Produce Marketing Association (PMA) is a global organization that supports all aspects of the fresh produce and floral industries, from field to truck to shelf to table. Its nonprofit arm, Center for Growing Talent (CGT), works to recruit and retain employees in the industry.
The Challenge
The fresh produce and floral industry is historically anchored by small, family-owned businesses. Their expertise is growing, packaging and shipping food and flowers, but not necessarily in other aspects of the business like marketing or hiring or managing people. CGT steps in with programs and education designed to help these companies find great employees, train them and keep them. CGT needed to more strongly demonstrate the results of its program not just in facts and figures, but in real human terms.
The Collaboration
I began working with PMA developing marketing content to support their extensive lineup of educational programs and conferences around the globe. From there, I started collaborating with CGT, helping the organization tell a story of impact and success. I developed an editorial plan for the quarterly Thrive newsletter, which spotlights people who’ve benefited from CGT programs and who contribute to the organization. These people profiles also live on the CGT website, providing evidence of the mission in action.
