RetailWire Discussion: Groups Move to Put More Produce on Restaurant Plates

By Ron Margulis, Managing Director, RAM Communications

The Produce Marketing Association, National Restaurant Association and International Foodservice Distributors Association joined forces earlier this year to identify opportunities to increase fresh produce use in foodservice to promote healthy lifestyles. At the PMA Annual Convention earlier this week, the association's president, Bryan Silbermann, gave specifics on the effort. Results from research the groups conducted showed that restaurant operators view fresh produce as a point of differentiation. Nearly three of four restaurant operators said emphasizing fresh produce in their marketing yields more customers, 67 percent want more fresh produce options from suppliers and 41 percent said they expect to serve more fresh produce in the next two years.

The research led to the three associations to set the goal of doubling foodservice use of fresh produce by 2020. The group also identified five collaborative strategies, including:

Re-imagining the restaurant experience, with produce having a stronger presence and telling its story from field to fork;
Improving consumer confidence in fresh produce, including product safety, trust and integrity;
Demonstrating social responsibility, balancing the needs of people, the planet and profitability;
Fostering closer collaboration among the industry sectors, including operators, distributors and grower/shippers; and
Fostering closer collaboration with government and other stakeholders.

Mr. Silbermann said, "Achieving this goal will require work, focus and the highest level of collaboration and commitment from our three associations ... and we're starting down that path by creating a new long-term Foodservice 2020 Steering Committee focused on bringing our three association's collective power together to address our goal."

Discussion Question: What will it take for PMA, NRA and IFDA to succeed in their effort to double produce consumption at restaurants by 2020?

Discussion Questions

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Comments:

Start with the kids. Opinions are formed at an early age. Start a strong program for produce in the schools. I realize this is not the most lucrative route, but they are your future customers--the ones that will pick up the produce from your shelves and your menus.

Also, start showing fledgling chefs at culinary schools how to use fresh produce more. I found it amusing when one of the chef contestants on last year's Top Chef program, when faced with using an array of produce said: "Why would anyone want vegetables when there's meat?" Attitude, attitude, attitude!

Len Lewis, President, Lewis Communications, Inc.

Any time you see the word "collaboration" used too many times in a story it indicates someone has a problem but wants someone else to solve it. This issue will resolve itself if it is worth resolving. Obviously, consumers will need to change their behavior.

The meat producers and their organizations will most likely want to fight back and tell us how great eating meat is. If produce starts to push meat off the plate, expect the meat producers to react with their own strategy to get more meat consumption.

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David Livingston, Principal, DJL Research

I was just discussing this issue this morning. I am glad to see this happening. It used to be optional but I think society is learning more and more that the greater health of the community is important.

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John Crossman, President, Crossman & Company

Getting it onto to the plate isn't the problem, it's getting it down the throat and that will require a revolution in child-rearing, parent education, institutional meal planning, etc. In a society where food is fuel, it's hard to understand how you build a sustainable effort to change the eating patterns of a nation addicted to instant caloric intake.

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Ryan Mathews, Founder, ceo, Black Monk Consulting

The health/wellness/nutrition global campaign has never had more traction than it has right now. Timing could not be better. I cannot believe that anyone will object to this. If the ingredient costs rise because of this, there will have to be adjustments at the restaurant level to maintain profitability. However, the agenda seems sound.

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Ralph Jacobson, Global Consumer Products Industry Marketing Executive, IBM

Food trends usually start with restaurants, and new foods can become mainstream. If the approach is to offer produce that tastes great because it is fresh and well prepared, this may lead to better choices and changes in longer-term healthier eating. However, unless the taste, fun, and convenience are there, a path to more produce on our plates is still a long journey.

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Anne Bieler, Sr. Associate, Packaging and Technology Integrated Solutions

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