The big produce show, hosted by the International Fresh Produce Association, is happening. If you’re not ready to help your company drive ROI—stay home! Strong statement, I know, and perhaps now I’ve got your attention.
Here’s the deal: These events are big investments in terms of time and resources. Yet every year, I see too many people squandering this valuable opportunity by burying their heads in their phones or chatting idly with colleagues. People, wake up! If you’re not comfortable engaging with strangers or potential customers, then do everyone a favor and step out of the booth. Let those who excel at building connections and driving business take the lead.
Challenge yourself! Talk to strangers at the show. Prep your icebreakers ahead of time if you need to.
Icebreaker Ideas:
• Hi! I’m Rex. So, tell me about your company.
• Wow, what a booth! What is happening this year with your company?
• Hi! I have to try your samples. So, tell me about…
• Hi, I’m Rex. What do you think about the show so far? What are your objectives for the show?
• I see that you work for XYZ Grocer. What do you do? How long have you been there? Do you know our company?
Absolutely bring your new people, investors, operations people, and human resources people, but do so with a strategy in mind. Leave the booth for sales, marketing, and leadership who will talk with customers and more. As for the other team members, have them walk around to take it all in and report back.
As we all know, the work doesn’t always end with the show days. For you folks who like to go out at night and have a great time, remember that you’re there for business. You’re representing your company, so do not lose control. Know your limits and stay well below them. This is a vast industry but, at the same time, a tight-knit community. Word of anyone having too much fun spreads fast.
Believe it or not, I know people who have been fired (or worse) for their misconduct at a show.
The bottom line? If you’re going to attend, make it count. Don’t just show up—show up ready to contribute to your company’s success. Otherwise, like I said, stay home.
This is one of the biggest industry events of the year, and there is a lot to cover. For more details on making sure you make the most of this important investment, see my previous story on tips for everything from what to pack to finding talent and networking after the show.
Here is some additional reading:
How To Be Convention Ready
Hunting For Talent
The 10 Rules Of Work
Impressions By Design
As always, enjoy the journey! 
