Today marks the kick off of the first virtual tradeshow for fresh produce. One of the companies exhibiting at United Fresh LIVE! is Mucci Farms. “We have been big supporters of United Fresh for many years, so this year was no different even with a new format,” says Emily Murracas, Director of Marketing with Mucci Farms. “Our team works on a considerable number of tradeshows throughout the year and we have a general planning process, so this was an exciting change of pace as we tackled a new challenge,” she commented.
Creating a user-friendly experience
The challenge mainly relates to the preparation stage that was quite different this time around. “We are trying to recreate a live trade show into a digital space,” Murracas shared. “It’s one thing to make sure all the information is accessible, it’s another thing to make sure it’s easy to access, so we’ve really focused on creating a user-friendly experience.” Getting the team comfortable with a new setting and the nuances of communicating through online chat rooms has been part of the planning as well. “Produce is a relationship business and much of our relationships are built in person, so we think this will be an interesting learning curve for exhibitors as well as retailers. We are all getting used to a new way of meeting and building rapport,” she said.
Since it is the first time a show has ever been presented virtually, the Mucci team is heading in without any expectations. However, the company is certainly hopeful that the digital setting creates more traffic, and especially more unique traffic from retailers that may not regularly attend trade shows. The added benefit of registration being free is a bonus that will hopefully result in increased attendance.
Featuring Zukies Mini Zucchini’s
Although show attendees won’t be able to taste new products this time around, Mucci Farms is including lots of multimedia content to give attendees an up close look at the additions to their family of products. “We will be featuring six items this year, leading with our newest product, Zukies Mini Zucchini’s,” said Murracas. It’s an Italian variety that is smaller in size than a traditional zucchini but has one very special feature: it can be eaten raw! Other products on display will be Zingers’ Shishito Peppers, Teeny Tiny Smuccies™, Organic Cucumbers and a trade show favourite, CuteCumber™ Poppers.
On the packaging side, the company is very excited about Paper Top Seal, the 2020 CPMA Award Winner for Packaging Innovation. “We’ve converted an already sustainable top seal package, to a fully 100 percent recyclable pack by replacing the plastic lidding film with a recyclable paper version. Interest has rapidly grown since CPMA, and we’re looking forward to continuing that momentum at United Fresh Live.”
Visit Mucci Farms’ booth online between June 15 and June 18.