New PMA consumer research on the USDA's 2005 Dietary Guidelines for Americans reveals 49 per cent of primary shoppers in 1,000 US households surveyed say, “a clearer understanding of the new guidelines would motivate them to eat more fruits and vegetables.”

According to the research data, 63 per cent of primary household shoppers remain unfamiliar with the new dietary guidelines released in April by the US Department of Agriculture.

However, when informed of the increases in consumption recommended by the new federal guidelines, 66 per cent of respondents said they are eating or are planning to eat more fruits and vegetables to achieve a healthier lifestyle.

“Our research specifically targeted primary shoppers,” Bryan Silbermann, PMA president, said. “The results appear to show that consumers will respond if retailers provide them with information.” At the individual produce item level, when primary household shoppers were asked what steps retail produce departments could take to help them better understand the new dietary guidelines, they responded:

• signage highlighting nutritional value and dietary facts: 87 per cent

• information on health benefits of each item: 85 per cent

• colourful signs that clearly show the benefits of fresh produce: 83 per cent

• recipes including nutritional information: 82 per cent

• knowledgeable and available produce staff: 82 per cent

• availability of produce tasting: 77 per cent

The data also indicates primary shoppers desire more information from supermarket produce departments regarding the positive impacts consumption has on health benefits overall, combating obesity, disease prevention and marketing to children.

Under the direction of PMA's Information Resource Centre, the research was conducted by Opinion Dynamics Corporation (ODC) during June.

Primary shopping research data was released in conjunction with PMA's Fresh Produce Academy webinar entitled “Taste, Convenience, Profits: Marketing the New Dietary Guidelines to Increase Produce Consumption.” The webinar, held on June 28 brought together government, public relations and industry experts.

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The PMA has reorganised its professional development and fresh produce academy (FPA) training teams.

The FPA management team will now report to Lorna Christie, senior vice-president of industry products and services and includes Patricia Foss, director of professional

development, a 13 year PMA veteran. Lisl Wilkinson, director of education, will

continue to lead curriculum development, assisted by Shara Stewart, FPA manager. Ronnie De La Cruz, who served as one of the PMA trainers under the FPA brand, left PMA on June 30.

PMA's Fresh Produce Academy includes training on a wide range of topics. In the past year, a variety of customised training programmes have been delivered, including Webinars, audiocasts, as well as those held in conjunction with PMA events including the Retail Produce Solutions Conference, Foodservice Conference, and Fresh Summit.

President Bryan Silbermann said: “We are fortunate to have on board a highly experienced professional development team that has made great progress in creating more depth and value in the programmes offered through PMA's Fresh Produce Academy (FPA). This reorganisation will enhance our ability to offer members state of the art training programmes on topics customised to meet their business needs.”

Silbermann also announced that new trainers added to the FPA programmes scheduled around PMA's Fresh Summit in Atlanta, GA include:

• Ron Carkoski, ceo and Rick Stauffer, director of sales and buying at Four Seasons Produce who will lead the Grower-Shipper FPA on November 4

• Susan Friedman, CSP, who will present “17 Surefire Ways to Jump Start Your Exhibiting Success at PMA,” an FPA audio conference scheduled for August 9 and designed to help exhibitors get the greatest value from their upcoming Fresh Summit experience.