Fresh Connections 2011, Case Study

Reimagining Fresh Produce Retail

Morris Misel was a featured keynote speaker at Fresh Connections 2011, held at the Brisbane Convention and Exhibition Centre. His session focused on the emerging future of fresh produce retail, exploring how technology, consumer expectations, and global supply chains are reshaping the industry.

The keynote was widely praised for its insights into technology-driven changes, particularly around QR codes and digital engagement in fresh produce. Following the presentation, PMA Australia-New Zealand Limited organised a follow-up webinar to continue the conversation around implementing QR codes in the industry, reinforcing Morris's vision for a digitally connected produce supply chain.

The session attracted strong feedback, with organisers expressing their appreciation for Morris's commitment and forward-thinking perspective. Media coverage and industry commentary highlighted the potential for technology to bridge the gap between producers and consumers, offering real-time transparency and enhanced traceability.

Shift: From traditional fresh produce handling to technology-enhanced, traceable supply chains.

The result? Increased awareness among industry leaders of the power of technology in fresh produce, sparking new conversations around digital transformation and customer engagement in one of the world’s most traditional retail sectors.