Gill McShane

As the global produce business prepares to journey to the largest US gathering of the fresh fruit, vegetable and floral industries and with the Produce Marketing Association (PMA) marking its 60-year anniversary in 2009, it seems appropriate in the October/November issue of Americafruit Magazine to look back at the substantial growth of the US import trade in the last few decades.

Traditionally a major supplier of fresh produce, the US has become a significant importer in the years since PMA was founded on the back of rising consumer income, growing demand for year-round availability, global trade agreements and advancements in technology.

Indeed, fresh fruit and vegetable imports into the US more than doubled in value between 1994 and 2004 to US$12.7bn, according to the US Department of Agriculture (USDA), compared with exports of US$9.7bn.

As a result, US consumers are eating more imported fresh produce (as well as canned, frozen and juice) than ever before. On average, each American consumed 31lbs of imported fresh vegetables and 20lbs of imported fresh fruit in 2007 – twice as much as in 1993, according to consumer advocacy group Food & Water Watch.

Out of the 50 commonly eaten and produced fruit and vegetable products in the US, around one fifth of fresh fruit (22.3 per cent) and fresh vegetables (23.9 per cent) were imported in 2007, Food & Water Watch said. In total, 40bn lbs of produce entered the US in 2007.

Geographical proximity and low or zero tariffs mean the North American Free Trade Agreement region, the Southern Hemisphere and Latin American banana-producing countries are among the key sources for fresh fruit and vegetable imports into the US.

Bananas, table grapes and tropicals are the major fruit imports, according to the USDA, with bananas still representing the number one fresh fruit consumed in the US. Imports of tropicals are also growing rapidly, driven by successful marketing initiatives for pineapples, mangoes and papayas. In the fresh vegetable category, meanwhile, tomatoes, peppers and cucumbers continue to rank as the main imported products.

With organizations remaining committed to driving consumption, the industry can once again expect great business opportunities at the 60th PMA Fresh Summit in Anaheim, California, on 2-5 October. And while you’re there, you may wish to drop by Booth 1524 to toast my one-year anniversary at the helm of Americafruit Magazine!

Gill McShane

With discussions about President Obama’s healthcare reform rumbling on and produce promotions ramping up during the summer, it’s no surprise we’re thinking more about what we’re putting into our bodies lately. In recent years, healthy food marketing has gained greater traction in North America and consumers are becoming more savvy and objective in their food choices. But there is still some way to go.

While produce consumption in Canada is relatively high in comparison to the rest of the world, some 90 per cent of the US population still consumes fewer fruits and vegetables than the recommended daily amount, according to the Produce for Better Health Foundation. As a consequence, illnesses related to poor diets remain a serious issue, with obesity alone adding US$147bn to the US healthcare bill each year.

Nowadays, it’s widely acknowledged that we can reduce the incidence of health problems by making changes to our diets and physical activities. Plus, in the long-run, by adopting a healthier lifestyle we can help to save costs on both an individual and national level. The time is ripe therefore for produce suppliers, distributors and retailers to unite in greater force to raise the profile of fruits and vegetables and encourage consumers to make better decisions about food.

In the August/September issue we report on how a number of industry players are becoming more creative to get across their message. As our cover story illustrates, this fall three leading organizations are teaming up for the first time to promote multi-origin avocados in the US by offering recipe ideas for consumption during sports events. South Africa’s citrus sector has also tuned into the active lifestyle trend by playing on the energizing and nutritional value of citrus with the distribution of 18,000 oranges at the US Youth Soccer National Championships. And as Australian citrus growers prepare to conduct in-store samplings themselves, Zespri is in the midst of a six-week roadshow to raise awareness of kiwifruit supported by a social media campaign centered on blogs and tweets.

Even the Obamas are getting in on the action. In the last couple of months the President has been commended for his support of healthy eating after snacking on a peach at a Kroger’s store and placing bowls of apples throughout the White House. The First Lady has also famously planted a vegetable garden and has been quoted describing fruits and vegetables as brain food.

When done right, produce promotions can be very popular and effective. Let us then capitalize on this opportunity to tap into the health agenda.

Gill McShane

For many of us, growing up, studying and settling in the same town or even country is very much a lifestyle of the past. Thanks to fantastic travel connections and sophisticated communication systems, the world has become a much smaller, accessible place in which to live. As for the fresh produce business, globalization has not only influenced demand but facilitated the movement of trade between nations.

North America in particular has a long tradition of ethnic diversity. Migrants throughout the US and Canada continue to demand a diverse range of fruits and vegetables procured from around the world. As a result, many products have lost their seasonality while some niche items have filtered into the mainstream. And, all of this, of course, has been possible with improved transport links and wider market access.

