On September 4, the Produce Marketing Association of America (PMA) brought together 150 industry leaders from Chile for the association's first global seminar titled "Capitalising on the changing North American market" at the Hotel Carrera in Santiago, Chile.
The half-day event, organised by PMA and presented in conjunction with the Chilean Exporters' Association (Asoex) enabled delegates to learn about new trends impacting the US market and share ideas about the global produce industry.
"We were very pleased with both the number of the people who attended and the quality of the attendees. It was a great opportunity to share the information and education benefits of PMA's learning network with Chilean executives in their own country. Chilean companies play an important role in the global produce industry and they have been strong PMA supporters," said PMA President Bryan Silbermann. "The support and cooperation we received from Asoex was invaluable in the development and execution of this program."
The seminar began with a presentation of the results of PMA's latest FreshTrack* study, which focuses on the growing market share of the foodservice industry, changing distribution patterns, consolidation, and other emerging trends. Cornell University researcher Sandra Cuellar emphasised the marketing opportunities generated by the growth of this sector.
Following the FreshTrack* session, PMA Vice President Nancy Tucker provided an overview of trends in the North American supermarket industry which included the proposed requirements of the food security regulations.
The seminar closed with a session titled "Positioning Chile in North America," where panelists discussed the role of Chilean produce in the North American marketplaces. Steve Junqueiro, director of produce and floral for Save Mart Supermarkets, Modesto, California, talked about the needs of U.S. retailers, provided examples of successful campaigns, and discussed opportunities for exporters.
Ronald Bown, president of Asoex and Marcela Aravena, vice president of international programs, ProChile, spoke of how their organisations positioned Chilean products in the North American market.
Photos and highlights from this event are available at
http://www.pma.com/events/chile.cfm
