I haven’t missed a Fresh Summit in 17 years. Hold please while I go apply some eye cream. No, but seriously, I feel so fortunate to have witnessed the evolution of our industry and the progressions we have made over that long period of time. On The Core, we often talk about telling your stories and the importance of refreshing, improving, and positive change. And our approach to Fresh Summit each year is characterized by anticipation of experiencing new and exciting examples of all of these.

We have and will continue to talk, write and gush about shining examples of progressions such as Career Pathways and The Women’s Fresh Perspectives Event. PMA and the PMA Foundation are championing these programs, with the support of members, to improve our industry across all demographics.

For six years, Fresh Perspectives events have contributed to an atmosphere of goodwill and growth. The impact the speakers have made along with the many relationships that have been fostered at these events is truly dynamic. Even after Condoleezza Rice spoke at the year three event and we asked “how can that be topped?”; the momentum has far from waned.

This year, I sat at breakfast with a student from Texas A&M University, Deanna Bosse, for whom I had the honor of being a Career Ambassador. That morning and throughout the weekend, I was able to share with her and answer questions about our industry and being a woman in fresh produce. And, from the 800+ participants at the PMA Foundation 5k to the concentrated Future Focused Friday day of education, the best of our industry was on display for Deanna and the other Pack Students.

However… There was a stark contrast between these positive examples and the blatant, less dressed “booth babes” and risqué messaging displayed on the show floor. Sure, I acknowledge that sex sells, but I must ask, is this the best way to communicate the value of your brand, products and services? Do these gimmicks diminish the relevancy of value-based, clever marketing that is also abundant at Fresh Summit?

Let’s set aside the debate on the overexposed and underdressed women touting their headshots and professions (some of which happen to be unrelated to fresh produce) and instead talk about what we are selling. We are already selling the sexiest products and complimentary services on the planet. So for companies who resort to this, it begs the question “how desperate are you?”

PMA, UFPA and other organizations provide industry members with platforms for doing business and it’s all of our responsibility to optimize these events to achieve that very goal – good business increases consumption. There’s an old produce saying that “one bad apple spoils the bunch”. And while we have many, many more good apples amongst us, it feels a bit like the progress I’ve seen over 17 years stutters and stalls at times. If we are going to embrace the #HelloFuture mindset encouraged at this past Fresh Summit, then we must be mindful of old school ways that can and will limit us as we move forward. What do you think?

Posted by: The Entertainer (Dan’l Mackey Almy)