As fresh produce marketers, we use the 4 P’s (product, price, promotion and place) on a daily basis. As I grow wiser and further evolve my understanding about marketing, our industry and how we intend to increase consumption of fresh fruits and vegetables, I believe we have the opportunity to include an additional “P” in our marketing mix: Policy.

Let’s think about it for a minute.

Policy = Farm Protection.

Policy = Labor.

Policy = Food Safety.

Policy = Access/Consumption.

Policy = Funding.

These areas impact our business in fresh produce directly and indirectly and as a result, they impact our marketing efforts. Yet for a large majority of fresh produce marketers, our time is not often consumed by efforts to change, ignite or address the policies that affect our industry.

I admit that until my direct involvement with the United Fresh Produce Association, I had no real concept about the importance of this critical area of our business. When I walked on Capitol Hill with my colleagues during the Washington Public Policy Conference in 1999, I began to understand how legislation and policy provides an opportunity to advance or protect our businesses.

During that first walk to the Capitol, I realized that every voice counts, whether your job is marketing, sales, or operations. Recently my involvement on the Nutrition Council has accelerated my knowledge about how policies that we’re discussing on Capitol Hill have a direct effect on our bottom line. For instance, without the Fresh Fruit & Vegetable Program, our industry would be impacted negatively by $165M for the 2013-2014 school year. Without our voices championing the policies that will further work to increase consumption of our products, the fact is, my company’s bottom line is at stake, and so is yours.

It is exciting to know that in a few short weeks, 500+ fresh produce professionals will convene in Washington for the walk on Capitol Hill. Among that group are some of the top marketing minds in our industry like Cindy Jewell with California Giant Berry Farms, Roger Pepperl with Stemilt Growers, Karen Caplan with Frieda’s and Lorri Koster with Mann Packing. These fresh produce pros have identified policy as part of their marketing mix and a critical part of their business.

No matter where you are in your marketing journey in fresh produce, I highly recommend accelerating your knowledge and involvement in the policy work that impacts our industry. It’s not only smart marketing, it’s our future.