San Diego helps spike attendance at PMA Fresh Summit to record level
San Diego helps spike attendance at PMA Fresh Summit to record level
SAN DIEGO -- Much like a Super Bowl halftime extravaganza, each year the Produce Marketing Association tries to outdo its previous annual Fresh Summit International Convention & Exposition. Perhaps one day the event literally may blow the lid off the building. Until then, PMA will have to be content with setting attendance records and pleasing attendees with its conference.
This year's event, held here at the San Diego Convention Center, drew record attendance and appeared to be somewhat of a healing salve for an industry still reeling from the ripple effects of the Food & Drug Administration's recently lifted nationwide blanket advisory against eating spinach. Even Popeye and Olive Oil stepped out on the town at Fresh Summit (on behalf of River Ranch Fresh Foods), sending a hopeful message to the industry that good times are back.
As of 3 p.m. PST on Monday, Oct. 23, attendance stood at 18,605. PMA President Bryan Silbermann said that the number was "a couple thousand more than expected," and that the final tally would grow by a few hundred more. Those produce and floral professionals came from more than 50 countries.
Mr. Silbermann said that he was impressed by the level of energy of attendees and positive vibes running through the convention center. "I feel so proud to represent this industry," Mr. Silbermann said.
As for the overhang of Mexico having temporarily barred California-grown lettuce, Mr. Silbermann said Fresh Summit plays a role in mending fences. "This is a global marketplace," Mr. Silbermann said, adding that Fresh Summit was a manifestation of that marketplace.
Planning for this year's show -- at least in terms of deciding on a location -- began 10 years ago, Mr. Silbermann said. At least half of PMA's staff works on the annual show year-round, he said. PMA budget for FY 2007 will be a record $15 million, he said.
At next year's conference in Houston, the exhibition floor will be open on Saturday, Sunday and Monday, compared with this year's Sunday, Monday and Tuesday floor show hours.
"The less time out of the office, the better," Mr. Silbermann said, referring to show attendees who'll appreciate spending one fewer weekday at the show. Next year's show will offer more hours in the opening reception and there will be one fewer general session.
Fresh Summit is a trade show, education program and networking opportunity. In an effort to give attendees the best bang for their buck, PMA doesn't "run education components up against the trade show," Mr. Silbermann said.
Exhibitors appeared pleased by the level of foot traffic by their booths. The first day the exhibit floor is open tends to draw the most traffic.
Troy Boutonnet of Castroville, CA-based Ocean Mist Farms said that the Sunday traffic was up. "San Diego is an awesome place to have a show," he said. "It makes it easier for us West Coast shippers. It's a really good opportunity to educate on the big picture."
Though Ocean Mist was not implicated in any fashion in the recent E. coli outbreak in spinach, as a spinach grower its business has been hurt. Mr. Boutonnet said that the leading topic of discussion with buyers is spinach, adding that some buyers don't want to buy California spinach.
Bruce Knobeloch of Salinas, CA-based River Ranch Fresh Foods said that foot traffic on Sunday was "great, with good interaction. Everyone's interested in getting the industry back to normal," he said.
Cindy Jewell of Watsonville, CA-based California Giant called San Diego "a great location."
Doug Ranno of Salinas, CA-based Colorful Harvest LLC said that on Sunday, merchandisers and buyers were walking together on the showroom floor so decisions could be made."This city is great for a trade show," he said. "It creates a wonderful environment."
Kevin Allen of Parlier, CA-based Maxco said that San Diego was very accommodating for the show and that it's "terrific" the way PMA plans well in advance for the show.
Darren Kolinsky of Los Angeles-based Tavilla Sales Co. just started with the company several weeks ago as its new director of sales and marketing. Prior to that he had owned his own candy company. He's been attending trade shows since he was a kid. Still, he wasn't prepared for what the size and breadth of Fresh Summit.
"I was amazed at the size of the show," Mr. Kalinksy said. "I love the open aisles, the colors. There's so much more detail given to these booths."
Mark Sherburne of Lakeville-Middleboro, MA-based Ocean Spray said that Fresh Summit rates high marks for "ease of being able to set up" as well as excellent proximity from the convention center to hotels and restaurants. Margaret D'Arrigo of Salinas, CA-based D'Arrigo Bros. of California said Oct. 23 that D'Arrigo's booth was getting great foot traffic" and that Sunday "was super busy."
