The show outside the show (must go on)

Something influential is happening alongside the Global Produce & Floral Show in late October. OK, it’s at the Rosen Plaza Hotel, a mere 5-minute walk from the big International Fresh Produce Association show at Hyatt Regency Orlando.

It’s the 2022 Retail & Foodservice Immersion Event, hosted by Produce For Better Health Foundation, which will draw about 25 influencers.

Just in case you aren’t aware, or you could benefit from a refresher, let’s explain: Influencers are those people who have thousands, sometimes millions, of followers on social media, like TikTok or Instagram, and companies pay them to transparently endorse products because their followers trust and act on their posts more than they do for traditional advertisements.

But for the PBH event, we’re not talking just any influencers. These are retail dietitians, foodservice leaders and culinarians.

These attendees are the ones “inspiring consumer cravings and influencing consumption behaviors at the point-of-sale (retail) and the point-of-flavor (foodservice),” according to PBH. The idea is to immerse them into the world of produce so they can better influence consumers.

And this event is not a result of the recently announced merger of PBH Foundation and IFPA’s Foundation for Fresh Produce, said Katie Calligaro, PBH marketing and communications director. It’s been going on for more than 10 years. Earlier on though, PBH hosted retail dietitians at an event alongside the Produce Marketing Association’s Fresh Summit, often called PMA.

While the bulk of the IFPA show is Oct. 27-29, this PBH show is a separate event that begins Oct. 26.

“We have education sessions and a special welcome reception that evening,” Calligaro said. “From there, we integrate the attendees with IFPA’s agenda, taking the 25 influencers to the Global Show sessions and keynotes, as well as immerse them on the trade show floor on Friday and Saturday, including scheduled booth visits with special PBH event sponsors.”

The Oct. 26 portion of the event is 2-8:30 p.m. and includes sessions such as:

• The Business of Boosting Fruit & Vegetable Consumption;
• Turning Research into Action at the Point-of-Purchase;
• Turning Walnut Hacks into Habits at Home, in Store, and in Foodservice;
• A Joyfully Grown Apple Pairing Experience; and
• The Have A Plant Party for Produce.

Meanwhile, the hosting organizations of these two shows are transitioning their nonprofit foundations to become one entity with one, larger, board of directors.

The goals of the PBH Foundation and the IFPA Foundation are so in sync, that it makes sense to join forces to scale the reach and impact, PBH leaders say.

“It is with great excitement that beginning January 1, 2023, we will combine our resources to elevate consumption of fruits and vegetables to a national — and perhaps global — priority,” Calligaro said. “However, this does not impact current or future PBH events.”

To learn more: PBH created a Frequently Asked Questions page about the merger.