Workshops

Introducer:

Jim Corby

Vice President of Produce Merchandising

Food Lion, LLC

Salisbury, North Carolina USA

Moderator:

Gary Fleming

Produce Marketing Association

Newark, Delaware USA

Speakers:

Tom Casas

Vice President of IT and Mechanization

Tanimura and Antle

Salinas, California USA

Mike O'Brien

PMA Board Secretary/Treasurer

Vice President of Produce and Floral

Schnuck Markets, Inc.

Saint Louis, Missouri USA

In this powerful workshop, you will learn a systematic approach to negotiation that will increase business and strengthen supply chain relationships. Discover the simple rules that will enable you to get more of what you want and maintain positive business relationships long after the deal is done. Join Ron Shapiro, legendary negotiator, educator and best-selling author as he helps you master one of the most powerful business skills you need.

Introducer:
Marty Craner
Owner and President
B+C Fresh Sales
Orange, California USA

Speaker:
Ronald M. Shapiro
Co-founder and Chairman
Shapiro Negotiations Institute
Baltimore, Maryland USA

 Room 304AB

The state of the economy is a universal concern. Join Dr. Jeffrey Rosensweig, renowned expert on global economics and business strategy, as he takes you behind the headlines where you can get a real understanding of what is impacting the global economy, how the economic climate is affecting the produce supply chain, and what is likely to happen in the future.

Introducer:
Tate Mathison
Apple Sweets Sales Manager
Stemilt Grower, Inc.
Wenatchee, Washington USA

Speaker:
Jeff Rosensweig, PhD
Global Economic Forecaster & Business
Strategy Expert
Emory University
Atlanta, Georgia USA

Room 304CD

This interactive session will explore how floral supply chain partners can work together to maximize limited resources and increase profitability. Learn strategies and techniques to strengthen supply chain relationships, and leverage those relationships to create new opportunities, increase sales, and raise profits. 

Introducer:
Chris Jacobs
Managing Director/Sales Vice President
Keepsake PlantsTM
Leamington, Ontario Canada

Moderator:
Ben Pauley
Executive Vice President-Grocery Division
FTD, Inc.
Downers Grove, Illinois USA

Panelist:
Michael Schrader
Floral Director
Schnuck Markets, Inc.
Saint Louis, Missouri USA

With the complexity of the global supply chain, food safety is no longer just about the science. To ensure the longevity of your business, it now demands new business models. In this workshop, a panel of corporate and food safety experts will outline the new produce business model and the integral role that food safety must now have. Building a strong quality assurance program may have been sufficient in the past but now, building a food safety culture is essential for your future.

Moderator:
Lorna Christie
Chief Operating Officer
Produce Marketing Association
Newark, Delaware USA

Panelist:
Bob Whitaker, Ph.D.
Chief Science Officer
Produce Marketing Association
Newark, Delaware USA 

Room 212A

During this interactive session you’ll get the latest information on transitioning to DataBar. You’ll learn the benefits of DataBar and how it is being used in the retail market. Hear about the challenges you may face with the transition and how to overcome them.

Speaker:

Eric Skiles

IT Manager

Domex Superfresh Growers

Yakima, Washington USA

Panelist:

Bill Hallier

President and Chief Executive Officer

Sinclair Systems International, LLC

Fresno, California USA

Food Safety & Traceability Tracks sponsored by KPG Solutions, Inc. 

Room 211A

PMA’s Floral Market Watch is providing important new insights into floral buying behavior. The information collected identifies emerging trends and buying habits of floral consumers. In this practical workshop, you’ll learn how to use this unique market intelligence to create a business strategy that will maximize your floral sales throughout the year.

Room 211B

There are remarkable breakthroughs being made in the area of food safety. Some have long-term implications, but others can become part of your business practices almost immediately. In this session, presented by PMA and the Center for Produce Safety, you’ll learn about the latest and most promising research, what it really means in laymen’s terms, and how it can be incorporated into your daily operations.

Food Safety & Traceability Tracks sponsored by KPG Solutions, Inc. 

Room 212A

The movement toward locally grown produce has created profitable new opportunities not only for local growers but for retailers, foodservice operators and others throughout the produce supply chain. Learn what is behind this growing movement and how to capitalize on the field to fork phenomenon. Discover how you can create a real competitive advantage – and new found profits – for your company. An overview presentation will be followed by a panel discussion featuring industry experts from the supply chain.

Introducer and Moderator:

Lorna Christie

Chief Operating Officer

Produce Marketing Association

Newark, Delaware USA

Panelists:

Maurice Totty

Director of Procurement

Food Buy, LLC

Charlotte, North Carolina USA

Dr. Elliot Grant

Founder and Chief Marketing Officer

HarvestMark (the food traceability solution

from YottaMark)

Redwood City, California USA

There has been an enormous shift in consumer buying behavior worldwide as people adjust to the harsh realities of a down economy. This new behavior presents both challenges and opportunities to the global produce industry. In this topical workshop, you’ll explore the behavioral shifts and learn what new consumer patterns are likely to remain even after the economy rebounds; and how you can adapt to leverage these new trends.

