Q&A with Kathy Means

Q. What are the top three challenges now facing produce growers?

A. It can be difficult to choose three — and certainly challenges vary by crop and region or country. If I had to choose three, they would be:

• increased regulatory and buyer pressure, including food safety and sustainability expectations
• succession planning
• resource management — e.g. dealing with water scarcity, urban encroachment, lack of labor to plant/harvest/pack, etc. Trouble accessing key resources such as water and labor have caused growers to change crops, get out of produce, or leave farming altogether.

Q. How will the growing world’s population, which is expected to grow from 7.2 billion today to 9.6 billion in 2050, impact growing and business management practices?

A. We will need research and development of new varieties that appeal to consumers, have greater yields, and either have reduced resource needs or increased tolerance to hostile growing conditions (e.g. drought-tolerance). This is a global industry — every country relies on contra-seasonal production to offer consumers year-round fresh produce availability. In addition to new varieties, growers will be even more-detailed resource managers. We also will see some increases and improvements in mechanization and logistics — from harvesting to packing to shipping to storage.

Q. As grass-roots immigrant advocacy groups such as the AFL-CIO (American Federation of Labor and Congress of Industrial Organizations) and SEIU (Service Employees International Union) prepare to mount a campaign to gain House support for establishing a way for eligible immigrants to apply for U.S. citizenship, what will be the role of PMA and its members?

A. U.S. growers must have access to a sufficient, legal, labor force, and that means we need immigration reform now. Harvesting fruits and vegetables is skilled labor — ask anyone who has tried it. We support current efforts to enact a modern, guest-worker visa program and to keep experienced laborers here legally. PMA is part of the Agricultural Coalition for Immigration Reform and the Ag Workforce Coalition.

Q. What role is PMA playing in ensuring food security and safety?

A. Food safety is one of PMA’s top priorities. We have invested significantly in staff resources, including Dr. Bob Whitaker and Dr. Jim Gorny, who lead our food safety efforts. We work to influence regulations, such as those demanded by the U.S. Food Safety Modernization Act, so that they achieve desired safety objectives in ways that are practical and efficient. In addition, we have a vast array of resources available to our members, including our food safety resource center,  and significant outreach through events like Fresh Connections, our local growers program, Fresh Summit, and our Foodservice Conference, and one-on-one assistance to members.

Q. What do you foresee as changes that will define the produce growing industry of the future?

A. The industry will become increasingly demand-focused, not supply-focused, responding to consumer desires. This will affect variety selection, processing, packaging, etc. It also will affect distribution as consumers look to new outlets for food purchases.

Produce marketing will move beyond health messages to increase consumption. As produce competes in an increasingly complex food environment, it must “out-appeal” other foods for share of plate.

The supply chain will continue to work together as suppliers and buyers strive to streamline efficiencies and create demand.

Growers will need to engage even more on issues that affect their businesses — labor, resource management, safety regulations, global trade, etc. 

Finally, sustainability will grow as an industry issue. Growers are already excellent stewards; they will just need to document and communicate.

For more on the Produce Marketing Association, visit pma.com.