Produce Marketing Association (PMA) Joins THRIVE

Produce Marketing Association (PMA) Becomes a THRIVE Corporate Partner to Advance New Technologies in Produce Industry

Media Contact(s): Emily Breslin, SVG Partners,


Los Gatos, CA, April 26, 2017 — SVG Partners announced today that the global trade body Produce Marketing Association (PMA) has joined the THRIVE ecosystem as a corporate partner. PMA joins­­ other sponsors Verizon, JV Smith, Land O’Lakes, Driscoll’s Berries, Taylor Farms, Wells Fargo, Western Growers Association, the City of Salinas, Panasonic, Yamaha Motor Ventures & Laboratory, and Sun World Innovations in a mission to advance agricultural technologies globally. Founded in 1949, The Produce Marketing Association is a 2,500 member association representing the full supply chain of the produce and mass-market floral industry, from seed producer to supermarket.

Leading up to the announcement, PMA’s Chief Science & Technology Officer, Dr. Bob Whitaker coached companies in the THRIVE AgTech Accelerator program as a mentor. Going forward, PMA’s corporate partnership signifies the association’s continued commitment to addressing challenges along the produce and floral supply chains in service of its trade members. “Fresh produce and floral businesses face many labor challenges – scarcity, competition, rising costs and skills gaps, to name just a few” said Dr. Bob Whitaker. “Our members can better compete by leveraging emerging agriculture focused technologies that enable them to work smarter.”

Launched in 2014, THRIVE AgTech is a global innovation platform uniting major agriculture corporations such as Land O’Lakes, Driscoll’s Berries, and Taylor Farms with seed and scaling startup companies. The goal is to prove and commercialize cutting edge technologies for the agriculture sector.

“It is critically important to create constructive and open dialogue between the produce and floral industries and innovators around the world to ensure that our collective energies are focused on delivering solutions that truly meet industry needs,” said Dr. Whitaker.  “Supporting the THRIVE AgTech global innovation platform is an excellent way to reach that objective.”

“Bringing new corporate partner Produce Marketing Association into the THRIVE AgTech ecosystem allows us to broaden our understanding of the problems that persist in the industry, and to commercialize new agriculture technologies we have identified across new market segments,” said John Hartnett, Founder of SVG Partners and THRIVE AgTech. “Partnerships like this are what makes THRIVE an important lever for innovation in industry.”



Produce Marketing Association is the leading trade association representing companies from every segment of the global produce and floral supply chain. PMA helps members grow by providing connections that expand business opportunities and increase sales and consumption. For more information, visit



SVG Partners is an investment, technology and advisory firm that partners with organizations on strategy, innovation and global expansion. Since 2007, SVG’s experience team of senior technology leaders and venture capital investors have worked with global corporations and scaling companies to drive competitive advantage from strategy to implementation. Through its accelerator and open Innovation programs, engineering and development services, and executive strategy and advisory, SVG Partners helps build and scale innovative technology companies worldwide. SVG Partners is based in Silicon Valley, CA.



THRIVE AgTech’s mission is to connect the expertise of tech companies to on-the-ground knowledge of agricultural companies, the financial backing of investors, and the entrepreneurs solving problems in the AgTech space. THRIVE unites these communities in order to drive the development and adoption of sustainable technology enhancements necessary for securing the global food demands of the future. The THRIVE program targets two stages of companies, the very early to commercially ready. Early stage companies accepted into the program go through a rigorous bootcamp and receive mentorship from industry leaders to help them scale their companies. THRIVE’s Open Innovation program directly connects corporate partners with high growth startups to trial and deploy cutting edge technologies focused on agriculture.