The (Virtual) Show Must Go On!

The role of trade associations continues to evolve. Yet, the value proposition grows with each new innovative approach to serving the industry, as United Fresh taught us this summer hosting our supply chain’s first-ever virtual convention and trade show. The online gathering that attracted more than 7,500 users to the platform and more than 200 exhibitors from around the globe, continued to deliver valuable content throughout the summer. As we head into the fall, United Fresh is building on its promise to facilitate business opportunities year-round on a re-branded platform: United Fresh LIVE! 365.

LIVE! 365 serves as an online marketplace and directory where buyers seeking to source new products and solutions can discover hundreds of vendors. In addition to the 30-plus workshops and general sessions available on-demand from the summer, United Fresh LIVE! 365 will also continue to deliver more webinars, conference programming, and networking opportunities for the global produce industry.

“The United Fresh LIVE! 365 platform is a very convenient and easy way to find the industry suppliers, products, and resources I’m looking for,” said Rich Gonzales, Vice President, Global Produce Sourcing, Walmart, and Vice Chairman, United Fresh Retail-Foodservice Board. “I’m excited to continue utilizing the platform throughout the year as a valuable guide to discover even more resources and make new connections.”

This September, new features of LIVE! 365 will debut with the renowned United Fresh Washington Conference, scheduled for September 21–25. Advocating for the produce industry has never been easier, as attendees will “visit” Capitol Hill from the convenience of their desks during Congressional visits with the U.S. House of Representatives and U.S. Senate offices. In addition, keynote sessions, workshops, networking receptions, and volunteer leadership meetings will round out the week-long event.

“The United Fresh LIVE! 365 platform is a very convenient and easy way to find the industry suppliers, products, and resources I’m looking for.”

Rich Gonzales, Vice President, Global Produce Sourcing, Walmart, and Vice-Chairman, United Fresh Retail-Foodservice Board

And it wouldn’t be an election year without a party! Attendees will come together for an evening of good cheer and camaraderie as they vote to forecast November’s election results.

“The Washington Conference is absolutely the greatest tool our produce industry has at its disposal when talking about policy and regulatory change for the benefit of the entire supply chain,” said Bret Erickson, Senior Vice President of Business Affairs, J&D Produce, and Member, United Fresh Government Relations Council. “From seed to table, this annual conference is the singular platform that brings our entire industry together to speak up as one voice, to fight for changes that we all need for our businesses to stay sustainable for the long-term.”

On Thursday, United Fresh starts its virtual march on Capitol Hill with more than 70 meetings now scheduled. With the virtual element at play, anyone can still register at any point to take part in this critical collaborative work. So, get on board!

Kicking off 2021, United Fresh LIVE! 365 will welcome the industry onto the platform for two more signature events. Attendees will learn to grow their business in a way that does good by increasing access to fresh fruits and vegetables during United Fresh Start Foundation’s annual FreshStart Conference.

“The FreshStart Conference’s transition to a virtual event will attract even more new faces and perspectives across the supply chain to explore avenues of addressing one of our industry’s biggest challenges, which has been exacerbated by the unprecedented effects of the pandemic on communities and schools,” said Lisa McNeece, Vice President, Foodservice and Industrial Sales, Grimmway Enterprises, and Chair, United Fresh Start Foundation Board of Trustees. “This annual event is not only a great opportunity to begin the new year networking with peers who share a common, honorable goal, but it also is an excellent way to give back to our industry and our communities in this time of need.”

FreshStart Conference will be closely followed by BrandStorm™, the United Fresh Produce Marketing and Merchandising Council’s annual event where produce marketers of all levels explore brand marketing solutions.

“BrandStorm’s year-over-year track record of outstanding speakers and relevant content will transfer perfectly to a virtual platform. The LIVE! 365 format will make this valuable conference easily accessible to anyone who is interested in sharpening their marketing skills and networking with fellow marketing experts,” said Mark Munger, Vice President, Sales and Marketing, 4Earth™ Farms, and Chairman, United Fresh Produce Marketing and Merchandising Council. “As the only industry conference designed by produce marketers, specifically for produce marketers, BrandStorm will continue to address practical and critical brand marketing topics and provide attendees with tools to sharpen their marketing tactics at a time when traditional marketing can no longer carry the weight alone.”

“As the only industry conference designed by produce marketers, specifically for produce marketers, BrandStorm will continue to address practical and critical brand marketing topics and provide attendees with tools to sharpen their marketing tactics...”

Mark Munger, Vice President, Sales and Marketing, 4Earth™ Farms, and Chairman, United Fresh Produce Marketing and Merchandising Council

Come June, United Fresh is planning to ditch its Zoom backgrounds of artificial palm trees and ocean water for the real deal in sunny Los Angeles, California, during the United Fresh 2021 Convention and Expo. The event is now in partnership with the Fresh Produce and Floral Council.

“United Fresh 2021 Convention and Expo will bring the return of our face-to-face convention as a celebration never before seen,” declared Tom Stenzel, President and CEO, United Fresh. “Concurrently, some of the in-person programmings will be made available online through the United Fresh LIVE! 365 platform for those who might be unable to participate in-person, further broadening the reach of the event for company staff and industry members around the world.”

Amid a pandemic, United Fresh continues to redefine what it means to stay connected and conduct business in the produce industry. As always, we innovate for you today with our sights set on the possibilities of tomorrow.