ORLANDO, Fla. -- A pair of one-day business conferences devoted to topics affecting the entire produce supply chain highlight United 2002, the 98th annual convention of the United Fresh Fruit & Vegetable Association.
The Alexandria, Va.-based organization updated the show's format this year in recognition of larger changes within the produce industry, namely how the buying-selling formula has been restructured in the wake of industry consolidation, according to Tom Stenzel, United's president.
"Like everyone in the industry, business priorities must come first," he said. "It's our 98th convention, and we wanted to redefine how we can add value to the industry. Everyone has to work smarter and more efficiently, and trade associations ought to do the same thing."
The 2002 Annual Produce Business Conference and Expo, scheduled to run Feb. 15 to 18 at the Orlando Convention Center, includes two all-day tracks that focus on issues of keen interest to all participants in the produce-distribution pipeline. The topics were chosen after members were polled to determine which issues were compelling and worth a more in-depth review.
On Friday, Feb. 15, the Produce Marketing & Management Conference will examine the issues that are driving buyers and sellers into new alliances. The multi-session event, which includes a retailer panel discussion, examines the fundamentals of a partnership and the emphasis on information sharing, cooperative category development and alliance agreements. There is also a thorough review of the customer, including discussion of ways suppliers and retailers can bring consumers into the category development process.
The conference was based on a series of regional workshops presented by United and E. Wenatchee, Wash.-based The Perishables Group last year. The strong response prompted the trade group to expand on the subject for this convention.
"It's probably the most relevant session to the sales-and-marketing types in both the grower/shipper and the retail communities, because it's heavy on partnerships," Stenzel noted. "We've had individual seminars on the topic in the past, but never a full-day focus like this."
On Monday, Feb. 18, attention shifts to a day-long examination of produce safety -- including import standards, retail audits and new technology such as irradiation and sanitation controls. Of particular note is a segment on food security, and the initiatives launched by the industry following the Sept. 11 terrorist attacks in Washington and New York.
"I originally thought it would attract more people from the grower/shipper side, but we've received a strong response from retail quality-assurance people who will be involved as well," said Stenzel. "It's one of their key issues right now, too, in determining how they evaluate the safety of their suppliers and the product they're buying."
Other aspects of the convention reflect the new ties being forged between grower/shippers and the retailer. The exposition portion of the expo includes a two-day trade show, with the exact same number of hours as previous three-day shows. On the floor, two areas have been reserved for special workshops covering various commodities (such as bananas, apples, potatoes and greens) and select "Hot Topic" discussions on a number of subjects. Included will be an update from United's recently formed food security task force, convened in the wake of the Sept. 11 assaults.
The topic of food safety and security will almost certainly be in the script when U.S. Secretary of Agriculture Ann Veneman delivers an update on activities and initiatives at the U.S. Department of Agriculture during the general session breakfast on Sunday, Feb. 17. In office for just over a year now, Veneman has already received high praise from the produce industry for her decision to create a permanent fresh produce advisory committee, her emphasis on including more fruits and vegetables in current and future nutrition programs, and her efforts to enact a 2002 farm bill.
Another new feature is an area dedicated to value-added items, presented in a retail-like atmosphere. More than 20 new and existing products are to be merchandised in refrigerated cases, representing the industry's most recent efforts to build that side of the business. Of note will be evidence that the fresh-cut category is beginning to grow beyond the current crop of baby carrots and mixed salad greens, with a larger representation from fruit processors. Fresh produce will likewise be out on the show floor itself, with nearly two dozen processors and commodity boards offering samples of produce ranging from strawberries to potatoes to fresh nuts.
"We wanted to get back to the basics a little bit, and present the products that come about as a result of technology and equipment," said Jeff Oberman, United's vice president of trade relations, and manager of the group's West Coast office.
More than a dozen universities and government agencies will participate in the university and research pavilion, introduced at the 1999 United show as a destination for information on innovations in fruit and vegetable production, distribution, handling and marketing. This year, the American Society of Horticultural Science has signed on as a sponsor of the showcase.
