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PMA’s Burns says to make 2021 the year of purpose

There will be permanent changes to people and businesses after the pandemic and economic turmoil of 2020.

Produce Marketing Association BB #:153708 CEO Cathy Burns said a greater focus on purpose should be one of them.

In her annual State of the Industry Address, delivered Oct. 13 at the virtual Fresh Summit convention, she said,
“’Purpose’ is the new ‘strategy.’ Purpose is a powerful tool to align your people with your goals.”

She said purpose carries more weight than it used to after everyone in the world has experienced something like never before in the last seven months.

With all the talk of what a “new normal” should be, Burns asked, “was the ‘normal’ before COVID really good enough?”

She said the industry needs to make a “new extraordinary” to truly grow consumption.

Burns said even before the pandemic, the United Nations declared that 2021 would be the International Year of Fruits and Vegetables, and PMA has been working and will continue to work with the UN on the effort to raise awareness of the nutritional and health benefits of eating fruits and vegetables.

There’s a new global focus on health, and no product is better positioned than fresh fruits and vegetables.

“Facts, science, trust – all things produce and floral have an abundance of,” Burns said.

PMA virtual Fresh Summit 2020 runs through Oct. 15.

Greg Johnson is Director of Media Development for Blue Book Services