Expect a bigger and better Produce Marketing Association’s Fresh Summit Convention & Expo Floral Pavilion Oct. 17-19 at California’s Anaheim Convention Center. Becky Roberts, director of volunteer relations and floral at PMA, told The Produce News that this year’s Floral Pavilion exceeds 13,500 square feet, with over 60 exhibiting companies, more than double the size of last year.

“We are expecting more than 250 people at the Floral Networking Reception on Oct. 18,” said Roberts. “It’s a great time to meet new industry leaders, as well as spend time with existing friends and colleagues.” The 2014 Floral Marketer of the Year Award ceremony will also take place during the reception.

The entire floral industry supply chain will be participating in this year’s Fresh Summit Expo, according to a news release. Supermarket floral executives from international, national and regional supermarket chains, floral suppliers from growers to wholesalers, and brokers to retailers, plus supermarket floral buyers will all be present. Already confirmed attendees include Ahold, Bristol Farms, Gelson’s, Grocery Outlet, HEB, Kroger, Raleys, Safeway, Sam’s Club, Save Mart, Schnucks, Stater Bros. and Target.

Pantone LLC will present a floral educational session on Oct. 17 entitled, “Floral Trends: Color is Key.”

“Floral purchases are a sensory experience, with color being a major consideration,” according to a news release. This session will provide insight on color trends and the ways florists are incorporating color into their packaging, arrangements, and breeding techniques.

A second floral educational session, also on Oct. 17, will be “The Seismic Shift of the Floral Industry,” presented by Euromonitor International.

“Based on feedback from the PMA Floral Council and our members, PMA has invested resources for primary research to address the need for more information about the overall size and business opportunities for the U. S. floral market,” Roberts said. “The first step to unveil and highlight some of the key changes and emerging trends from the research will be featured during this session. Look for more information, analysis and implications to be shared with members through 2015.”

The Fresh Summit Expo agenda includes a 5K Race for Talent, a women’s leadership breakfast, a science and technology reception and receptions for emerging leaders and young professionals, along with general sessions on the State of the Industry and Exploiting Chaos.

PMA staff and volunteer leaders are already busy finalizing next year’s business plans and they promise more for floral members in 2015, including an increased number of opportunities for networking with the floral community, expansion of connections to floral buyers across the supply chain, more relevant industry and consumer research and information specific to floral, and continued growth of floral members.

For more information, go to www.pma.com/events/freshsummit/2014.