# Keynote: PMA Fresh Summit General Session – Are You Guilty of Future Crimes? Innovation in Fresh Produce
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Jim Carroll delivered the general session keynote at the Produce Marketing Association’s (PMA) Fresh Summit in 2010, one of the produce industry’s largest and most important annual gatherings. His keynote challenged attendees with a provocative question: ‘Are you guilty of future crimes?’ — exploring how organizations that fail to innovate today are essentially committing crimes against their own futures. Jim drew on his deep experience with food, agriculture, and consumer trend analysis to push Fresh Summit attendees to think about accelerating disruption in the produce supply chain, consumer expectations, and the competitive dynamics reshaping the fresh food business. PMA highlighted the event in a separate press release, calling Jim a ‘futurist, author and trends and innovation expert’ who would challenge attendees to reinvigorate their business.

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Source: https://jimcarroll.com/2010/06/keynote-pma-fresh-summit-general-session-are-you-guilty-of-future-crimes-innovation-in-fresh-produce/