United Fresh: Co-locating meeting is scoring big returns
United Fresh: Co-locating meeting is scoring big returns
Locating the Fresh Tech and Fresh Marketplace expos together in Las Vegas is already paying off as the United Fresh Las Vegas 2008 show is anticipating record attendance in part due to the success of representing the entire supply chain under one roof, according to the group.
United Fresh Las Vegas 2008 is the first show to merge the two expos, allowing attendees to talk with packaging machine suppliers and with marketers of value-added and organic produce. The new focus is a result of the merger between United and the International Fresh-cut Produce Association.
"We had separate technology and produce marketing expos but when the two groups merged, they seem natural together," said Amy Philpott, vice president of marketing and industry relations for the United Fresh Produce Association. Conference organizers said that preliminary registration figures are higher than they've been in the last decade.
This year, the group also has 280 exhibitors signed up for the trade show - 30 more than exhibited at the two separate shows combined and 100 new exhibitors to United Fresh, said John Toner, director of convention sales and services for United Fresh. "That's phenomenal."
With this meeting, United Fresh is launching an emphasis on meal solutions and the foodservice sector with the new United Fresh Produce Excellence in Foodservice Awards, which honors chefs and companies that use fresh produce in the culinary arts, Ms. Philpott said. Awards will be made in the categories of fine dining, casual and family dining, quick services, business and industry, and hotels and healthcare.
The group is seeing more compatibility among different sectors of the industry, which is expected to continue in 2009 at the next Las Vegas show, Ms. Philpott said.
For the education component, food safety is a huge focus with the Food Safety & Research Pavilion at the Fresh Tech show, the May 7 Food Safety & Technical Seminar and a new poster session on the latest food-safety research. Holding the food-safety seminar on Wednesday allows small companies, which can't afford to lose five staff for a few days to send three in the beginning of the meeting and then two people to the technical workshop, said Mr. Toner.
Other sessions May 5-6 will focus on key issues facing the industry, including traceability initiatives, labor liabilities, transportation challenges with rising fuel costs, foodservice trends, and sustainability demands. Food Lion Chief Operating Officer Cathy Green will moderate a session on produce traceability, and Florida Tomato Exchange Vice President Reggie Brown will discuss commodity-specific food-safety solutions during the conference. Also, Food Marketing Institute Senior Vice President Deborah White will talk about preparing for the country-of-origin labeling program.
The conference will feature four how-to sessions on business matters, including one on how to recruit leaders to replace baby boomer managers on the cusp of retiring, said Mr. Toner.
Keynote speaker Steve Burd, chief executive officer of Safeway, will kick off the May 5 general session by delving into one of the bigger issues facing the produce industry: increasing health care costs and his company's solution to the crisis.
The next day, U.S. Agriculture Secretary Ed Schafer will discuss the yet-to-be finalized 2007 farm bill and hold a press conference immediately following the breakfast session.
During the same session, United Fresh CEO Tom Stenzel will present new consumer research on purchasing habits. Past research has looked at how taste affected consumer purchasing decisions, but this new study explored the impact of country-of-origin labeling, sustainability and other issues on food purchases, Ms. Philpott said.
Also on May 7, United Fresh is hosting food industry tours to Whole Foods, Smith's Food & Drug, Costco Wholesale, MGM Grand Hotel and Get Fresh Cos. One pleasant surprise for conference organizers has been the buzz about the first-ever bowling tournament sponsored by the United FreshPAC Advisory Committee.
Located at the famous Las Vegas Lucky Strike Lanes, the May 4 event is asking a $100 contribution to participate, which is less than the usual high- price events, but is already a hit with members, said Ms. Philpott. Some members have formed company teams and plan to wear their own team shirts, she added.
She said that United Fresh has had some success with FreshPAC events in the past, but the group is seeing the benefits of reaching out to a broader group at lower-priced events. The group is already exploring a similar style event for the Washington Public Policy Conference later this year.
United Fresh Las Vegas 2008 is the first show to merge the two expos, allowing attendees to talk with packaging machine suppliers and with marketers of value-added and organic produce. The new focus is a result of the merger between United and the International Fresh-cut Produce Association.
"We had separate technology and produce marketing expos but when the two groups merged, they seem natural together," said Amy Philpott, vice president of marketing and industry relations for the United Fresh Produce Association. Conference organizers said that preliminary registration figures are higher than they've been in the last decade.
This year, the group also has 280 exhibitors signed up for the trade show - 30 more than exhibited at the two separate shows combined and 100 new exhibitors to United Fresh, said John Toner, director of convention sales and services for United Fresh. "That's phenomenal."
With this meeting, United Fresh is launching an emphasis on meal solutions and the foodservice sector with the new United Fresh Produce Excellence in Foodservice Awards, which honors chefs and companies that use fresh produce in the culinary arts, Ms. Philpott said. Awards will be made in the categories of fine dining, casual and family dining, quick services, business and industry, and hotels and healthcare.
The group is seeing more compatibility among different sectors of the industry, which is expected to continue in 2009 at the next Las Vegas show, Ms. Philpott said.
For the education component, food safety is a huge focus with the Food Safety & Research Pavilion at the Fresh Tech show, the May 7 Food Safety & Technical Seminar and a new poster session on the latest food-safety research. Holding the food-safety seminar on Wednesday allows small companies, which can't afford to lose five staff for a few days to send three in the beginning of the meeting and then two people to the technical workshop, said Mr. Toner.
Other sessions May 5-6 will focus on key issues facing the industry, including traceability initiatives, labor liabilities, transportation challenges with rising fuel costs, foodservice trends, and sustainability demands. Food Lion Chief Operating Officer Cathy Green will moderate a session on produce traceability, and Florida Tomato Exchange Vice President Reggie Brown will discuss commodity-specific food-safety solutions during the conference. Also, Food Marketing Institute Senior Vice President Deborah White will talk about preparing for the country-of-origin labeling program.
The conference will feature four how-to sessions on business matters, including one on how to recruit leaders to replace baby boomer managers on the cusp of retiring, said Mr. Toner.
Keynote speaker Steve Burd, chief executive officer of Safeway, will kick off the May 5 general session by delving into one of the bigger issues facing the produce industry: increasing health care costs and his company's solution to the crisis.
The next day, U.S. Agriculture Secretary Ed Schafer will discuss the yet-to-be finalized 2007 farm bill and hold a press conference immediately following the breakfast session.
During the same session, United Fresh CEO Tom Stenzel will present new consumer research on purchasing habits. Past research has looked at how taste affected consumer purchasing decisions, but this new study explored the impact of country-of-origin labeling, sustainability and other issues on food purchases, Ms. Philpott said.
Also on May 7, United Fresh is hosting food industry tours to Whole Foods, Smith's Food & Drug, Costco Wholesale, MGM Grand Hotel and Get Fresh Cos. One pleasant surprise for conference organizers has been the buzz about the first-ever bowling tournament sponsored by the United FreshPAC Advisory Committee.
Located at the famous Las Vegas Lucky Strike Lanes, the May 4 event is asking a $100 contribution to participate, which is less than the usual high- price events, but is already a hit with members, said Ms. Philpott. Some members have formed company teams and plan to wear their own team shirts, she added.
She said that United Fresh has had some success with FreshPAC events in the past, but the group is seeing the benefits of reaching out to a broader group at lower-priced events. The group is already exploring a similar style event for the Washington Public Policy Conference later this year.
