Produce Processing

March/April 2020

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4 M A R C H / A P R I L 2 0 2 0 4 A division of Great American Publishing ISSN 2375-3447 Editorial and advertising offices at Great American Media Services, a division of Great American Publishing, P.O. Box 128, Sparta, MI 49345 Phone: 616-887-9008 Fax: 616-887-2666 Printed eight times a year in the U.S.A. Copyright 2020 Produce Processing is $25 per year and $55 for three years if residing in the U.S.; $56 (U.S.) per year Canada; and $100 (U.S.) per year other foreign countries. Digital subscription: $9.95 per year. Single copy and back issues: $6. The opinions and views expressed by authors, contributors and advertisers in Produce Processing do not necessarily reflect those of the editors and publisher. Appearance in Produce Processing does not constitute endorsement by Great American Media Services or Produce Processing of the advertiser, its products, or services. Great American Media Services and Produce Processing accepts no responsibility of liability for the validity or accuracy of information supplied by contributors, vendors, advertisers, or advertising agencies. Great American Media Services and Produce Processing do not make any claims or guarantees as to the accuracy or validity of information supplied by contributors, vendors, advertisers or advertising agencies. For subscription information, visit our website at Permission is granted for reprinting material, except for commercial or advertising purposes, providing Produce Processing is given full credit. POSTMASTER: Please send address changes and corrections to PRODUCE PROCESSING, P.O. Box 128, Sparta, MI 49345 THE PROCESS Z E K E J E N N I N G S The premise of not discussing politics or religion in social situations has all but been blown out of the water by the rise of social media. I have reached the personal policy of mostly avoiding political talk on social media, as it far too often lacks meaningful or productive discussion. The evening of the New Hampshire primary, I did take to social media to ponder something aloud. The victory of Democratic candidate and 78-year-old Bernie Sanders was charged by him taking 51% of the vote among 18-to-29-year-olds. I wondered, via Facebook and against my better judgment, why young people find Sanders, a self-described democratic socialist, so appealing. To my surprise, the responses were insightful (and civil, thankfully). One response that stuck with me came from a former newspaper editor of mine, who now heads the student media department and campus newspaper at a state university. His job is to mentor college students, so he's clearly familiar with the age group. "It's not about political parties," he said. "It's more of a fair/ unfair or right/wrong conversation for them. … Beyond college debt, most of the issues that they care about don't necessarily affect them directly, specifically." Today's twentysomethings — which include older Generation Z members and young millennials — make up perhaps the most socially conscious generation in U.S. history. They speak not only with their voices, but with what they buy and which companies they buy from. Ryan Jenkins, an Atlanta-based speaker and podcaster who specializes in generational marketing, said it's important to Generation Z — which is projected to become the largest demographic in the U.S. this year — that brands they support align with their values, and traits they value are human equality and transparency. They expect companies to be open and honest about who they are and what they do and not be afraid to take a public stand. McKinsey & Company, a global consulting firm, published an article in 2018 on Gen Z. In it, authors Tracy Francis and Fernanda Hoefel said companies shouldn't try to be politically correct on a wide range of issues, but to pick the ones that make sense for them. Whether it's diversity, sustainability, working conditions, producing organically or anything else, it's important for you and your company to be sincere when marketing toward young people. Understanding Gen Z Zeke Jennings Managing Editor Office 616-887-9008 Managing Editor Zeke Jennings, 616-520-2159 Advertising Andrea Schafer, 616-520-2139 Editorial Director Tim Hodson, 616-520-2161 Creative Director Kristina Howell, 616-520-2168 Multimedia Designer Greg Ryan, 616-520-2145 Production Assistant Samantha Orsi, 616-520-2148 Group Marketing Melissa Gray, 616-520-2153 Director Custom Content Jess Schmidt, 616-520-2141 Manager Circulation Becky Stovall, 616-520-2138 Billing Accounts Receivable, 616-520-2136 Contributing Editors Gary Pullano, 616-520-2144 Stephen Kloosterman, 616-520-2152 COO & Director of Kimberly Baker, 616-520-2135 Custom Media CFO & Director of Deb Carnes, 616-520-2169 Human Resources Vice President/ Gerry Bodgdon, 616-520-2150 Group Publisher CEO Matt McCallum, 616-520-2133 Editorial Advisory Board Adrienne Seiling, American Frozen Food Institute Bob Swartwout, Direct Advantage Rudi Groppe, Heinzen Manufacturing International Lou Cooperhouse, Rutgers Food Innovation Center Sherrie Rosenblatt, Can Manufacturers Institute email Zeke:

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