The Produce Marketing Association (PMA) has announced a new agreement that could bring fresh vitality to the horticultural sector, in a bid to 'normalize' fruit and vegetable consumption in television and the movies.

During the State of the Industry address at PMA Fresh Summit in Atlanta today, the industry body's president Cathy Burns said the strategic alliance with the Entertainment Resource & Marketing Association (ERMA) would provide not only exposure, but useful data.

"The concept is very simple – consumers around the world who watch entertainment see countless eating occasions or depictions of food in television shows, in movies and online entertainment, however the presence of fresh produce is minimal," she said.

The sky may be the limit for the produce industry after a significant announcement today in Atlanta.

"PMA through its members will assist ERMA in making produce available as needed to use in sets and in movies and TV shows – ERMA through its members will advocate for using more fresh produce in shows.

"They'll also track usage and viewership and enable us to share clear metrics with our members, so this whole idea of normalizing fresh produce consumption, showing its association with characters on popular shows is important because as you know, media and actors do influence consumer behavior."

PMA CEO Bryan Silbermann was also bullish about the initiative's prospects.

"Some of you who’ve been in the produce industry a while may recall when the 'five a day' logo made its way into the produce market window on Seinfeld, and our alliance with ERMA intends to take fruit and vegetables a step further on TV and in the movies," he said.

"The good news is that the studio executives are just as excited as we are about this idea, and its potential."

www.freshfruitportal.com