Outbreaks pose biggest challenge to industry, PMA’s Silbermann says

10/15/2011 10:34:00 PM
Fred Wilkinson

While low food prices are important to consumers during a weak economy, Silbermann said this may create a problem for fresh produce. He cautioned against creating a “low-price future” by failing to emphasize unique fruit and vegetable qualities for which consumers may be willing to pay more.

“A price focus screams ‘commodity,’ a value or flavor focus says ‘my product is unique, my product has value,’ Silbermann said. “For many of today’s consumers, it says ‘buy me.’ Why have use-by date on your package when you can have a guaranteed-delicious-by date? Which one would you buy?”

“We are not in the commodity business — we are in the fresh food business,” he added. “We will not increase consumption … we will not achieve greater profitability until these challenges are resolved.”


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Tom OBrien    
Bradenton Fl.  |  October, 20, 2011 at 06:40 AM

what is holding back consumption,I feel it is going from bulk displays to packaged,think about it,29% of consumers say that fresh produce is too expensive then why are you buying 8 oz. of beans in a package for $2.99 when you could buy 1 pound of bulk beans for .99,we have made consumers lazy and now they will buy more can or frozen because its easy,lets get back to giving the consumer value in bulk.

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