PMA adds to already-growing Foodservice Conference agenda
PMA adds to already-growing Foodservice Conference agenda
Putting together an annual event such as the Produce Marketing Association's Foodservice Conference in Monterey, CA, is akin to putting on a Super Bowl halftime show: Each successive show must attempt to outdo the previous one.
Unlike the Super Bowl, PMA's plans did not call for a provocative clothing mishap a la Janet Jackson. Still, more of what draws people to the show was planned for this year, said Lorna Christie, senior vice president of PMA.
"Last year was one of our more successful in years," Ms. Christie said. This year's plans called for more booths and more operators. PMA is "gradually adding more buyers to the conference, she said.
PMA's Foodservice Conference is "the only show for foodservice focused totally on produce, Ms. Christie said. PMA touts the show as "the place for chefs, menu planners, restaurant operators, distributors and foodservice suppliers to see and sample new products and services, learn about consumer trends and tastes, and network with industry peers.
This year's opening general session was to include Chief Master Sergeant William Garner of the United States Air Force on a panel discussing what it takes to get more produce on the menu. Also scheduled for the panel were Mark Erickson of the Culinary Institute of America, Mark Lepine of McDonald's and Joe Murphy of Fresh Horizons Procurement. Following the opening general session, the "Dynamic Duo Chef Demos was scheduled, featuring local fine-dining and casual dining chefs creating dishes using new and innovative combinations of fresh produce.
Foodservice Workshops on Wheels field tours are slated for Monday, July 25, which teams chefs from upscale Monterey-area restaurants with their counterparts from other foodservice segments for the visits to local grower sites.
July 25 also features a professional development master class and breakout sessions with a focus on growing a business, and a Culinary Arts Salon and strolling lunch hosted by coordinating Chef Giacomo Stolz and the "Dynamic Duo chefs Wendie Brodie, Steven Alton King and Robert Mancusco. The Culinary Arts Salon showcases new and innovative approaches to the use of fresh fruits and vegetables. The Monterey area chefs will incorporate what they have discovered on the "Workshops on Wheels field tours into presentations that push produce to the center of the plate. Their counterparts from other foodservice segments then show how these dishes can be translated into a variety of casual menu presentations.
Concurrent workshops also are on tap for July 25. One workshop is on guerilla marketing, hosted by Orvel Ray Wilson, certified speaking professional and co-author of five books in the Guerilla Marketing series. The other workshop is on food safety and emergency planning. Kathy Means, PMA's vice president of government regulations, will conduct that workshop.
She will discuss crisis planning regarding companie' reactions when an emergency hits; companies preparing for potential emergencies; how employees react when a crisis hits; and emergency communications plans for companies.
The show also will have its third-annual Best of Show Expo contest, which earns the winner first choice of booth space for the 2006 Foodservice Produce Expo, as well as a Best of Show award.
Last year's lobby showcase display of new products was well received, Ms. Christie said. The show lends itself well to companies introducing or showcasing new products. Last year's show included California Giant's "Just Strawberries drink, River Ranch's seven varieties of "Popeye Snacks! line for foodservice, Epic Roots' three-pound bulk pack of loose-leaf m?che and Pacific AgPak's two-compartment clamshell.
This year, Salinas, CA-based Coastline Produce -- a year-round supplier of more than 25 fresh vegetable commodities -- was slated to have a packaging technician on hand to talk about the company's iceless broccoli system.
"Foodservice has great appeal, Ms. Christie said. Consider how many retailers add meals on the go.
The show has been held in Monterey for over 25 years. "Buyers love to come because of the show's proximity to the Salinas Valley, Ms. Christie said. In addition to maintaining the annual show in Monterey, PMA is exploring opportunities to take the show regional. Any regions where produce is grown -- such as on the East Coast and in the Midwest -- hold promise, she said. But any additional locations would not be added until "2006 at the earliest, she added.
The location of a show can be at your desktop with webinars and audioconferencing, both of which PMA utilizes, Ms. Christie said. Surveys of PMA members conducted every two years have indicated that members want to see online content from PMA, she said. At the Foodservice Conference, PMA will release a crisis-management manual focused on food safety and targeted to operators and suppliers. The manual will focus on how to prepare for a crisis and how to minimize the likelihood of a crisis happening. Companies can order the 32-page pdf file attachment from PMA.