Dave Eldredge of Salinas, CA-based NewStar said that Sunday traffic by NewStar's booth was good. "We love San Diego," he said.
This year's event, held here at the San Diego Convention Center, drew record attendance and appeared to be somewhat of a healing salve for an industry still reeling from the ripple effects of the Food & Drug Administration's recently lifted nationwide blanket advisory against eating spinach. Even Popeye and Olive Oil stepped out on the town at Fresh Summit (on behalf of River Ranch Fresh Foods), sending a hopeful message to the industry that good times are back.
As of 3 p.m. PST on Monday, Oct. 23, attendance stood at 18,605. PMA President Bryan Silbermann said that the number was "a couple thousand more than expected," and that the final tally would grow by a few hundred more. Those produce and floral professionals came from more than 50 countries.
Mr. Silbermann said that he was impressed by the level of energy of attendees and positive vibes running through the convention center. "I feel so proud to represent this industry," Mr. Silbermann said.
As for the overhang of Mexico having temporarily barred California-grown lettuce, Mr. Silbermann said Fresh Summit plays a role in mending fences. "This is a global marketplace," Mr. Silbermann said, adding that Fresh Summit was a manifestation of that marketplace.
Planning for this year's show -- at least in terms of deciding on a location -- began 10 years ago, Mr. Silbermann said. At least half of PMA's staff works on the annual show year-round, he said. PMA budget for FY 2007 will be a record $15 million, he said.
At next year's conference in Houston, the exhibition floor will be open on Saturday, Sunday and Monday, compared with this year's Sunday, Monday and Tuesday floor show hours.
"The less time out of the office, the better," Mr. Silbermann said, referring to show attendees who'll appreciate spending one fewer weekday at the show. Next year's show will offer more hours in the opening reception and there will be one fewer general session.
Fresh Summit is a trade show, education program and networking opportunity. In an effort to give attendees the best bang for their buck, PMA doesn't "run education components up against the trade show," Mr. Silbermann said.
Exhibitors appeared pleased by the level of foot traffic by their booths. The first day the exhibit floor is open tends to draw the most traffic.
Troy Boutonnet of Castroville, CA-based Ocean Mist Farms said that the Sunday traffic was up. "San Diego is an awesome place to have a show," he said. "It makes it easier for us West Coast shippers. It's a really good opportunity to educate on the big picture."
Though Ocean Mist was not implicated in any fashion in the recent E. coli outbreak in spinach, as a spinach grower its business has been hurt. Mr. Boutonnet said that the leading topic of discussion with buyers is spinach, adding that some buyers don't want to buy California spinach.
Bruce Knobeloch of Salinas, CA-based River Ranch Fresh Foods said that foot traffic on Sunday was "great, with good interaction. Everyone's interested in getting the industry back to normal," he said.
Cindy Jewell of Watsonville, CA-based California Giant called San Diego "a great location."
Doug Ranno of Salinas, CA-based Colorful Harvest LLC said that on Sunday, merchandisers and buyers were walking together on the showroom floor so decisions could be made."This city is great for a trade show," he said. "It creates a wonderful environment."
Kevin Allen of Parlier, CA-based Maxco said that San Diego was very accommodating for the show and that it's "terrific" the way PMA plans well in advance for the show.
Darren Kolinsky of Los Angeles-based Tavilla Sales Co. just started with the company several weeks ago as its new director of sales and marketing. Prior to that he had owned his own candy company. He's been attending trade shows since he was a kid. Still, he wasn't prepared for what the size and breadth of Fresh Summit.
"I was amazed at the size of the show," Mr. Kalinksy said. "I love the open aisles, the colors. There's so much more detail given to these booths."
Mark Sherburne of Lakeville-Middleboro, MA-based Ocean Spray said that Fresh Summit rates high marks for "ease of being able to set up" as well as excellent proximity from the convention center to hotels and restaurants. Margaret D'Arrigo of Salinas, CA-based D'Arrigo Bros. of California said Oct. 23 that D'Arrigo's booth was getting great foot traffic" and that Sunday "was super busy."
Dave Eldredge of Salinas, CA-based NewStar said that Sunday traffic by NewStar's booth was good. "We love San Diego," he said.
