New York Times writer Michael Moss got the idea to commission an ad campaign to sell broccoli, and to write about it, after realizing that without higher demand for fresh fruits and vegetables, farmers wouldn't grow more and prices would never go down, he says in this interview. In reporting the story, he spoke with PMA about the need to do more to market fresh vegetables. "They have also come to realize that it doesn't have to cost tens of millions of dollars to buy TV advertising. Social media is more affordable," he says.

Related Summaries