As the annual South by Southwest (SXSW) event in Austin, TX, has evolved from an alternative living and music festival to a more sophisticated “destination for discovery,” the produce industry has sought to wield its influence there.
As it has several times previously, the International Fresh Produce Association BB #:378962 attended and hosted a “Joy of Fresh” Global Street Farm, and industry members shared their lessons on an April 6 webinar.
Pamela Riemenschneider, Retail Editor for Blue Book Services, wrote and spoke about her experience for Blue Book and said on the webinar that since the event is more about technology and the future, including the future of food, the produce industry is a natural fit.
“Produce has to be in on that because otherwise we’re just reacting,” she said.
At the Global Street Farm, she said, the “Joy of Fresh” theme was evident to all who strolled through, claiming free fruits, vegetables and flowers.
During the education sessions, too much attention was paid to adjacent issues like food waste, Riemenschneider said, and not enough to how and what people eat.
“People want to know, ‘what’s in it for me?’,” she said. “Produce has a great story. Eating produce makes you healthy and happy.”
She also said an event like SXSW is good for produce industry members because of all the interactions with consumers. Industry events are great, but they can also serve as echo chambers.
Michelle Deleissegues, director of marketing for Gem-Pack Berries, said her experience at the event also showed her the importance of connecting with consumers.
“Technology, art and music are a cross-culture phenomenon, and so is food,” she said. “It’s important to get produce into that mix as a driving force that brings people together.”
Likewise, floral was a huge presence, as Global Street Farm participants gave away more than 10,000 bouquets, said Patrick Kuhlen, vice president of marketing for IFPA.
Erin Esensee, business director for HEB Blooms, said the work at the street farm was long and hard, but the reward was worth it to spread joy through flowers.
She said it’s experiences like this that will influence consumers to make floral a regular part of their grocery shopping experience.
