PMA Fresh Connections designed for SA fresh produce sector

Win a ticket to the PMA – Fresh Connections: Southern Africa Conference & Expo 2016 and the Center for Growing Talent by PMA Women's Fresh Perspective Breakfast - details here.

I interviewed Lindie Stroebel, the new general manager for PMA Southern Africa, to find out more about some of the event highlights and key trends in the industry.

Lindie Stroebel, GM, PMA Southern Africa

What can we look forward to at PMA – Fresh Connections: Southern Africa Conference & Expo 2016?

The value of PMA is embedded in and for its network. The 2,800 members active in the fresh fruit, vegetable and floral industries are spread over 43 countries – 60 in South Africa. Part of the value proposition for PMA membership is the event that is being organised across the world. Members have standing entries in their diaries for PMA events as this is where they network, discuss common issues and, most importantly, connect to do business. The PMA Fresh Connections: Southern Africa Conference and Expo is one of these events, specifically designed for the South African fresh produce role players. The conference provides for a top-class programme with various international and local presenters.

Highlights include:

• Dave Corsi, VP of Produce and Floral for the United States’ popular Wegmans Food Markets;
  
• Ram Ottapathu, CEO and founder of Choppies Supermarkets, will share his remarkable story on building the talk-of-town supermarket in Southern Africa;
  
• Bryan Silbermann, CEO of PMA and Peter Arnold, MD for Massfresh and Massmart Services Division of Massstores, will be sharing their view on the state of the industry; and
  
• Vusi Thembekwayo will discuss building your organisation: strategic thinking for every level.

Many others will be speaking on doing business in Africa, the rising middle class in South Africa, logistics, technology and opportunities in China and South and South East Asian markets.

There will also be a dedicated session on market access for small and emerging farmers. We will hear experience from the buyer's end, market agents, and success stories from two smallholder farmers.

The expo also provides delegates the opportunity to observe trends and innovations, as well as to talk business and connect.

Tell us about your strategy this year to encourage and facilitate key connections between and for people in the industry.

PMA has embarked upon a new and elevated strategic direction in South Africa. With a year-round value approach, members will be connected through a database – not only locally, but with almost 30,000 global points of contacts.

Beyond the Fresh Connections, which serves as an annual highlight, PMA is now in the process of developing research and other content development, a talent attract, retain and develop strategy for the industry, as well as to enable more frequent interaction and connections throughout the year. This will be provided for by the neutral platform PMA is providing to discuss and engage in matters most pertinent to the industry as a whole and to engage with government, NGOs and other relevant bodies.

What are some of the key trends that will be highlighted regarding the state of the fresh produce industry?

The consumers are always the ultimate drivers of what fruit and veg gets produced, where it gets distributed to and in what format it gets served. There are many dynamic trends in the space of technology advances allowing for providing the consumer the options and quality requested. But, there are also regulations and standards that guide the entire industry’s processes, products and procedures. There are many dynamics providing for the flow of products across the world. These define the state of the industry in a nutshell.

Tell us more about the Center for Growing Talent by PMA.

The Centre for Growing Talent by PMA is an embedded body, specialising in attracting, developing and retaining talent in the industry. In South Africa, PMA has become known for its PMA Career Fairs of the past five years, which have been hosted under the Centre for Growing Talent by PMA. In addition, PMA will be hosting a Career Pathways programme at the Fresh Connections conference, a young professionals lunch and a Women’s Fresh Perspective breakfast to dedicate time to these important initiatives.

Will the conference and exhibition provide opportunities and information for players in the industry to reach into international markets?

Yes, in addition to various international presenters, bringing the international scope of retailing, such as Dave Corsi and Ram Ottapathu, the Fresh Connections conference will dedicate time to discuss the China market and the opportunities in South and South East Asia - not forgeting about the opportunities within the rest of the African continent.

What are some of the key industries that play into production and distribution of fresh produce and will these industries also have a platform/voice at the conference?

The conference is designed to cover the entire scope of PMA, which cuts across the entire value chain; from input and service providers, producers and growers, distributers, fresh produce markets, exporters and retailers. As the PMA addresses the mutual issues for all these role players within the fruit, vegetable and floral industries, the programme will allow opportunity and a platform for them to voice their inputs to the matter.

A growing trend in food production is the emphasis of the importance of smallholder/small-scale/informal farmers, especially in Africa, to fill the gaps for food security and sustainable production. Will the conference be addressing this?

Yes, PMA has a renewed focus to provide for a platform to facilitate discussion on the importance of smallholder farmers’ market access into the industry. The industry has identified it as a priority, especially due to the need to find solutions and to provide for a sustainable supply, inclusive of smallholder farmers. A session is dedicated to the topic and additional opportunity is created to provide for smallholder farmers to gain access to the market role players and build networks.

Click here for more info on the PMA – Fresh Connections: Southern Africa Conference & Expo 2016.

Win a ticket to the PMA – Fresh Connections: Southern Africa Conference & Expo 2016 and the Center for Growing Talent by PMA Women's Fresh Perspective Breakfast - details here.