THE current generation has a responsibility to improve the health of those coming after it, according to the international head of the Produce Marketing Association.
One of the most impassioned presentations during the 2015 PMA Fresh Connections event in Melbourne in May came from PMA president Cathy Burns on her visit to Australia from America.
She outlined the organisation's global thinking in creating a healthier world.
"By 2020, that's five years from now, 9.7 per cent of children are going to be overweight or obese. Quite frankly, that's unacceptable," she said.
"I can't think of a better group of people honestly, than those in this room to change the trajectory of this next generation.
"What's even scarier is if we don't, this will be the first generation of kids that have life spans shorter than their parents."
Ms Burns delivered figures showing on average a child sees 5500 advertisements for junk food per year.
The same child will see less than 100 for healthy food.
Marketing was key to presenting healthier options according to Ms Burns, who gave the example of children choosing a breakfast cereal by what character is on the box.
"We have the lives of the next generation in our hands, I feel that strongly about it, and we are an industry that can make a difference," she said.
Her presentation tied in with the launch of the Pick Right. Feel Bright campaign which aims to encourage greater fresh produce consumption within Australia and New Zealand.
She also spoke on the opportunities members have to benefit from PMA's information bank and representative capabilities.
"What really matters is that we attack the issues that you see are important," Ms Burns said.
"Getting product across borders, across oceans, we know is important and should be for us globally."
According to Ms Burns, 25 per cent of PMA membership is outside of the US. It's also the fastest growing membership area.
"Multiculturalism is no longer niche. It really is the mainstream and the opportunity to have products and variety in urban areas, but I would say everywhere, that support that is incredible," she said.
Ms Burns, who spent 30 years in retail prior to roles with PMA, gave special mention to the energy and vitality within the fresh produce departments, saying it was unique to the sector.
