ORLANDO, Fla. — Fresh Summit 2010 opened with industry members receiving a strong welcome to the 61st Produce Marketing Association convention.

During an Oct. 15 Fresh Summit opening session, outgoing PMA chairman Bill Schuler, president and chief executive officer of Wilder, Ky.-based Castellini Co., acknowledged attendees from large and small companies who have traveled from around the world to the Orange County Convention Center to learn the latest about the produce industry.

“If you’ve come to reconnect and to re-energize and imagine your business and improve your place in the global produce industry, you have everything you need here ready for you to discover and put to use in your companies,” he said. “Our them is ‘Let’s Grow.’ The show has an agenda packed with ideas and innovations to help you grow and invigorate your businesses for the future.”

PMA Fresh Summit opens with talk of business innovation
PMA Fresh Summit opens with talk of business innovation

Doug Ohlemeier

Bill Schuler, president and chief executive officer of Wilder, Ky.-based Castellini Co., and outgoing chairman of the Produce Marketing Association, welcomes participants during opening day festivities.Fresh Summit 2010 in Orlando, Fla., includes a big trade show as well as educational sessions.

A.G. Lafley, former chairman and chief executive officer of Cincinnati-based Procter & Gamble, discussed how the consumer products company innovated its offerings.

He described how Proctor & Gamble generated, developed and commercialized ideas.

“The businesses that did well for us were the ones that had a lot of prototypes and experiments going on,” Lafley said. “Innovation is about making connections, connecting an idea here with an idea there and associating things that aren’t currently associated and turning that idea into a prototype and experiment to see if there’s a customer and  a business to be created.


“The only strategy your customer or competitor will ever see is what is actually executed in the store,” he said. â€œEverything else is just words and talk.”

The PMA opening day also included sessions on food safety, a global economic forecast, strategic decision making and better understanding consumer behavior.

The trade show kicks off Oct. 16.