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    PMA Creates Produce Crisis Management Manual

    NEWARK, Del. -- The Produce Marketing Association here has developed a crisis management manual for the produce industry.

    NEWARK, Del. -- The Produce Marketing Association here has developed a crisis management manual for the produce industry.

    The trade group released the manual at its Foodservice Conference Tours & Exposition held last month in Monterey, Calif. Bryan Silbermann, PMA president, said the crisis management manual is an updated and comprehensive instruction guide for the produce industry that "will help our members customize their communication plans and deal with a crisis, should it arise."

    Silbermann explained that the manual will help produce industry players:
    -- Assess crisis vulnerability for their organizations and prepare for a possible crisis;
    -- Work with resources such as worksheets, check lists and example documents as part of a toolkit which can aid in gathering information within organizations;
    -- Manage a crisis, and minimize damage to reputations, operational effectiveness and sales.

    "This how-to manual is extremely important in our fresh industry, where a food safety scare or product tampering can destroy the reputation of a company if the response is not handled with care," Silbermann added.

    The manual is offered in PDF format to members for $50, and non-members for $100.

    Crisis management workshops will be featured at PMA's Fresh Summit 2005 International Convention & Exposition in Atlanta, Georgia, November 4-8. For more information, visit http://www.pma.com or contact (302) 738-7100.

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