State of the industry

Here is the audio link to Bryan Silbermann's "state of the industry" speech delivered at PMA's Fresh Summit. Silbermann delivers an insightful and forward looking address, revisiting the "great opportunities disguised as insoluble problems" of the last year.

He reminds the audience the produce industry was "sustainable before sustainable was trendy."

Silbermann pays homage to previous industry leaders and says today's efforts are reinventing, redefining and growing upon what was done before. He touches on the importance of connecting with consumers, reflecting on brand image, the local food movement and the social responsibility.

About social responsibility and consumers:

"It is all about connecting and less about selling."

"Food has become the new social movement."

About local food:

"(The local food movement) is already influencing how to grow, what to purchase and what to promote."

"More and cheap do not necessarily mean better."

About connecting with the consumer:

"Consumers are gravitating toward brands that have a story and have a face.:"

"We have to start telling consumers who we are. We have to stop hiding behind our products and start telling the story of the incredible people who have driven our industry for decades. It shouldn't be hard for us; sustainability is the very heart of the industry."

About food safety:

" I'm proud of what this industry has done (in the past year) but I know food safety is a journey and not a destination. We've reached some milestones but the road stretches a long ways into the distance and we've got a lot of ground to make up."

There is much more to consider - notably remarks about traceability - in Silbermann's state of the industry speech, which has become an important marker for the industry.