Unlike the Super Bowl, PMA's plans did not call for a provocative clothing mishap a la Janet Jackson. Still, more of what draws people to the show was planned for this year, said Lorna Christie, senior vice president of PMA.
"Last year was one of our more successful in years," Ms. Christie said. This year's plans called for more booths and more operators. PMA is "gradually adding more buyers to the conference, she said.
PMA's Foodservice Conference is "the only show for foodservice focused totally on produce, Ms. Christie said. PMA touts the show as "the place for chefs, menu planners, restaurant operators, distributors and foodservice suppliers to see and sample new products and services, learn about consumer trends and tastes, and network with industry peers.
This year's opening general session was to include Chief Master Sergeant William Garner of the United States Air Force on a panel discussing what it takes to get more produce on the menu. Also scheduled for the panel were Mark Erickson of the Culinary Institute of America, Mark Lepine of McDonald's and Joe Murphy of Fresh Horizons Procurement. Following the opening general session, the "Dynamic Duo Chef Demos was scheduled, featuring local fine-dining and casual dining chefs creating dishes using new and innovative combinations of fresh produce.
Foodservice Workshops on Wheels field tours are slated for Monday, July 25, which teams chefs from upscale Monterey-area restaurants with their counterparts from other foodservice segments for the visits to local grower sites.
July 25 also features a professional development master class and breakout sessions with a focus on growing a business, and a Culinary Arts Salon and strolling lunch hosted by coordinating Chef Giacomo Stolz and the "Dynamic Duo chefs Wendie Brodie, Steven Alton King and Robert Mancusco. The Culinary Arts Salon showcases new and innovative approaches to the use of fresh fruits and vegetables. The Monterey area chefs will incorporate what they have discovered on the "Workshops on Wheels field tours into presentations that push produce to the center of the plate. Their counterparts from other foodservice segments then show how these dishes can be translated into a variety of casual menu presentations.
Concurrent workshops also are on tap for July 25. One workshop is on guerilla marketing, hosted by Orvel Ray Wilson, certified speaking professional and co-author of five books in the Guerilla Marketing series. The other workshop is on food safety and emergency planning. Kathy Means, PMA's vice president of government regulations, will conduct that workshop.
She will discuss crisis planning regarding companie' reactions when an emergency hits; companies preparing for potential emergencies; how employees react when a crisis hits; and emergency communications plans for companies.
The show also will have its third-annual Best of Show Expo contest, which earns the winner first choice of booth space for the 2006 Foodservice Produce Expo, as well as a Best of Show award.
Last year's lobby showcase display of new products was well received, Ms. Christie said. The show lends itself well to companies introducing or showcasing new products. Last year's show included California Giant's "Just Strawberries drink, River Ranch's seven varieties of "Popeye Snacks! line for foodservice, Epic Roots' three-pound bulk pack of loose-leaf m?che and Pacific AgPak's two-compartment clamshell.
This year, Salinas, CA-based Coastline Produce -- a year-round supplier of more than 25 fresh vegetable commodities -- was slated to have a packaging technician on hand to talk about the company's iceless broccoli system.
"Foodservice has great appeal, Ms. Christie said. Consider how many retailers add meals on the go.
The show has been held in Monterey for over 25 years. "Buyers love to come because of the show's proximity to the Salinas Valley, Ms. Christie said. In addition to maintaining the annual show in Monterey, PMA is exploring opportunities to take the show regional. Any regions where produce is grown -- such as on the East Coast and in the Midwest -- hold promise, she said. But any additional locations would not be added until "2006 at the earliest, she added.
The location of a show can be at your desktop with webinars and audioconferencing, both of which PMA utilizes, Ms. Christie said. Surveys of PMA members conducted every two years have indicated that members want to see online content from PMA, she said. At the Foodservice Conference, PMA will release a crisis-management manual focused on food safety and targeted to operators and suppliers. The manual will focus on how to prepare for a crisis and how to minimize the likelihood of a crisis happening. Companies can order the 32-page pdf file attachment from PMA.
