One of our goals when we launched PRODUCE BUSINESS 25 years ago was to help elevate the esteem in which the industry was held among policy makers, consumers, the media, academia and, indeed, the industry members themselves and their families.
We doubled down on this goal when the Eastern Produce Council and PRODUCE BUSINESS joined hands to present The New York Produce Show and Conference.
Now, with the show imminent, high above The Avenue of the America — that is 6th Avenue for the native New Yorkers reading — there are banners flying proclaiming the existence of a new industry institution — The New York Produce Show and Conference.
These banners are a quintessentially New York institution, and they proudly proclaim everything from the Tony Awards to Museum exhibitions to High-Tech Trade Shows.
Of course, this is a trade-only show and conference, so spending money on these banners won’t get us any exhibitors or attendees but millions of people will see these banners and we hope each one will move the industry up a notch in their esteem as they reflect for one microsecond on the fact that the produce industry isn’t just a clerk at the supermarket or a farmer far away… that it is an industry, a sophisticated supply chain and that the people who make it up work very hard, with great intelligence and dedication to bring the fruit of the earth to the people of the world.
