Articles by Jim Prevor





What People Want Most

Originally printed in the November 2019 issue of Produce Business. Each year, when we visit PMA’s Fresh Summit event we are asked the same question:… Read More


Riding The Plant-Forward Wave — Four Hindrances To Overcome

The world is ablaze with people promoting plant-forward eating. From Bill Gates to TV chefs, from environmentalists to culinary schools, it’s the next big thing. Not surprisingly, there is not a marketing mind in the produce industry not looking for a path to use this enthusiasm as a way to sell more fresh fruits and vegetables.