Groups Move to Put More Produce on Restaurant Plates
By Ron Margulis,
Managing Director, RAM Communications
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
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.
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:
the restaurant experience, with produce having a stronger presence
and telling its story from field to fork;
consumer confidence in fresh produce, including product safety, trust
social responsibility, balancing the needs of people, the planet and
closer collaboration among the industry sectors, including operators,
distributors and grower/shippers; and
closer collaboration with government and other stakeholders.
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."
Question: What will it take for PMA, NRA and IFDA to succeed in their
effort to double produce consumption at restaurants by 2020?