THE EFFICIENT CONVENTION QUEST

David Merrefield

It's not easy figuring out what to do about trade-association shows and workshops, and that's true whether you attend the meetings or are in the business of staging them.

At issue here is the undisputed fact that in our much consolidated food-distribution industry little remains as it was. As for retailers, wholesalers and manufacturers, there are fewer of them, so there are fewer executives available to attend shows. And from the viewpoint of those industry segments, plus supporting manufacturers, there is less time and fewer resources available to plow into such activities. That's the basic logic behind the occasional attempts by one trade association or another to execute a merger or to stage joint conventions at a common venue. The inclination is to reduce costs heaped on those who display at show booths, and to conserve attendees' time and travel costs. But, as several recent developments show quite vividly, it's far more difficult than it might seem to combine even similarly inclined trade associations. A prime example can be seen by taking a look at this week's Page 1 news article which may represent the denouement of a merger proposal that surfaced lately concerning the Produce Marketing Association and the United Fresh Fruit and Vegetable Association.

The saga of these two fresh-oriented associations is of broad importance, given how critical fresh is becoming to food retailing. In brief, the concept of merging the associations has been considered lately by both organizations, but the whole thing hit rocky shoals last week. The idea degenerated when United evidently was spooked by PMA's unwillingness to operate a changed lobbying apparatus, PMA's intention to maintain a majority of retailers -- and a minority of grower-shippers -- on its board and PMA's intention to eliminate United's booth show entirely. PMA issued a statement late last week in which it expressed "disappointment" and said United's reply was "less than generous" and that it remains ready for further talks. For more on PMA's reply, see Page 6. Meanwhile, United said last week it remains ready to participate in a jointly operated "SuperProduce" convention.

By the way, into this mix of internecine produce-association sparing comes the Food Marketing Institute, which last month notified fresh-related trade associations it might operate a fresh-products exhibition at its giant May show in Chicago, or as a freestanding event at another time. I understand an industry group may meet on the possibility later this month in Chicago.

In any case, it develops that the idea of similar associations retaining their separate identities -- and somewhat separate constituencies -- while joining forces for a combined convention is one that has greater potential than does the yen for outright merger. Success has already been chalked up in that regard: the National Grocers Association plans to jointly stage its annual convention in 1997 with FMI's MarkeTechnics Conference. But, even when it comes to the joint-meeting strategy, more is attempted than is attained. For instance, there were efforts under way to bring a proposed technology convention of the National Association of Convenience Stores into proximity with MarkeTechnics, but no agreement was reached. NACS now plans its technology show for Dallas in May. Similarly, NGA and the National-American Wholesale Grocers' Association have both let it be known they might like to host a joint annual convention, while leaving the individuality of each meeting intact. But it now appears that each of the wholesaler-oriented associations has meeting-site obligations that will preclude the possibility of joint activity until 1999 or so.

Finally, if a slightly different take on how difficult it is to set meeting parameters that support member convenience is required, take a peek at the news article on Page 31. It describes how executives of the health and beauty care trade show called Exclusively HBA are tinkering with dates and venue in a bid to boost attendance.

In short, the efficient convention quest may take a while.