October 30, 2019

Changes on horizon for United Fresh in 2020

Building off the successful new events introduced this past June at United Fresh 2019 Convention & Expo, United Fresh Produce Association is doubling down in 2020 as it prepares to begin a new decade of growing consumption of fresh fruits and vegetables.

Up first: FreshStart Conference

Jump-starting 2020, the United Fresh Start Foundation’s FreshStart Conference will take place at the Loews Ventana Canyon Resort in Tucson, Arizona, Jan. 14-16. The fresh produce industry will begin the new year working toward a common resolution: to grow their business in a way that does good. Businesses looking to reach new audiences will discover opportunities to serve the next generation of consumers and their families through a half day of education, the popular Bids for Kids silent and live auction, the annual gala dinner celebrating United Fresh’s Lifetime Achievement Award honoree and the Growing Up Fresh Golf Tournament, all in the name of growing business, increasing consumption of fresh produce and ensuring access for kids and their families.

Mix up your marketing at BrandStorm

After a fruitful four-year run in San Francisco, BrandStorm 2020, Feb. 10-12, is heading to Austin, Texas, where produce marketers of all levels and talents will come together under one cloud, for three days of inspiring general sessions, peer-to-peer discussions, focused break-out education and endless networking.

“BrandStorm is one of my favorite industry events, as the caliber of the networking, unique speakers and sessions is second to none,” said Kim St George, vice president of business development, Renaissance Food Group, and vice-chairman of the United Fresh Produce Marketing & Merchandising Council. “The move to Austin creates an exciting buzz, as the event will draw a great variety of attendees and speakers, continuing to make it a can’t-miss event for marketing professionals.”

A project of the United Fresh Produce Marketing & Merchandising Council, BrandStorm is the one-stop shop for the trends and drivers that are moving produce brand relationships into uncharted territory.

RELATED: United Fresh 2019 includes info on blockchain, traceability, facility design

Keep pace with the industry

The winds of change swept through Chicago this past June, capping a productive six years in the host city of the annual United Fresh Convention & Expo. The time has come to broaden opportunities across the industry, as United Fresh takes the show on the road. In 2020, that road leads to San Diego, California, June 16-19, marking the first stop in a new four-year city cycle for the trade show.

“Our team is already planning our experience for 2020, including the industry contacts we hope to meet at the show and the events we’ll be sure to attend,” said Paul Kneeland, executive director, fresh operations, for Gelson’s Markets, and United Fresh 2020 Convention Committee co-chair. “If United Fresh brings the same high level of education, networking and energy to San Diego as they did at the 2019 show, it will be another big win for the industry.”

Continuing on their success, the following will once again take place in San Diego in 2020: one-on-one networking meetings in the Partner X-Change, a late-night party at the House of Blues San Diego, the EATS food court on the trade show floor, the annual Innovation Awards, the FutureTEC Zone, International Trade Center, Marketing Solutions Zone and more.

More information on United Fresh’s 2020 events is available at www.unitedfresh.org.

— By Ben Massoud, manager of communications, United Fresh Produce Association

Top photo — The Melissa’s Produce booth at the 2019 United Fresh Convention & Expo in Chicago. Photo: Produce Processing