The United Fresh Produce Association is accepting early registration for its conference and expo that features a new post-show conference.

Early registration opens for 2013 United FreshThe Washington, D.C.-based association opened early registration for United Fresh 2013, May 14-16 in San Diego.

This year’s “Discover Fresh Horizons” theme highlights opportunities for fresh produce education, innovation and sales growth in one of the world’s most beautiful convention destinations, according to a news release.

The show includes a keynote address from the chief executive officer of Austin, Texas-based Whole Foods Market Inc. and a day-long post-show marketing and merchandising event that plans to show produce marketers how they can better serve today’s sophisticated, connected and changing consumer, according to the release.

Early registration opens for 2013 United FreshDuring the May 15 opening general session breakfast, Whole Foods co-chief executive officer Walter Robb is scheduled to discuss how the industry and retailers can satisfy consumer expectations.