Organizing smaller regional events instead

United Fresh cancels in-person trade show

With California’s limitation on conventions and expos of our size, United Fresh and the Fresh Produce & Floral Council announce the cancellation of the combined convention and expo June 24-26. Exhibitors will receive a full refund.

"We are very disappointed we are not able to hold this year's 2021 EXPO. Thank you to the United Fresh staff and FPFC members involved in planning this event. Although we are unable to have this year's Expo we are planning an exciting 2021 calendar for the rest of the year," said Don Gann, FPFC’s executive director.

“We’re very disappointed California requirements will not allow us to host our trade show. We looked forward to partnering with the Fresh Produce and Floral Council, and appreciate their work in building what might have been our largest show ever,” said Michael Muzyk, United Fresh chairman and president of Baldor Specialty Foods, Inc. “But we’re reinventing the member experience to connect in new ways.”

United Fresh is launching Reimagine Connections, a new program bringing members together in-person at smaller regional events delivering:

  • Events where members can gather and build relationships;
  • An online education and networking portfolio; and,
  • An opportunity for companies to host Innovation Spotlight Broadcasts.

As local conditions permit, United Fresh will host safe education and networking events in several cities this summer. “Members are anxious to see each other, so we’re bringing that opportunity to them,” said Tom Stenzel, United Fresh president & CEO. Dates and locations are forthcoming.

Online education/networking
Registration opens May 1 for a series of online education and networking sessions that complement the in-person events. These sessions take a deep dive into five tracks, including:

  • Produce 101 – Orientation to the Fresh Produce Supply Chain
  • Key Issues in Produce Safety
  • BrandStorm™ Continued – Marketing as Key to Increasing Sales
  • Overcoming Supply Chain Challenges to Profitability
  • Top-to-Top Retail-Foodservice Dialogues for Success

Each track will have a minimum of five one-hour sessions. Registration will be available for each track for $400. Access to all five tracks is $1,500. Companies can receive three full packages for members of their team for $4,000. And for those companies who want to make this a total team event, a $10,000 package allows unlimited staff access.

Innovation spotlight broadcasts
“We know everyone is tired of virtual expos, where “exhibitors” have to wait patiently for someone to visit their “booth,” said John Toner, United Fresh’s vice-president of convention & industry collaboration. Instead, Innovation Spotlight Broadcasts allows companies to connect personally with buyers who want to see new produce items, what’s new in packaging and more. A limited number of Innovation Spotlight Broadcasts will be available for $4,000 for a 45-minute session.

For more information:
Mary Coppola
United Fresh Produce Association
Tel: +1 (202) 303-3425 

Fresh Produce & Floral Council
Tel: +1 (714) 739-0177 

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