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NEWARK, Del. -- In two weeks, the Produce Marketing Association here will use its annual convention as a platform for releasing a new produce study, one that PMA president Bryan Silbermann promises will set reliable benchmarks for sales, market penetration and so on, for an industry undergoing rapid change.However, the study itself can be seen as a most telling benchmark, for a trade association --

NEWARK, Del. -- In two weeks, the Produce Marketing Association here will use its annual convention as a platform for releasing a new produce study, one that PMA president Bryan Silbermann promises will set reliable benchmarks for sales, market penetration and so on, for an industry undergoing rapid change.

However, the study itself can be seen as a most telling benchmark, for a trade association -- and by reflection an industry -- trying to re-invent itself to fit the Information Age

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