Today, we might breakfast on an Ecuadorean banana, lunch on salad items trucked from Mexico, snack on kiwifruit grown in Italy and enjoy a desert of exotic fruits sourced from across Asia. Globalization and immigration have allowed for exceptional variety in the fresh produce department, and it is getting wider still. As our cover story illustrates, in May the US granted access to Chilean oranges and grapefruit (p12 of this month's Americafruit Magazine) and further deals with other nations remain in the pipeline.

However, after a spate of food safety scares and the emergence of the food miles debate, consumers are increasingly concerned about the provenance of their food, especially imports. As a result, many are turning to locally-grown items, which they consider to be safer and healthier. In 2007 alone, local or regional sales by farmers to household consumers in the US rose 49 per cent to US$1.2bn, according to a USDA census. Although the locavore sector only represented a fraction of the overall US$300bn in farm sales in the US, the growth in its popularity is nonetheless one to bear in mind.

The application of a thorough and trustworthy food safety system in the US is now more vital than ever to rebuild consumer confidence and ensure the door remains open to fruits and vegetables from across the world. And with US Congress poised to pass a comprehensive reform of food safety laws in the US (p5&9 of this month's Americafruit Magazine), it appears we may finally be on the right track.

Let’s not pretend it’s going to be easy for our industry, but modernizing the system will pave the way for restored and even greater public trust in produce. So, long may we enjoy an extensive variety of globally-sourced fresh fruits and vegetables throughout the year.

Gill McShane

Grab your business cards and pack some comfy shoes because it’s showtime in North America! During April and May two of the biggest conventions in the US and Canada roll into town and expectations are running high. Once again, Las Vegas hosts the United Fresh Produce Association’s annual exhibition and conference event, while, across the border, the Canadian Produce Marketing Association (CPMA) takes its 2009 expo to Toronto.

Although exhausting, no-one can deny the significance of trade shows. A platform for networking and marketing, the format offers an unrivalled opportunity to meet face-to-face with key representatives in the business – from produce exporters and importers to technology and logistics providers – all under one roof.

With the world in the midst of a recession, it’s never been more important to promote your company and forge relationships with both new and existing clients. Indeed, the show must go on. Just as fruit and vegetable consumption is predicted to stay constant during the economic downturn as long as produce remains accessible, small to large industry players need to be visible to secure the longevity of their business and the produce trade as a whole.

Now is the time to really get to grips with the trade; discover what’s on offer out there; understand exactly what your customers and consumers need and secure programs for the year ahead.

In this month's issue of Americafruit Magazine, our event previews feature a wide selection of firms set to attend United Fresh 2009 and CPMA 2009. Interestingly, a number of those interviewed are participating for the very first time, alongside the usual suspects. Moreover, this year organizers expect exhibitor and visitor numbers to remain stable, with CPMA even anticipating its biggest-ever show. During a period when we’re all cutting back on the non-essentials, it just goes to show the value our industry places on events like these.

It’s all too easy to get swept up in the digital age but you can’t beat a handshake and real-life conversation. With their variety of social and business networking opportunities, United Fresh 2009 and CPMA 2009 promise to be crowd pleasers. What’s more, Las Vegas and Toronto are two of the world’s most cosmopolitan and interesting cities to visit, so go, have fun and connect with your produce friends!

Gill McShane

After months of negative press surrounding the credit crunch, it's a welcome relief to see the produce sector taking a positive and proactive approach. Rather than dwelling on the difficulties, almost all of the companies interviewed recently by Americafruit Magazine are tackling the slowing economy with strategic and innovative commitment.

Admittedly, sales could take a knock this year and growth, if any, will be modest, but as long as the industry keeps fruits and vegetables fresh in consumers minds, suppliers and buyers recognise there are opportunities to continue building on recent years of strong performance and strengthen the business for the future.

Mexico is just one hotbed for expansion, with the potential to both absorb more fruits and vegetables (to satisfy its increasingly health-conscious demographic), as well as widen its own export presence worldwide on the back of a growing offer of top quality and food safe produce.

Guatemala is another supply force on the up, where growers and shippers are confident they can weather the economic storm, and agricultural export volume is already well on its way to doubling by 2011, following last year’s double-digit growth.

Of course, it’s this long-term outlook that’s important to remember, which is why it’s great to see traders digging in their heels by adapting to the current realities.

A number of companies set to attend Mexico's leading food trade show Expo Antad in March say this year they are pushing to maintain sales momentum by increasing consumer and trade promotion efforts, including re-focusing marketing initiatives with more purchasing incentives to reflect the rise in price-driven shoppers. The Mexican government has also revealed its plans to invest US$200,000 to promote quality-certified produce among US consumers.

When all’s said and done, the produce trade has much to feel positive about. Recession or not, we all have to eat and, fortunately, fruits and vegetables continue to dominate the healthy eating drive. These are testing times but also transitory. On the whole, the feeling is optimistic – if not for the next 12 months, then the future in general.