Introducer:
Dan Johnson
Director of Produce Procurement
The Kroger Company
Cincinnati, Ohio USA

Speaker:
Linda Cox
Senior Account Executive
The Hartman Group
Bellevue, Washington USA

Room 304AB

The global economy and the produce supply chain that supports it are all connected. With the world’s economic climate in flux, you can be sure there will be changes that directly impact the produce industry and your business. In this session, we’ll examine the trends that will affect our industry, get a sneak peek at what is on the horizon, and explore the challenges as well as the opportunities that lie ahead.

Introducer:
Charles Olins
Vice President of Sales & Marketing
Concord Foods, Inc.
Brockton, Massachusetts USA

Speaker:
Marieke de Rijke
Assistant Vice President, Food & Agribusiness Research and Advisory
Rabobank
New York, New York USA

President Obama credits the use of social media for a large part of the success of his campaign. All types of businesses are using media like Twitter, YouTube, MySpace and Facebook® to develop relationships with customers and to drive sales. Learn about this new phenomenon and how you can create a dramatic return-on-investment when you incorporate social media into your marketing strategy.

Speaker:

Scott Klososky

Founder and Chairman

iThryv

Oklahoma City, Oklahoma USA

Room 304AB

We all know how important it is to be diligent about food safety, but the pressures to be “green” are equally intense. Produce professionals have discovered that everything from wildlife to water can impact food safety. However, implementing an aggressive food safety program can require actions that can be seen as “environmentally unfriendly.” In this session, we will explore solutions that find the balance between food safety and the environment. You will learn strategies that are mutually beneficial for achieving your goals with both issues.

Moderator:
Hank Giclas
Vice President, Science and Technology
Western Growers Association
Irvine, California USA

Panelists:
Mike Burness
Vice President, Global Quality and Food Safety
Chiquita Brands International
Franklin Park, Illinois USA

Mark Teixeira
General Manager
Teixeira Farms, Inc.
Santa Maria, California USA

Eric Holst
Managing Director, Center for Conservation Incentives
Environmental Defense Fund
Sacramento, California USA

Tim York
President
Markon Cooperative, Inc.
Salinas, California USA

Room 211A

Today’s best leaders aren’t the people with the most skills. They are the people with the right skills. Whether you are on track to be a leader in the produce industry or you are already there, developing the right leadership portfolio is critical to your success. In this workshop, you’ll learn the key leadership competencies that produce companies are looking for now – based on results from extensive industry research. The presentation will be followed by a panel discussion of how seasoned leaders are adapting to the changing environment and how new leaders are benefiting from the experience of others.

Introducer:

Cindy Seel

Executive Director

PMA Foundation for Industry Talent

Newark, Delaware USA

Speaker and Moderator:

Kevin O’Conner, CSP

President & Founder

Kevin O’Conner and Associates

Chicago, Illinois USA

Panelists:

David Krause

President

Paramount Citrus Association

Delano, California USA

Kevin M. Delaney

Director, Corporate Sustainability & Productivity

Procacci Brothers Sales Corporation

Philadelphia, Pennsylvania USA

Room 213BC

Do you really know if your sustainability efforts are cost-effective? Is it possible to get a return-on-investment from a corporate sustainability program? You’ll discover proven methods for defining and measuring key components of your sustainability program, and how to maximize your efforts to increase profits and expand market share. Discover how being environmentally responsible can be very good for business. PMA Vice President of Government Relations & Public Affairs, Kathy Means will present an overview followed by a panel discussion with industry experts from across the supply chain.

Introducer and Moderator:

Kathy Means

Vice President, Government Relations & Public Affairs

Produce Marketing Association

Newark, Delaware USA

Panelists:

Dr. Jeff Dlott

President and CEO

SureHarvest

Soquel, California USA

Blair Richardson

CEO

FreshSense

Parlier, California USA

Tina Fitzgerald

Directory of Produce and Social Accountability

Independent Purchasing Co-Op

Miami, Florida USA

Nelson Longnecker

Vice President, Business Innovation

Four Seasons Produce, Inc.

Ephrata, Pennsylvania USA

Room 213D

Find out what is really driving the changes in consumer buying behavior, and what these changes mean to your business. Learn the marketing and merchandising techniques that are being used to capitalize on the shift in consumer attitudes towards price, quality, value, and convenience. Discover how companies can rewire their marketing efforts to stay in touch with changing consumers in a new economy.

Room 304CD