The chief executive officers for the United Fresh Produce Association and the Food Marketing Institute announced a plan to hold their conventions jointly in Chicago during the month of June for at least the next three years.

The two organizations have co-located their conventions before, and United Fresh President Tom Stenzel said the partnership will help United Fresh get past the typical buy-sell relationship that occurs at conventions and move toward a top-to-top connection, referring to the top level retail executives that typically attend the FMI show.

For FMI's part, Leslie G. Sarasin, that association's president and CEO, acknowledged that fresh produce is a driving force in the supermarket industry today, and co-locating with United Fresh helps her membership focus on that development.

"Our partnership with United Fresh brings a vine-ripe vibrancy and fresh-picked energy to FMI Connect's focus on the total store experience," she said. "Forward-looking research affirms what we are seeing at store level -- food retail customers are seeking to increase their knowledge and use of fresh products, making the produce sections critical points of differentiation among food retailers."

She revealed that 41 percent of FMI's 2013 U.S. Grocery Retail Trends consumer respondents ranked better quality and variety of fresh foods, including produce, as the third-most influential factor behind price and selection for choosing a primary store.

"Today, there's no question that fresh produce is a key differentiator for retailers in every channel," said Stenzel. "With consumers increasingly looking for fresh produce for snacks, in ready-to-eat meals and every cooking occasion, United Fresh 2014 will be a must-attend forum for retailers large and small who want to seize the produce opportunity for growth."

The two executives also used the forum to announce that registration opens Oct. 1 for the 2014 shows: United Fresh 2014 and FMI Connect, the Global Food Retail Experience.

The 2014 conventions will be held June 10-13 at McCormick Place in Chicago, with the trade shows taking place June 11-12 from 10 a.m. to 5 p.m.

While the two trade shows will be in unique spaces, the two CEOs said they will meld together seamlessly. The two shows will hold some joint educational sessions, but Stenzel said each organization wants to maintain its own community and will have several separate networking events that are the hallmark of each of their conventions.

While the announcement is only for the next three years, there was an indication that the convention partnership would go beyond that if it is successful.

In a press release announcing the events, Ron Midyett, United Fresh chairman, and president and CEO of Apio, said, "The United board of directors sees a great opportunity with this long-term partnership to build a top-to-top management focus for produce suppliers and their customers. Together, we can bring fresh food solutions and innovations to our customers that can significantly grow the total business."

Fred Morganthall, president and CEO of Harris Teeter Supermarkets Inc. and FMI chairman, offered that the food industry goal for the 2014 combined trade show, is to make it truly a global event.

"The organizations' 2014 signature events team-up to offer workable solutions whose range touches every aisle in the local store, reverberates throughout the industry and reaches internationally into every corner of the food retail globe," he said.