( Image courtesy Western Association of Food Chains 99th expo promotional video )

The Western Association of Food Chains is launching Fresh Focus Exchange at its convention to provide more opportunities for business development and gain greater participation of perishable food suppliers.

Executives of more than 20 retailers and wholesalers plan to host tables for 10-minute appointments May 4 and 5 at the convention at the JW Marriott Desert Springs Resort in Palm Desert, Calif. 

Suppliers attending the conference can request to meet with specific retailers and wholesalers through an online supplier form until March 20.

“It is our hope that this activity will provide value and generate incremental business for those companies driving growth in the fresh arena of the food industry,” Sarah Wehling, association president and chairwoman and vice president of fresh of Costco Wholesale, said in the release.

Also, company representatives are encouraged to donate products to be used in the meals during the conference. To donate or to see more information, go to: www.illuminators.org. Visit www.wafc.com/convention to learn more about the convention as a whole.

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