United Fresh cancels June show, plans for several regional events instead
In response to California’s continuing restrictions on event size, the United Fresh Produce Association plans to replace one large trade show with several smaller ones this summer.
“While we’re disappointed that we can’t have thousands of people at our trade show this June, we can still connect our industry to learn together, to build relationships with our colleagues, and to grow our businesses through new products and innovations,” United Fresh president and CEO Tom Stenzel said in a news release. “That’s an essential job of a trade association, and we’re excited to bring these new opportunities to our members.”
A schedule of dates and locations for the new regional events will be released later.
Also this summer, United will host a series of online education and networking sessions in the following tracks:
- 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
United has dubbed the in-person regional events and the online programming Reimagine Connections.
“We’re very disappointed California requirements will not allow us to host our trade show in Los Angeles this June,” Michael Muzyk, chairman of United Fresh and president of Baldor Specialty Foods, said in the release. “We had looked forward to partnering this year with the Fresh Produce and Floral Council and appreciate their collaboration and hard work in building what might have been our largest show ever.
“But once again United Fresh is re-inventing the member experience to connect in new ways,” Muzyk said. “Combining a new portfolio of top education, networking and innovation sessions with a series of in-person regional events allows us to reimagine connections across our industry.”
Education
Each education track will include at least five one-hour sessions, according to the release. Registration for individual tracks is $400, while access to all five tracks is available for $1,500. Additional rate discounts are available when companies purchase full packages for three or more team members.
Exposure
In lieu of the virtual booths that have been a feature of the online trade show circuit over the past year, United Fresh will be offering companies promotion opportunities called Innovation Spotlight Broadcasts.
“We know that everyone is tired of virtual expos, where ‘exhibitors’ have to wait patiently for someone to visit their ‘booth,’” John Toner, vice president of convention and industry collaboration, said in the release. “But we also know that new product development and innovation are the lifeline to the future, and buyers want to see what’s new! So we’re offering companies the opportunity to host their own live, interactive presentations online.”
Companies can host those 45-minute presentations at a cost of $4,000.
