The Produce Marketing Association (PMA), United Fresh Produce Association (UFPA) and Canadian Produce Marketing Association (CPMA) have plans to form a joint Produce Traceability Initiative to drive broad adoption of consistent traceability best practices throughout the produce supply chain. Other associations representing key retail and foodservice buyer segments of the North American food industry have also expressed their intent to participate; these include Food Marketing Institute, National Restaurant Association, International Foodservice Distributors Association, and Canadian Council of Grocery Distributors. The three associations held further talks during PMA’s Fresh Summit convention in Houston on October 12-15, where traceability also received substantial coverage in general sessions and workshops. An announcement will be made later in October about the results of these talks, as well as the names of industry leaders appointed to lead the new initiative.