PLEASANTON, CA -- The Fresh Produce & Floral Council held its first-ever Northern California Expo March 6, here, at the Alameda Fair Grounds.

FPFC President Linda Stine said that the expo was developed by the council's Northern California committee and was a natural progression of the expansion that the FPFC began several years ago.

Since 2002, the council has been holding regular events in Northern California, including two membership luncheon meetings per year as well as an annual golf tournament and produce tour.

"We get great participation from both the major and independent chains and the many specialty supermarkets and foodservice operators that are in Northern California," said Ms. Stine. "So it seemed very natural to add an expo."

She added that the FPFC pioneered the regional produce and floral expo concept more than 20 years ago, noting that the Southern California version is the oldest regional produce show in the country.

For this Northern California Expo, Ms. Stine said that 39 separate supermarket or foodservice chains pre-registered. "And almost all of them signed up their senior-level people. We are very proud of the quality of the attendees that we have attracted for this first effort."

For this 2007 show, which featured 125 booths, the FPFC executive said that the Northern California committee confined the event to an expo only. Next year, she said that the show would be expanded to include at least one general session and probably some seminars.

"We just wanted to get our feet wet this year and are very happy by the participation from the supplier community and the quality of the attendees," Ms. Stine said.

Rick Orr of Orr Food Co., Greg Corrigan of Raley's Supermarkets and Rick Smith of Save Mart Supermarkets served as co-chairmen of this event.

Wearing his retailer hat, Mr. Corrigan said that it was an "excellent show that gives my district supervisors and some produce managers a great opportunity to see some new products and interact with suppliers."

Raley's top produce executive said that each of his 10 district supervisors attended the show and each one brought one to three produce managers. "We have a good group here," he said.

After the show, Mr. Corrigan said that he would meet with the supervisors and discuss the show and the various suppliers that each of his supervisors was able to visit. "It is great to look at what these companies have to offer with some fresh sets of eyes."

The current FPFC chairman of the board, Raul Gallegos of Bristol Farms, said that regional expos are a "great opportunity to look at the new and innovative items that are in the marketplace."

Bristol Farms has only one store in Northern California, but Mr. Gallegos said that the Southern California show is mandatory for his produce personnel in each store.

"These shows are a great opportunity for the foot soldiers to take a look at our suppliers and give us feedback," said Mr. Gallegos. "These are the people that are closest to the customer and can really tell you what's going on. We look at this as a fantastic opportunity for our produce departments."

Ms. Stine said that a date has not been picked for next year's show, but the response to the 2007 Northern California Expo has been so positive that it will surely become an annual event.

"This has the potential to be even bigger than our Southern California show because there are more major and independent retailers and foodservice operators up here."

(Additional photos from the event appear in the March 12 issue of The Produce News.)