FMI SEES NEW GROWTH IN ITS PRODUCE PAVILION

AMY I. STICKEL

WASHINGTON -- The Produce Pavilion at the upcoming Food Marketing Institute's convention in Chicago will be 10% larger than last year, bolstered by new exhibitors that reflect the important trends of upscale and value-added produce items.

FMI's Supermarket Industry Convention, the largest annual convention in the grocery distribution industry, is scheduled for May 7-10 at Chicago's McCormick Place.

"New exhibitors reflect how produce is sold today. It's not just plain fruits and vegetables," said Sherrie Rosenblatt, manager of media relations for FMI, based here.

Rosenblatt pointed to first-time exhibitors Andy Boy Associates, Parsippany, N.J., which processes fresh produce-based prepared foods, and the Green House, Encinitas, Calif., which sells upscale herbs, as examples of companies creating innovative products that address both of those trends.

Washington Poster Sign Systems, Seatac, Wash., which manufacturers produce signage, is another first-time exhibitor that represents the diversity of products in the Produce Pavilion, she said.

Other value-added exhibitors in the Pavilion include Tanimura & Antle, Salinas, Calif., which will introduce a value-added 8-ounce salad mix specifically marketed to children that includes a collectible toy. Mann Packing, also in Salinas, will showcase a packaging redesign, while Ready Pac, Irwindale, Calif., will unveil a Monte Carlo Salad item being added to its line of European salads.

Exhibiting space in the 11,000 square-foot pavilion, anchored by the Produce Marketing Association, Newark, Del., is sold out, Rosenblatt said. It is the largest of the convention's three specialty pavilions, with the other two focusing on exhibits related to private label programs and warehousing

and distribution.

Rosenblatt added that the Netherlands Ministry of Agriculture requested an exhibit space adjacent to the produce pavilion. The Netherlands is a major producer of bulbs and flowers, and the ministry hopes to attract the attention of produce executives and retailers who visit the produce pavilion, she said.

Seminars during the convention will include "Produce 2000: How to Create a Signature Department" and "The Positioning of Private Label Product and Programs."

For more information on the convention, contact the Food Marketing Institute's Convention Services Department at (202) 452-8444.