October 2022 - 9

Troyer noted the importance
of strong working relationships
that FFVA enjoys with other
ag groups across the country.
Representatives of other groups
attended the FFVA event, including
Western Growers, the Produce
Marketing Association, Produce
for Better Health Foundation, the
National Watermelon Association,
the Southern Crop Protection
Association and Florida Farm
Bureau.
" We had some victories and
had some setbacks, but we're
doing really well as an association
defending our agricultural
industry, " Troyer said.
The 78th annual convention
attracted more than 450
participants, according to show
organizers. FGN
From left: Kim Coker, of the International
Fresh Produce Association, Tiffany Dale of
the Florida Strawberry Growers Association,
Courtney Davis, Syngenta, and Sue Harrell
of FSGA at the Florida Fruit & Vegetable
Association convention
Sessions highlight new produce
snacks, dining trends
One purpose of the Florida Fruit & Vegetable Association's convention
was to pollinate ideas as a group that could benefit the industry.
In sessions, attendees got a peek into how gene editing could help
increase demand for the crops they grow. They also learned how retail
and foodservice industries are focusing on local Florida produce after the
pandemic.
Because only 10% of Americans eat the recommended daily
allowances of fresh produce, the produce industry needs to use
technology to develop snack items such as pitless cherries and
seedless blackberries to remain increase consumption, said Haven
Baker, co-founder and chief business officer of Pairwise. The Durham,
North Carolina, company uses gene editing to develop value-added
produce products.
Baker discussed how CRISPR, a new genome editing tool, is helping
agriculture reinvent breeding.
" In the past, we saw all the new technology go to row crops, " he
said. " CRISPR can work everywhere. We think there's an opportunity to
bring new genetics to agriculture. We are at the
beginning of a multi-decade era of innovation. "
The fresh produce industry needs to watch
trends to retain competitive advantage. Baker
lamented that a strawberry company CEO once
told him " the Dumpster is our best customer. "
Baker cited U.S. tire manufacturers, which in the
early 1970s enjoyed 59% of world production. The
domestic industry's reluctance to produce more
efficient radial tires was a factor in a 17% market
share by the 1990s.
In a panel discussion on " Reinventing Food: A
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conversation with leaders who blazed a post-pandemic path, " Anthony
Dapice, a Kroger category manager, and Tommy Ward, director of
operations for Orlando, Florida-based 4R Restaurant Group/4roots,
provided insights on the value of local produce.
Dapice discussed Kroger wanting to procure more fresh produce
from Florida to supply the retailer's new Florida consumer grocery
delivery service.
" From a fulfillment center standpoint, we will support local as much as
we can, " he said. " There's no reason to bring product from Mexico (when
available locally). The most important thing is freshness and quality.
Sometimes, it can come with a little cost difference from what something
would be in Mexico, but to the consumer, local is the most important thing
and we stand behind that.
" I promise you we will stand by our local partners, procuring directly
and locally. "
4R operates 15 Florida locations of 4 Rivers Smokehouses and other
restaurants.
" We are really highlighting what can be done creatively with menu
items, those things that are plant forward rather than protein forward, "
Ward said. " Those trends are fast approaching and are already here.
We have a consumer base that is moving to a plant-based position. Our
commitment is to buy as much locally as possible. "
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FGN | OCTOBER 2022 | 9
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October 2022

Table of Contents for the Digital Edition of October 2022
