UNITED TO INTEGRATE TWO FORUMS

TONY SPLEEN

ALEXANDRIA, Va. -- The United Fresh Fruit and Vegetable Association here has announced plans to eliminate two stand-alone educational programs from its annual convention, called Fresh World '95.

United said many activities of the Retail Educational Forum, a one-day program for retailers, and the International Trade Forum, also a one-day program, will be integrated into the convention schedule. The programs had been held on the same day, just before the convention trade exhibits opened.

"The retail sector of the industry will be a major focus of Fresh World '95," said Paul Och, produce category buyer at Giant Eagle, Pittsburgh, and immediate past chairman of United's retail division. "Rather than concentrate on retail needs during one single day, Fresh World will involve the retailer from start to finish."

United's chairman, Bill Heintz, president of Heintz & Co., Salinas, Calif., added that the decision to drop the separate international program was based on the desire to give the entire convention an international look.

"Our board concluded that international business is such an integral part of produce today, that the entire event must become an international trade forum, not just one isolated piece," he said.

Next year's convention is slated for Feb. 5 to 7 in Anaheim, Calif. The agenda includes tours of Los Angeles-area supermarkets, growing fields, packing houses and fresh-cut processing plants.

Also on the agenda is an expanded educational program, with sessions on technology, handling, merchandising, efficient consumer response and electronic data interchange, category management, regulatory issues, distribution and marketing programs.

"The produce industry is interconnected," said Tom Stenzel, president of United, "so we're creating a place where everyone involved, from seed to table, can do business." He said the convention will target supermarket buyers, merchandisers, nutritionists and consumer affairs specialists, as well as representatives from restaurants, club stores, school and institutional food service programs and importers and exporters.

Other new features targeted for next year's show include educational programming Sunday morning before the opening of the show, earlier trade show hours (10:30 a.m. to 2:00 p.m.) on the last day of the show to encourage better attendance, lunch served on the show floor every day, and private meeting rooms and business services for exhibitors and their customers.

The changes reflect United's newly adopted priorities, which include expanding educational opportunities and networking for the industry, according to United.