Discovering Fresh Horizons at United Fresh 2013 Show
May 17, 2013
Fresh fruit and vegetables, stunning displays and samples and education on best practices and social responsibility within the produce industry – that was the recipe for the 2013 United Fresh show, which attracted more than 5,000 attendees, from 4,200 in 2012, and 275-plus exhibitors, a 10-percent uptick from last year, to 65,000 square feet of exhibit space.
This year’s show, with the theme “Discover Fresh Horizons”, was held May 14-16 at the San Diego Convention Center.
The United Fresh Produce Association's three-day event started with a keynote speech by Walter Robb, Whole Foods co-CEO, discussing the development of relationships with growers and suppliers through the retailer’s core values. And this theme was apparent on the showfloor – what is the relationship with growers and consumers to impact their lives, their livelihood and their health?
“The vision of this year’s show experience has been to really understand the consumer,” said John Toner V, vice president of Convention and Industry Relations at United Fresh. “The market demand is such that produce needs to be brought to the consumer so that it is fresher, better, faster and still economical. How can United Fresh enable conversation, education and engagement in this endeavor?"
Business suites on the showfloor reflected that focus, inviting the attendee in for a sampling of fantastic culinary creations of a variety of fruit and produce, all cooked on site. Moreover, the use of business suites and Learning Centers on the showfloor produced in-depth engagement and continued building of knowledge and business relationships.
“The business (suites) have made such an impact on how we engage with our customers,” said Elliott Grant, CMO of HarvestMark. “Exhibitors can still have a traditional booth set up and supplement with a dedicated space to conduct meetings and presentations, without having to leave the exhibit hall. The business (suites) also allowed us to have a structured set up of appointments with customers, showing the ROI of attending. Our business (suite) has been great and is something that makes a lot of sense for us.”
Long-time attendee Mark Sheparovich, divisional sales manager at Markem Imaje, said, “We went to a slightly smaller booth this year, as the shorter exhibit hours has us focusing on connecting with existing customers as well as attracting new leads. We were surprised at the shorter exhibit hall hours, and we will have to see how the condensed hours affect the attendee interactions we have.”
Attendees also remarked on the importance of the packaging and labeling of produce, something that continues to evolve and be addressed in the industry.
“As a first-time attendee and brand new to the produce industry, I am looking forward to going through both the Fresh Tech section, as well as the Fresh Marketplace area,” said Kerry Neujahr, business development manager at Vance. “It has been a great experience so far and very educational.”
Next year will showcase a joint trade show of Food Marketing Institute and United Fresh in Chicago, June 10–13, 2014.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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