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    CEO Symposium

    Tuesday, March 9th, 2010

    Julia Stewart:
    Hello, this is PMA PR Director Julia Stewart, and welcome back to PMA’s audio blog, “Ask Dr. Bob.” PMA’s Chief Science and Technology Officer Dr. Bob Whitaker and Lorna Christie, PMA’s Executive Vice President and COO, are with us today to share news on some exciting food safety events coming up later this year. The next Food Safety Symposium will be held in May in Ellensburg, Washington, and others are planned for later in the year.

    Bob, Lorna, what is the CEO Food Safety Symposium and why is it different from other events?

    Bob:
    Thank you, Julia.  We’re looking forward to our first Food Safety Symposium of 2010.

    This special CEO series that we started just last year, is geared toward the high-level decision-makers in each company because, as I’ve said previously, in order to really have effective food safety programs you have to change your business culture. The persons ultimately responsible for a business’ culture – food safety or otherwise – are the top decision-makers, the CEOs or presidents. They also have the best view of the risk if there isn’t a good food safety program — consequences like the loss of brand equity or even loss of the entire company. This symposium is geared toward this C-level position, rather than the food safety scientists. It focuses on the business aspect of food safety.

    Lorna: 
    That’s right, Bob. This symposium is different from other food safety conferences because it changes the dialogue around food safety. It takes it out of the quality assurance department and makes it the responsibility of  everyone in the company — from the CEO to the guy who packs product on the trucks at the other end of the building. This symposium is unique because it doesn’t focus on the science or technical aspects of food safety; instead it focuses on how to change your business model.

    Bob: 
    I think that is an important point, Lorna!  We don’t talk about the science at all.  And, the symposium format includes some very interactive, real-world breakout sessions where the participants can discuss some of the points we make during our presentations, and explore how some of these ideas might be incorporated into their own businesses.

    We start off with a status check, having an honest conversation with attendees about their food safety programs, the types of elements such programs should have, and how basic business functions relate to food safety. Then we hear from a lawyer whose firm specializes in prosecuting food safety cases. He lays out the stark realities of food safety, pointing out that if you don’t have a thorough food safety program, he’s going to sue you – and win! He really drives home the consequences of not having a comprehensive program.

    Lorna:
    Then we have one of my favorite parts which we like to call the “oh shit moment”. In breakout sessions, attendees discuss what they heard that really gave them pause, and how it could relate to their company. This illustrates the unique difference in the format of this symposium from other events out there. It looks at the impact of failure that goes beyond business losses.

    We also incorporate applied knowledge — we present a scenario and discuss what they would do. People get to think outside their traditional box and look at applying what we’ve talked about in a very different way. We’ve had great feedback from all our symposiums.

    Bob:
    Attendees at last summer’s  Monterey event really appreciated the legal perspective – for example, they thought the insight we offered into how post-outbreak investigations and lawsuits expose weaknesses in food safety programs was particularly beneficial. They also recognized the benefit of having fellow colleagues in the room, networking, and sharing ideas with produce and food safety executives… and understanding some of the similarities of this issue throughout the produce industry.

    Lorna:
    And, attendees at our Austin symposium last year especially regarded the outlook on what to do if you have a food safety event and the news media come knocking on your door. In Rochester last fall, attendees noted the value of getting a better understanding of how to prepare for a food safety issue, beyond just your protocol for recalling product. In all cases, participants touted the benefit of looking at real world situations and examples of how to handle them in our business

    Julia:
    Thank you, Bob and Lorna. We look forward to this unique event and to hearing back from our listeners who attend it.

    For more information about the Symposium or to register, go to www.pmafoodsafety.com. Thanks for joining us, everyone…Until next time

    Food Safety at Fresh Summit

    Tuesday, September 8th, 2009

     

    Julia Stewart:

    Hello, this is PMA PR Director Julia Stewart, and welcome back to the audio blog, “Ask Dr. Bob.” PMA’s Chief Science Officer Dr. Bob Whitaker is with me today to talk about the opportunities coming up at PMA’s Fresh Summit to learn more about food safety issues. Fresh Summit will be held Oct. 2-5, in Anaheim, California.

     

    Bob, I understand this year’s convention will include educational programming on food safety, as well as personal access to PMA’s food safety experts like you, and exhibits of food safety solutions. What does that really mean for Fresh Summit participants, and how can they take advantage of these opportunities?

     

    Bob Whitaker:

    Well Julia, we’ll be putting food safety front and center at Fresh Summit, to help spark a different conversation our industry should be having about the safety of our products. You see, too often our attention gets diverted to individual tactics and tools – when our focus should be risk assessment, management, and what we do every day to make products safer. We’ve got several activities planned to help attendees hone their food safety awareness and to start shifting that conversation.

     

    On the workshop front, Fresh Summit will have four workshops on crucial topics related to food safety and traceability that everyone in the business should tune into. On Friday I will lead a workshop that will showcase food safety leaders’ priorities, practices and cultures, and review what companies should do differently. We should have a product liability attorney with us that will definitely get folks thinking differently about how their company should look at food safety.

     

    That same day at our workshop on “Produce Traceability Initiative: Implementation of Best Practices”, PMA Vice President and traceability expert Gary Fleming will provide an update on the PTI action plan, best practices and tips for implementing action plan milestones.

     

    On Sunday, the workshop titled “Food Safety Innovations: What’s New and What Does It Really Mean?” will take a look at promising new produce safety research, and what it means for your real-world business, with speakers including Center for Produce Safety Executive Director Bonnie Fernandez-Fenaroli and myself. I’m particularly excited about this workshop, because there is lots of work going on to help bring research and science to bear to help start answering some of industry’s critical food safety questions.

     

    On Monday, a panel will discuss how to balance the pressure to improve produce food safety while also protecting the environment. That’s certainly been a hot topic recently.

     

    Attendees will also want to get together with me and other PMA staff during our office hours in the PMA Center, in booth 2538. I will be in the center to talk food safety with whoever wants to talk with me during the show on Saturday and Sunday. PMA Vice President of Government Relations and Public Affairs, Kathy Means will be available to discuss regulatory and legislative food safety initiatives during her office hours as well. Check with with PMA staff to find out our specific hours.

     

    Additionally, Gary Fleming will hold office hours in the Produce Traceability Learning Center on the show floor for those companies wishing to discuss traceability issues.  This learning center provides a hands-on place for industry members to delve deeper into the issues that traceability presents and discuss them with experts – and we think it is going to be a big draw at this year’s convention.

     

    As I’ve said before, food safety is not passive — it is very active and very personal activity, and needs to be part of our business culture. These opportunities at Fresh Summit can help anyone find out more and begin to apply important aspects of food safety and traceability to their own businesses.

     

    Julia:

    Thank you, Bob. It certainly sounds like a lot of ‘don’t miss’ opportunities for Fresh Summit attendees this year, both on food safety and traceability issues. We look forward to seeing a lot of our members in these forums.

     

    Thanks very much to our listeners, please join us again next time! Good bye!