PMA turns to entertainment industry to bring produce to the forefront
In support of the produce industry’s efforts to drive demand for more fresh produce, the Produce Marketing Association, Newark, Del., announced a strategic alliance with the Entertainment Resource & Marketing Association (ERMA), a Santa Monica, Calif.-based association of entertainment marketing professionals, to bring fresh produce center stage through television shows, movies and online entertainment.
As part of the alliance, ERMA agreed to advocate the use of fresh produce in entertainment production and track that use. PMA agreed to assist ERMA to make generic, fresh produce available as those entertainment opportunities arise.