CHICAGO - The associations that currently co-locate trade shows each year here with Food Marketing Institute's annual convention are examining the possibility of staying together now that FMI has said it will reduce the frequency of its booth shows to every other year.
"Certainly, there's interest on our part in keeping an every-year show," said Tom Stenzel, president, United Fresh Fruit & Vegetable Association, Washington, in an interview with SN last week. "There's so much change and innovation in our side of the business that we'd be hard-pressed to serve our industry with a show every two years."
He said he would probably meet this week with the heads of the other associations - the Organic Trade Association and the National Association for the Specialty Food Trade - to discuss alternatives, including the possibility of remaining co-located in Chicago.
He also said it is feasible that the UFFVA could travel with FMI as it moves the show to different cities. He met with Tim Hammonds, president and chief executive officer, FMI, at this year's show, and they "agreed to work together to see what we might come up with."
"FMI was very gracious about saying, 'Let's see what can be worked out,'" he said. "They are partners with the produce industry in a lot of ways, not just the show."
John Roberts, president of NASFT, which has been co-locating its Fancy Food Show with FMI in Chicago for the past six years, said his association also plans to continue staging a show every year in the Midwest.
"We had a show in Chicago prior to co-locating with FMI and had good attendance at the show," he said, noting that the association still hosts shows on the East and West Coasts each year as well.
FMI has been forced to find alternatives as its own show has seen declining attendance and a loss of vendor support. This year, for example, both Sara Lee and Procter & Gamble did not have booths, and the talk on the show floor was that other large exhibitors were considering pulling out.
Hosting an education-only event every other year would also cost less to produce as FMI looks to trim its expenses. The association also confirmed it is looking to relocate its headquarters out of Washington, D.C., to a lower-cost location in the suburbs.
Roberts and Stenzel said their shows have enjoyed increased attendance and booth sales since they began co-locating with FMI in Chicago.
Caren Wilcox, executive director of Organic Trade Association, also said the relationship has been beneficial.
"The food industry has learned that this co-location helps meet their buying needs in separate yet connected markets, making it an extremely valuable experience," she said in a prepared statement.
This year's combined shows drew a reported 35,000 attendees, although FMI could not confirm that figure late last week. In addition to the three adjunct shows cited, FMI has also long partnered with the U.S. Export Product Showcase.
Roberts said he thinks it may be unwise for FMI to switch to an alternating-year format.
"Most people in the trade show industry would tell you that has some unique problems in terms of re-upping the exhibitors," he said. "If you don't do it every year you are leaving yourself open to competition and exhibitor fallout and breaking the attendees' habit. All of those aren't good things."
He noted that the European examples of alternating-year shows - SIAL and Anuga - are unique because attendees and exhibitors go to either one annually, and never really get out of the habit of attending a large European food show at about the same time every year.
One state association executive attending this year's FMI Show, who asked not to be identified, echoed those sentiments.
"The industry is used to coming to Chicago in early May, and a new format will disrupt that schedule," he said. "Some vendor companies will have a hard time budgeting something every other year. It will be like asking for something new in the budget every other year."
He added that hosting a separate education show "is a great idea, but no one knows if FMI will be able to draw a significant number of retailers to that type of event."
Some exhibitors at the adjunct food shows at this year's event said they appreciate FMI's ability to attract large retailers.
Sean Traci, president, Caffe Sanora, Austin, Texas, an exhibitor at the Fancy Food Show, said he preferred to have an annual booth show attended by large retailers in order to maximize his brand's exposure.
"Part of going to that show every year is not just finding new customers, but showing your existing customers that you are there," said Traci. "With a new brand, I had a large number of customers come up to us, and they said they were happy to see us attending the show. If we didn't exhibit, it might mean the brand didn't have strength."
This year, Traci said, he was able to strengthen his relationship with Wegmans Food Markets, although the Rochester, N.Y.-based chain is not yet a customer.
