One of the new aspects of the Produce Marketing Association’s Fresh Summit 2004 International Convention & Exposition in Anaheim, California, is the availability of new educational tracks. Specifically, the international conference PMA traditionally offered on the Saturday during Fresh Summit has been integrated with sessions throughout the event’s overall program.

“Global trade is such an important aspect of today’s produce industry that it made perfect sense for PMA to give it more attention at Fresh Summit by expanding it beyond just one day of workshops, thereby adding value to participation,” said PMA President Bryan Silbermann. Other tracks include consumption, merchandising, floral, technology, hot issues, the supply chain, packing/transportation, and foodservice.

On October 16, the global trade track begins with a special two-hour session titled “Produce Supply And Demand: Global Economic Trends, Indicators and Analysis,” where participants will receive information for strategic planning and gain macroeconomic insights on the current business cycle, upcoming trends, and potential areas of instability in the global arena. The global trade track also includes:

• What You Don't Know About Origin Labeling…But Need To. During this workshop on October 16, session participants will get the latest information on regulation updates and hear how companies and commodity boards are using labeling to build their brand and increase sales.

• Paving the Way to Increased Market Access. Workshop participants will learn more about market access through case studies that illustrate the players, relationships, and challenges surrounding efforts to increase worldwide consumer access to fresh produce during this workshop on October 16.

• Out of the Box and Into the Cart: Innovative Ways to Spark Produce Sales. Participants looking for a dash of inspiration to get sales growing will hear how produce marketers around the world have increased sales and consumption through innovative marketing promotions and merchandising programs during the session on October 17 from 9.35am.

• Fair Trade and Social Responsibility: A Closer Look. This session on October 17, will highlight case studies where the Fair Trade philosophy has been implemented and focus on the impact that fair trade practices have had on businesses.

• The Green Light: Getting Approval for Exports To The US. Produce exporters sending product to the United States are encouraged to attend this session on October 18 to receive information that will enable them to successfully export to the US.

• Global Prospecting: The Hottest Emerging Markets And How You Can Capitalise On Them. Produce marketers interested in growing their businesses into new markets are invited to attend this session on October 18, which will identify new areas of opportunity within the global marketplace and provide information about market entry strategies.

• The Realities of RFID: A Panel Discussion. During this October 18 session, participants will hear from an industry panel addressing the realities of RFID: its implementation, costs, benefits, challenges, limitations, and new opportunities.

• Planes, Trains and Automobiles: Important Developments in Transporting Produce. This workshop on October 18 will address critical issues in the transportation arena, such as hours of service regulations, fluctuating fuel costs and security.

International attendees will also be able to network with their peers and industry leaders during a special International Partners Reception on October 15.

Other learning avenues available during Fresh Summit 2004 include the Fresh Ideas Marketplace (a merchandising best practices area on the show floor); the Workshops on Wheels produce and floral tours; and Fresh Produce Academy seminars for grower-shippers and retail managers and clerks.

Fresh Summit international attendees can also partake in the programme’s general sessions.

Topics scheduled include:

• What’s at Stake? Campaign 2004 with noted political analysts James Carville and Newt Gingrich as they provide insight on the upcoming US presidential election.

• The State of the Industry and the Road Ahead with PMA President Bryan Silbermann

• The One Thing You Need to Know with management guru Marcus Buckingham

• The Myth of Excellence with business authors Ryan Mathews and Fred Crawford

• Learn from the Leaders with a panel of supermarket and restaurant ceos discussing emerging industry and consumer trends and their implications for produce.