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Produce Marketing Association launches “Joy of Fresh” consumer marketing campaign

The “Joy of Fresh” is a theme previously used by PMA at events like South by Southwest.

To reassure consumers fresh fruits and vegetables are available and safe during the COVID-19 crisis, the Produce Marketing Association BB #:153708 has launched a new consumer marketing campaign, the “Joy of Fresh.”

“We know that in times of crisis, consumers want to be assured that their produce is safe, and currently, some of the information available to consumers has been misguided,” the Newark, DE, organization said on its website. “In response to this, we are asking for your help in gathering together as an authority in our field and a valuable source of information to our collective consumer base.”

This consumer-centric campaign has 3 key components:

  1. Monitoring consumer sentiments to ensure the produce industry is addressing rising issues and actively sharing compelling industry stories;
  2. Working with industry and media partners to amplify how produce and floral can help consumers lead full and vibrant lives;
  3. Providing resources, information and tools to help members lend their voices to the conversation.

PMA is offering what it calls the “first wave” of resources for the campaign on its website, with more expected to be released soon.

“Our goal with this communications toolkit is to ensure that you, our members, feel well-prepared when speaking to consumers as well as to your own teams, and are armed with all the tools you need to help spread our message. It is our hope that these resources will aid you all in presenting a consistent message to help educate, grow a healthier world in these uniquely challenging times, and share The Joy of Fresh™.”

The campaign also has a hashtag for social media, #JoyOfFresh.


Pamela Riemenschneider is the Retail Editor for Blue Book Services.