Greener Fields Together Targets Continuous Sustainability Improvements Through Entire Produce Supply Chain

Oct 2, 2012 9:15 AM ET

MONTEREY, Calif., Oct. 2, 2012 / 3BL Media / PRNewswire/ -- Greener Fields Together, a groundbreaking, industry-wide sustainability and local produce initiative, was officially launched today. The foodservice industry's first comprehensive, national farm-to-fork sustainability program, Greener Fields Together has two primary goals: to create and commit to continuous sustainability improvements at each touch point in the produce supply chain, and to ensure the availability and safety of local produce for operators in all segments. Administered by PRO*ACT, the nation's leading supplier of fresh produce to the foodservice industry, Greener Fields Together is being brought to market through PRO*ACT's national network of independently owned local distributor partners.

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Beginning with farmers, Greener Fields Together targets and will measure "green" activities in areas including energy use, water and waste management, pesticide/herbicide use, packaging and transportation. Farmers large and small partnering with PRO*ACT in the initiative will be expected to make continuous improvements in these and other areas.

At the distribution level, all PRO*ACT distributors have pledged to make Greener Fields Together a strategic priority and are implementing improvements such as, but not limited to, energy-efficient lighting and refrigeration, recyclable totes and pallet wraps, backhauling, and building long term partnerships with local farms--including financially supporting local farmers' food safety education and certification efforts.

Bringing the program full circle, hospitality operators are also eligible to become part of the initiative and display the Greener Fields Together emblem. This represents their commitment to the Greener Fields Together produce supply chain and continuous sustainability improvements in their operations.

"The importance to consumers of sustainable and local is changing the way we and our supply chain partners do business," says Max Yeater, PRO*ACT president. "Our vision, and what we've been working towards for the last couple of years, is to unite the supply chain in efforts for continuous improvement in sustainability and safety at all levels of the produce industry. We've made a serious investment in time and resources in Greener Fields Together. And we believe that will result in more sustainably grown, packaged and transported fresh produce coming to market, whether it is grown by a national producer or a regional or local farmer. This initiative is unique in the way it provides a level of assurance, through consistent third-party verification, that all green efforts promoted by us and our supply chain partners are truly sustainable and that our local produce has been grown, harvested and delivered using safe, sustainable practices. We're very excited to be able to launch this collaborative effort."

For more information on Greener Fields Together, visit www.greenerfieldstogether.org

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About Greener Fields Together: Greener Fields Together is a collaboration of environmentally responsible parties, including farmers, distributors and foodservice operators, who have come together to make steady, measurable improvements in sustainability and food safety practices through all levels of the produce supply chain.

About PRO*ACT: PRO*ACT is America's leading distributor of fresh produce to the foodservice industry sourcing from premier national and regional farmers. PRO*ACT streamlines the produce supply chain, offering significant cost benefits and an easy, one-call solution to source the freshest produce from more than 70 third-party inspected, independently owned, local distribution centers across the United States and Canada. PRO*ACT provides category cost management through commodity contract pricing, in-house consultation services and integrated produce program distribution management.

CONTACT: Mary Wright-Rana
831-658-1907, mwrightrana@greenerfieldstogether.org