As part of its effort to gain influence outside the traditional food channels, members of the Produce Marketing Association’s BB #:153708 board of directors virtually attended the Fifth Annual Vatican Conference in early May and shared their findings on a town hall webinar May 19.
The conference promised to “bring together the world’s leading physicians, scientists, leaders of faith, ethicists, patient advocates, policymakers, philanthropists and influencers to engage in powerful conversations on the latest breakthroughs in medicine, health care delivery and prevention, as well as the anthropological outcomes and the cultural impact of technological advances.”
So what are the greatest opportunities for fresh produce companies to improve their influence and raise consumption?
“Food is one of the most intimate things in our lives,” said Dr. William Li, physician, author and immunity expert. “We should focus on that, engage and promote the relevance of wellness.”
He said the medical community has been long resistant to endorse nutrition, but it needs to now.
“Food should be the tool for consumers between visits to the doctor.” Li said.
Make increasing produce consumption easier, said Dr. Robin Smith, founder of The Cura Foundation.
“Let people see that produce is accessible and affordable. Don’t overwhelm with change. Just [encourage] one thing at a time,” she said.
Amelie Aust, executive vice chair of the board for Fall Creek Farms and Nursery, said produce companies should continue to support nutrition research.
“Good data opens the doors to what we want to wo with nutrition,” she said.
“It’s easy to say but hard to execute and that’s demand creation,” said Patrick Vizzone, heady of food, beverage and agribusiness for ANZ Banking Group. “We have to have the right incentives in place” for consumers to choose fruits and vegetables.
Smith said one of the good things to come out of the pandemic was a refocus on being healthier.
“We’re seeing prevention and diet rise in importance in health,” she said.
Aust said uncommon partnerships, such as participating in this conference, are chances to find people and groups with similar goals.
Vizzone said society needs to reboot the food system to encourage better nutrition.
“A nutrition revolution starts with access to healthier foods,” he said.
