With its first-ever virtual edition right around the corner, change is the operative word for the Produce Marketing Association’s 2020 Fresh Summit.
The co-chairs of the 2020 Fresh Summit think the change is bringing ample opportunity and plenty of content to dazzle attendees.
Because it is a virtual event and not constrained by travel budgets, Shawn Peery, co-chairman of the Fresh Summit Committee and vice president of produce and floral for Albertsons Cos., said Fresh Summit will give the opportunity for more staff to attend.
“Usually as a company, we will send one or two people from one division,” he said. “Now anybody can go.”
Peery said Albertsons has registered buyers, sales managers, assistant managers and procurement managers, adding up to three times the number of staff who would normally go to Fresh Summit.
“We can tie in some operations teams and even some produce managers,” he said. “We’re looking (at) it as an opportunity to add more people.”
Even without in-person connections, Angela Fraser, co-chairwoman of the Fresh Summit Committee and director of trade affairs for the California Avocado Commission, said the planners for the event were determined to still bring a “wow” factor.
“One of the things that we realized, once you get over the shock that (we’re) not going to get together, was to look at what can we do to make this special and still engaging,” she said.
“My hat is off to PMA for working with us as a committee to find those opportunities to find those special things that still allow us to connect. The program for getting more buyers (to participate) was really important and such a big way to provide value.”
The convention committee had its first meeting in February, and began the discussion about the show’s goals and objectives, and tried to picture what Fresh Summit would look like at the Dallas Convention Center.
That all changed in March as the pandemic took hold and focus began to shift to a digital event.
Through it all, the convention committee and the PMA staff were determined to provide value, she said.
Virtual benefits
Peery said the schedule of the virtual event will allow attendees to take in the sessions with flexibility, since they will be recorded and available online.
“Obviously, we want to be together first, and we want to come together as a family, but I look at all this as an opportunity,” Peery said.
Because more staff will be at the show, he said the digital agenda will provide time and opportunity to take in all the learning sessions.
At the show, buyers are invited to preview the Produce, Floral and Complementary Marketplaces from Sept. 8 to Oct. 1 and the Solutions Marketplace will be available to preview on Oct. 2-6.
Peery said that will allow buyers to help plan their appointments with vendors.
“I’m also really excited about seeing all the innovation,” he said.
Without travel in recent months, Fresh Summit will give buyers fresh visibility to all the innovation happening in the industry.
Fraser said an added bonus for the buyers is that they can walk the virtual show without having to worry about being snatched into another booth or button-holed by someone lurking in the aisle.
During the preview, buyers will have private time to spend as little or as much time as they want with vendors.
For exhibitors, Fraser said PMA has done a good job in providing assets that show how make the virtual booth full-featured.
“In terms of the process, it’s been easy,” she said.
Exhibitors can add a vast variety of content, including linking to multiple videos.
“I like that we can add content also throughout the show, so we’re able to showcase whatever we want to showcase at any given time.”
Connection
While there won’t be physical embraces, Fraser said Fresh Summit will offer ways to make personal connections and make real the spirit of the family reunion that the event always brings to the industry.
One of the features of the platform is that during the sessions attendees will be able to connect virtually, she said.
“If I see that you’re logged into the session, I’ll be able to comment to you and you’ll be able to comment back so we’ll still be able to have some of that interaction. So at least we still get to have those types of interactions even though I can’t grab your hand and say, ‘Oh my God, did you hear him?’ You still get to have that excitement (digitally).”
Peery said the platform is easy to use and user-friendly, allowing 24 hours per day access.
“The platform looks interactive and all the feedback I’ve gotten from everybody is that it is very easy to use, which is key because not everyone’s computer savvy, including myself,” he said.
Fraser said the platform should help attendees feel more at ease with the virtual experience. Everything attendees put on their Fresh Summit registration, in addition to all the viewing choices attendees make on the platform, is taken into account and the user is guided to “next” steps.
Fraser said the flexible schedule will be a reality during the show and also after it ends.
“Even after the show is over you can go back and look at content,” she said.
Exhibitors will get extensive data and information about who came by their digital booths.
The platform will give access to participants until Nov. 17, and the whole world of content will be available.
In the past, depending on a company’s budget, not everyone was able to see all the sessions. That has changed with the virtual Fresh Summit.
“There really isn’t an excuse anymore for missing content,” Fraser said.
“Owners of companies and managers don’t have to worry about the guys staying out too late.”
Giving back
Fraser, a 20-year veteran of the California Avocado Commission, said she has enjoyed serving as a convention co-chair.
“I believe that I am blessed to work in an industry that provides something to help people be healthy,” she said.
“We all love what we do with a passion, but we really want people to be better as a result of having our products. I love working with all of the members of the team and sitting in those meetings and hearing the different perspectives from the various levels of supply chain. I’m excited to see what’s going to happen.”
Peery agreed, and said one reason he has volunteered with PMA is to join the effort to attract new talent to the industry.
Produce offers the opportunity to give people health, and that’s incredible, he said.
“You can do that with our industry; it is a great industry and a great career.”
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