever “Executive Invitation Think Tank” of top executives representing restaurant, distributor and produce supplier segments.

The first discussion will be the basis for ongoing, high-level dialogues within the foodservice and produce sectors to promote increased collaboration.

“The restaurant industry has a strong commitment to providing our guests a variety of healthful menu options on our menus, and fresh produce plays an important role in a balanced diet,” said National Restaurant Association President and CEO Dawn Sweeney.

“Working with our supply chain partners to identify ways in which we can expand these options will be of great benefit to the dining public, as well as to restaurant and foodservice businesses. Our research shows that locally grown produce and healthy kids’ meals with vegetable and fruit side items are among the hottest trends on restaurant menus right now.”

“As a critical partner in getting fresh fruits and vegetables to operators throughout the nation, foodservice distributors welcome the opportunity to bring their perspective to this important discussion,” said IFDA President and CEO Mark Allen. “Distributors play a vital role in supporting nutrition programs with their customers and this effort by the industry to enhance nutrition provides meaningful solutions for America’s consumers.”

The research project is underway and the Think Tank’s discussion – to include senior executive operators, distributors and produce suppliers – will take place on 24 July in conjunction with PMA’s Foodservice Conference and Exposition, to be held on 24-26 July in Monterey, California.

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