Agenda: PMA Fresh Connections 2016, Shanghai

March 17th
Westin Hotel：No.88 Henan Central Road
Diamond Ballroom, 3rd floor

08:00 Registration Open

09:00 Welcome and Opening Comments
Richard Owen, Vice President, Global Business Development, Produce Marketing Association (United States)
Bruce Zanin, Director, Agricultural Trade Office, US Embassy in China(United States)
Vladimír Kočerha, Economic and Commercial Counselor of Peru in Shanghai(Peru)
Bai Zhanghong, Director, Animal and Plant Quarantine Supervision Division, Shanghai CIQ, China(China)

09:20 State of the Global Fresh Produce Industry
Speakers: Cathy Burns, President, Produce Marketing Association and Bryan Silbermann, CEO, Produce Marketing Association (United States)

Led by two of the leading authorities in the global fresh produce industry, this session will take a look at the global marketplace trends that are driving consumer, retail, importing and exporting decisions. They will connect these global trends to Chinese consumers and the fresh produce chain serving them.

10:00 The Chinese Marketplace – What you Need to Know to be Successful
Speaker: Mabel Zhuang, China Market Development Representative, Produce Marketing Association (China)

China’s vast geography and developing infrastructure creates unique challenges for the distribution of fresh produce. Mabel Zhuang, PMA’s China Market Development Representative, will give an overview of China’s fresh produce market with special focus on imported fruits. You’ll gain valuable insight into key trends shaping the future of the industry and the structural and distribution changes driving fresh produce trade in China. We’ll pinpoint which industry trends, import protocols, domestic production, trade statistics, and new marketing channels you’ll need to know.

10:25 Morning Networking Break - Diamond Foyer

11:00 Food Safety Best Practices Made Simple: Lessons from Around the World
Introducer & Overview: Tim York, CEO, Markon (United States)
Panelists:
Richard Bennet, Technology Manager, PMA Australia – New Zealand (Australia)
Keith Refsnider, Global Food Safety Program Director, Driscoll’s (United States)

The global produce supply chain has begun to realize benefits from building trust and loyalty among consumers, who consume both domestically-produced and imported fresh produce. China is no different. New technology developments, as well as government and international requirements are aiding in this process of making food safety a part of the company’s business model, rather than an expense. This session will provide a glimpse of best practices from some of the leading companies and organizations leveraging these tools to remain competitive.

12:10 Networking Lunch - The Crystal Garden

13:30 Thinking Like a Global CEO
Introducer & Overview: Bryan Silbermann, CEO, Produce Marketing Association
Panelists:
Liu Mau Wah, Co-Chairman, Joyvio-Golden Wing Mau (China)
Steve Barnard, CEO, Mission Produce (United States)
Michael Simonetta, CEO, Perfection Fresh Australia (Australia)
Shawn Harris, CEO, Nature’s Pride (Netherlands)

What does your business need to stay competitive in the global market? What skills are necessary to be successful in a challenging market like China? What are some of the proven methods CEO’s have implemented to create a winning market development vision and strategy? This session will explore the qualities of successful global leaders and uncover what characteristics enable them the ability to adapt rapidly to an ever-changing environment. During this interactive session, hear directly from executive leaders in the produce industry and uncover what is in the mind of a CEO!

14:45 Afternoon Networking Break - Diamond Foyer

15:20 Leading Trends in Production and Varietal Innovation
Introducer & Overview: Jerome Chen, Executive Director, Joyvio-Golden Wing Mau (China)
Panelists:
Jose Antonio Gomez, CEO, Camposol Trading (Peru)
Robert Kershaw, President, Domex Superfresh Growers (United States)
David Marguleas, Executive VP, Sun World International, LLC. (United States)

This session will take a look at innovations in variety development, as well as production trends, for major fruits grown or imported into China. We will discuss different breeding developments and the challenges of acquiring, producing and growing new varieties important to the Chinese marketplace. We will discuss innovations in seed technology that will help producers conserve resources, manage production costs and create higher productivity, all while delivering improved consumer benefits.

16:20 Global Sourcing for China: Capturing the Opportunities Import/Export
Introducer & Overview: John Wang, CEO, Lantao Shanghai Great Harvest (Canada/China)
Panelists:
Neil Maffey, Chief Merchandising Officer, Sam’s Club (China)
Oleen Smethurst, General Merchandise Manager, Costco Wholesale Canada Ltd. (Canada)
Andy Zhang, Commercial Director, Dole (China)

Where will China look for its next supply partners? Will cross border foreign trade commerce and the development of free trade zones significantly shift the routes of entry? What will new options in global sourcing mean for your business in the future? Find answers to these questions and many more in this information packed session, heavy with both international and China-specific experience. This is one session you do not want to miss.

17:20 Wrap Up: Connections that Bring it All Together
Speaker: Richard Owen, Vice President Global Business Development, Produce Marketing Association (United States)

17:30 Closing Reception - Diamond III