United Fresh 2010 Offering Tailored Market Segment Programming

From sustainability and farm labor issues to the latest retail trends and insight from award-winning chefs, United Fresh 2010, slated for April 20 through April 23 in Las Vegas, will feature education for each segment of the fresh and fresh-cut produce industry.

Based on the United Fresh Produce Association’s four Market Segment Boards, the education programming at the trade group’s upcoming convention and expo will focus on issues relating to the grower-shipper, wholesaler-distributor, fresh-cut processor and retail-foodservice aspects of the produce business. Within each market segment, United Fresh 2010 will feature individual Learning Centers on the trade show floor, as well as a breakout Super Session for segment members.

“To deliver real value for our convention attendees, we must deliver programming to meet the unique needs of each part of the supply chain,” said United Fresh president and CEO Tom Stenzel. “It’s been so rewarding to work with our volunteer leadership to develop educational programs that target critical priorities and opportunities within each segment. The Learning Centers and Super Sessions are a great way each attendee to experience a show that has truly been customized for his or her own business.”

The tailored programming is a key part of United Fresh 2010’s theme of “Winning Is Everything.” United Fresh 2010 looks to highlight the skills, products and technologies needed to build and maintain a successful, winning produce business, focusing on specialized programming for all segments of the fresh and fresh-cut produce industry.

Programming for each segment includes:


“The Changing Nature of Today’s Workforce” Super Session will explore the dynamics facing industry employers, including what steps wholesalers can take to ensure they recruit the best team. Attendees will hear insights and best practices from management experts and top employers from the wholesale-distribution sector.

Among the Wholesaler-Distributor Learning Center topics are “Can Wholesalers & Distributors Profit from Regional Food Systems?” “PACA & Produce Inspection — An Update from the USDA,” “Wholesale Facility Design to Save Energy and Costs” and “Nutrition Programs to Drive Wholesaler-Distributor Profits.”


In the “Building Value in the Retail/Foodservice Partnership” Super Session, the group will look at creating opportunities with retailers and foodservice outlets, including ways for growers and shippers to foster long-term relationships with buyers that go beyond just price and supply. Also at the session, retail leaders from a variety of store formats and foodservice chains will share expectations and examples of how to enhance every deal for benefit buyers and sellers.

Learning Centers for the segment will include “Making Sense of On-Farm Sustainability,” “Building More Effective Retail Relationships,” “Managing Labor Issues Through Good Times and Crisis” and “Know Your Farmer: Telling Your Story Even When You’re Not Local.”

Fresh-Cut Processor

The two-part Fresh-Cut Super Session starts with “Understanding Consumer Perspectives of Fresh-Cut,” where attendees will be among the first to hear new research findings of United’s Issues Scan 2010 report, as well as insight from United’s Image of Fresh-Cut Working Group. Attendees will also learn about fresh-cut marketing campaigns from Europe’s industry leaders and discover how they influence consumers in the U.K./EU fresh-cut market. In the second part, “Taking Advantage of New Product Trends and Business Channels in Fresh-Cut,” attendees will learn about fresh-cut advances in quick-service restaurants and vending machines, and how processors can profit from these trends.

Fresh-Cut Learning Centers will discuss “Understanding Testing Options in Fresh-Cut Operations,” “Telling the Positive Story of Fresh-Cut Produce,” “New Product Launches — Success Principles & In-Store Execution” and “Best Practices in Fresh-Cut Sustainability.”


The focus of the Super Session on “Shifting Consumer Trends at Retail & Foodservice” includes the economy’s effects on consumer shopping and consumption behavior. Attendees will come away with insights about today’s changing consumer dynamics and their impact on where consumers will spend their food dollars in the future.

Learning Centers for the segment will include “Excellence in Foodservice — A Produce Roundtable Discussion with Award Winning Chefs,” “Consumer Trends, Price Deflation & the Impact at Retail,” “The Future of Locally Grown — Retail Roundtable Discussion” and “Regulatory Pressures on Restaurants and the Impact on Produce.”

A full schedule of Learning Centers and Super Sessions, as well as registration options and general show information can be found at www.unitedfresh2010.org.
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