'You decide how you tell the story of your brand'

VHS cassette, fax, disc, landline telephone and a paper map of Berlin on one side of the diagram. And on the other? The smartphone. Packed with news, social media posts, videos, podcasts, clouds. "A change at the speed of light," said Patrick Kelly, founder of Aglife Media, Inc and host of The Produce Industry Podcast. His session at the Fresh Produce Forum on "Digital innovations redefine the supply chain" started at the end of the chain, with customers and consumers.

The digital world is also changing communication, marketing and advertising. "We no longer wait for the newspaper at 6 a.m.," said product and supply chain expert Kelly. Instead, customers can be reached worldwide and theoretically everywhere. And "you can see exactly: Who has read or looked at where, what, for how long." Specific markets can be targeted.

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