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Trans-Pacific Partnership (TPP) Agreement Impact on Global Fresh Produce

Monday, 21 December 2015 | Posted in Global Trade by Renee Harrison

TPP is one of the most ambitious trade deals negotiated to date between 12 countries in the Asia-Pacific and Americas regions. Negotiations are expected to conclude in 2015.

TPP is expected to impact global fresh produce trade in the following ways:

  • Establish first-time trade agreements between many negotiating countries
  • Reduce both tariff and non-tariff trade barriers
  • Shift fresh produce trade flows
  • Affect the industry in the long term with intensified competition, improved food safety, and investment growth

This report analyses current fresh produce trade, market access, and current tariff and non-tariff barriers applied to fresh produce between TPP negotiating countries. PMA details TPP’s immediate impact on global fresh produce trade as well as its expected longer term effects.  

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Click Here to read more: Access for PMA and PMA A-NZ members only

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Access more information on Exports and Trade here

State of the Industry: 2015

Monday, 21 December 2015 | Posted in Industry/Consumer Trends by Renee Harrison

Industry trends, challenges and initiatives were the hot topics at the annual State of the Industry address at Fresh Summit by PMA CEO Bryan Silbermann and President Cathy Burns. 

Did you miss it?

Highlights included an announcement to partner with the Entertainment Resource & Marketing Association (ERMA), and a video from First Lady Michelle Obama congratulating the industry on its work to promote fruits and veggies. The strategic alliance with ERMA aims to bring fresh produce center stage in television shows, movies and online entertainment. That partnership, along with eat brighter!™ and FNV, is one of several ongoing demand creation efforts by PMA to improve consumers’ health and combat childhood obesity. 

Click Here to see the videos

Produce Trends in 2015: Executive Summary

Monday, 21 December 2015 | Posted in Industry/Consumer Trends by Renee Harrison

2015 Fresh Produce Industry Overview from Nielsen Perishables-Group for PMA

Globally, consumers continue to rank produce as one of the leading factors for choosing where to shop, according to a recent report by The Nielsen Perishables Group for PMA. This underscores the importance of fresh produce worldwide. Purchased approximately 3 times per week globally, fresh produce ranks as one of the most frequently purchased perishables products. One of main reasons for the popularity of produce is the importance consumers place on health, ranking it as the top global concern after the economy.

  • More than half the global households are attempting to eat more fresh foods in an attempt to lose weight
  • The most important attribute for global consumers is food without additives or modifications
  • Fresh fruit ranks 2nd as the most common global snack item with 62% of global respondents having snacked on fresh fruit in the past month
  • Vegetables rank 3rd as the most common global snack item with 52% of global respondents having snacked on vegetables in the past month. 

Analysing fresh produce sales trends for a variety of countries reveals that the frequency and spend of fresh produce ranges significantly. When fruits and vegetables were analyzed separately, some differences emerge:

  • In England there is a 60% higher annual spend on fruit than fresh vegetables.
  • In New Zealand shoppers prefer vegetables over fruits, with a 20% higher spend on the category
  • In Hong Kong consumers purchase fresh vegetables more frequently than any other country, nearly 1.7x the average
  • The U.S. falling at the lower end of both spectrums, showcasing opportunity for growth.  

What to learn more?

This summary of the 2015 fresh produce trends report is for executive and mid-level produce retailers and their supply chain partners provides insights about:

  • Shopper behavior with regard to preferences, frequency and average household spend
  • Channel performance with regard to sales and trips by retail channel
  • Produce trends, perspectives and recommendations for short and long term success 

Click Here to download the report.

Should Your Company Be on Snapchat?

Thursday, 10 December 2015 | Posted in Social Media by Renee Harrison

It’s the social media platform every modern day marketer is thinking about (or should be) heading into 2016: is Snapchat right for my brand? The app has over 100 million daily active users and is a prime target if reaching millennials and Gen Z is ideal for you. But does that mean it’s time for fresh produce marketers to take the app by storm?

The simple answer and our first instinct: not yet. Snapchat is currently a great resource for personal brands like influencers, bloggers, celebrities, and brand ambassadors. Watching someone’s story provides a personal window into the way they view the world- celebrities like Kylie Jenner have seen enormous success by inviting fans into their lives via Snapchat. But the challenges quickly outweigh the benefits when it comes to brand engagement on the platform. Unlike behemoths Facebook and Twitter, Snapchat doesn't yet offer business accounts and in-app metrics, so it's difficult to track the success of any campaign. This, along with the separate challenges of creating content optimized for the platform, leads us to suggest spending more time understanding this platform before jumping in.

If you’re curious at how this app could be helpful to your brand in the future, here are a few important questions to consider:

Who is your audience?

If your answer is millennials, Snapchat could be your ticket. It’s important to note that 86 % of Snapchat users are age 13-34. Take a look at the age range of engagers on your other social platforms, and use this information to help you anticipate the success (or failure) of your Snapchat.

What is your brand’s personality?

Be mindful that authenticity, humor, and a light-hearted approach are vital for success on Snapchat. People that follow brands on Snapchat are looking for entertaining, helpful, and innovative content- not a sales pitch. If your brand is primarily consumer-facing, taking a risk on Snapchat with bold, funny content is encouraged.

Do you have the resources necessary?

As with any other social platform, maintaining a presence on Snapchat takes work. In a way, Snapchat content is a lot like Twitter, in that it has the same short-burst attention opportunity. A huge selling point for Snapchat, however, is its ability to capture 100% of the user’s attention- there are no ads, no extraneous messages, no scrolling- just YOUR content. In this way, a personal brand experience and relationship is created when a user cares enough to watch a brand’s story. (Be on the lookout for more ways that Snapchat will monetize this unique connection in the future!)

In addition, without the availability of a “business account” on this platform, it’s difficult to open a new account when it is tied to one mobile number. The simple way around this would be to open an account on a company vs. a personal mobile phone, but this is a resource not everyone has readily available.

In Conclusion…

Keep it on your radar. Snapchat isn’t really optimized for smaller brands yet, but it’s quickly following in the footsteps of its fellow social networks. But if you’re looking to create a new and innovative experience for your followers, Snapchat is on the upswing for brands. In the meantime, make sure you’re getting to know the application on a personal level. Here’s why! 

Find out more

What is Snapchat?

Why You Need to Know Snapchat as a Marketer?

Source: The Core Marketing Blog

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