Leadership ChallengeAG-421 – Leadership DevelopmentGlen Bezanson03.11.2011

Produce Marketing Association

Image courtesy of PMA.com

Fresh Summit Committee

•Fresh Summit is the annual convention of the Produce Marketing Association held in the fall of each year.

•In 2010 it was held in Orlando, Florida and attracted 18,284 attendees.

•Fresh Summit Committee is responsible for the reviewing of the past and looking forward to the future of the PMA Conventions (Fresh Summit).

•20 members are on the Committee.

Fresh Summit Committee•Majority of the committee meetings are

held over the phone and internet.•Once a year, the committee holds an in-

person meeting. This year’s meeting was held at the site of the next October’s convention in Atlanta, Georgia at the Georgia World Congress Center.

Image courtesy of Georgia World Congress Center

Fresh Summit Committee- Agenda•2010 Event Review – Began at 8:00 am•2011 Goals•Target Audience Review•Educational Program•Convention Center Review•Marketing and Promotion•Last Day Proposal and Discussion•Next Steps – Adjourned at 4:00 pm

Fresh Summit Committee•My Participation of Leadership Activities

▫General participation and involvement with most Agenda Items.

▫Became more involved when we discussed the last day of the event. This event is on a Saturday, Sunday and

Monday. The Monday participation has been minimal over

the last several years with many participants leaving on Sunday evening resulting in very low turn out for Monday’s show.

Fresh Summit Committee

I was asked to discuss and give recommendations on how to keep and/or maintain traffic flow on Mondays. I am also an exhibitor at the convention and the committee was looking for this type of input.

Image courtesy of Georgia World Congress Center

Fresh Summit Committee I recommended several scenarios that may help

▫Recommended that we implement a ‘Rewards Program’ that would encourage participation over all three days of the show. End result would be a points program that would be utilized for some type of gift.

▫Recommended a shortening of the last day’s hours of operation and inviting local chefs and public figures from the local community to see what we do (the fresh produce industry).

▫Change the days of the show – will take several years to implement due to contractual restrictions of signed contracts with future convention centers. Possibly weekdays such as Wednesday, Thursday, Friday or Thursday, Friday, Saturday.

Fresh Summit Committee

•First of the Laws of Leadership realized was the Law of Connection▫Because I am an exhibitor I was concerned

and attached to the need to raise the value of money spent by us and others to improve floor count on Mondays.

▫After the presentation of ideas it was opened for others and eventually placed into subcommittee status for further evaluation within the next 30-60 days.

Fresh Summit Committee

•Second of the Laws of Leadership to be recognized was the Law of Influence▫What helped the most here was the

experience level that I brought with me – over twenty five years of attending the PMA as a grower, shipper, and marketer.

Fresh Summit Committee

•Third Law of Leadership realized was the Law of Empowerment▫As we developed the fact that we needed to

take it to subcommittee it was hand-off time to those chosen to further investigate the best resolve for the problem.

Fresh Summit Committee

•Next phone/internet meeting set for March 24th.

•The interaction of the Atlanta meeting was highly energizing for all as we prepare for the upcoming October convention. Fresh Summit 2011 Link

Image courtesy of PMA