United They Stand

The United Fresh Convention provides the opportunity for industry members to strengthen their network and reinforce their status in the fresh market. These days, the produce aisle is the trendiest place to shop. With summer on the horizon, competition in the section is about to intensify. That makes the United Fresh Convention, which is set to take place from June 8-10 in the North Hall of Chicago’s McCormick Place, an important venue for industry players to see and be seen. Once again, the show is co-located with FMI Connect—and for the first time, the International Floriculture Expo—to bring more top decision makers and suppliers together. With the abundance of regional trade shows popping up across the country and gaining in popularity, companies are becoming choosier about which shows to exhibit at; however United Fresh remains a popular choice among industry veterans. This year’s lineup of exhibitors will feature everyone from those companies that have been attending for “more years than they can count,” to first timers. One such first-timer, Peri & Sons Farms, is displaying its premium onions with Sesame Street branded packaging, including images of Big Bird and Ernie. “There are many fruits and vegetables that kids are immediately drawn to,” says Teri Gibson, director, marketing and consumer relations for the Yerington, Nev.-based company. “We thought it would be interesting to see how they react to the familiar Sesame Street characters when it comes to a vegetable outside their comfort zone.” The white, yellow and red onion varieties are available in two-, three- and five-pound bags. The theme of this year’s United Fresh Convention—Celebrate Color & Flavor—will come in many forms, as growers, shippers, packers and manufacturers present their best and brightest produce and value-added offerings. Adding to the mix will be a bright bundle of fresh items grown by Wholesum Harvest, including multiple tomato varieties, yellow squash, zucchini and eggplant; five varieties of tomatoes from NatureSweet Tomatoes; Potandon Produce’s Klondike Royal and Green Giant Smileys potatoes; Wonderful Sweet Scarletts Texas Red Grapefrut and Wonderful Halos Manadrins from Paramount Citrus; and fresh green avocados brought by Avocados from Mexico. There will be various new products on display as well, many up for the show’s New Product Awards. One company hoping to take home the title is NatureSweet; its latest launch—Jubilees—is a contender. Jubilee tomatoes are medium-sized, perfect for sandwiches or burgers, company officials say, but unlike other similarly sized items, it has a guaranteed brix level. These tomatoes are also sized to give the consumer five or six slices per tomato, says Michael Joergensen, vice president of marketing for the San Antonio, Texas-based company. Other exhibiting companies are hoping to catch retail buyers’ attention by being in the right place with the right product. For many, this will mean organic options. “Retailers are increasingly expressing interest in replacing their conventional produce sets in favor of organics,” says Roger Zardo, director of sales for Braga Fresh Family Farms, based in Soledad, Calif. To meet this need, an increasing percentage of the fresh bounty on display this year will be stamped with an organic certification. Josie’s Organics, a brand of Braga Fresh Family Farms, plans to share its ever-growing organic produce line; new this year are cauliflower, iceberg lettuce, green onions and dill. Hollandia Produce plans to use United Fresh as an opportunity to expand awareness around its organic produce, like Grower Pete’s certified  living butter lettuce and watercress, says Renee Cooper, marketing manager for the Carpinteria, Calif.-based company. Many industry members expressed interest in viewing organic sets on display at this year’s United Fresh Convention, which includes exploring what is being done on the sustainability front. “We like to see the progress that our counterparts in the industry are making as far as sustainability, because everything we do as far as sustainability just helps everybody in this industry,” says Jessie Gunn, marketing, at Wholesum Harvest. Windy City Connections Aside from the chance to show off products and the co-location with FMI, a major draw of this year’s United Fresh Convention, according to industry observers, is its prime location. Chicago is a bustling meeting spot in the heart of the U.S., where many show goers hope to meet with an abundance of new and potential customers and partners. Veteran attendees say that it is one of the best networking opportunities in the industry, an ideal time to meet with a large variety of current and potential customers and vendors. For many, it is an ideal time to discuss partnerships and upcoming promotions, as well. “United Fresh gives our team a unique opportunity to meet with the attendees to discuss programming that will meet their department needs for increasing avocado sales and consumption throughout the year,” says Maggie Bezart Hall, vice president, trade and promotion, for Irving, Texas-based Avocados from Mexico. Dole Fresh Fruit Co. plans to use this opportunity to share its latest promotions, like its Get Up and Grow! healthy lifestyle initiative. The Westlake Village, Calif.-based company is even bringing its Get Up and Grow! Tour to the showroom floor, serving sample recipes and encouraging visitors to sign the pledge. Despite growing competition between trade shows, observers say United Fresh continues to provide true value for exhibitors and attendees alike. “Not only are the quality of the attendees impeccable, but there opportunities for networking among key industry professionals that are unique to this particular show,” says Adam Cooper, vice president of marketing for Los Angeles-based Paramount Citrus.   Verified Value Convenience is a trend overtaking the entire grocery store; the produce department is no exception. While consumer demand has seen a shift toward all-natural and untampered with products; value-added items are also generating interest within the fresh section. “I would expect to see more convenience in the products; anything that makes it easier for the shopper to buy and use produce,” says Mike Decramer, grocery sales director for Charlotte, N.C.-based Truly Good Foods. “It seems like every year there is something new, usually from a convenience or application usage for fresh fruits and vegetables.” Here are a couple of companies where show goers will find value-added innovations:   Apio United Fresh attendees can visit Apio’s booth for a taste of its new single-serve Plant-Powered Protein Salad Kits. Available in BBQ Ranch, Super Caesar and Yogurt Curry, each kit contains a minimum of 13-grams of protein per serving. Apio is introducing the salad kits to incorporate key trends into its product profile, namely the rise of the single-serve format. “From snack-size fruit and vegetable trays to grab-and-go salad kits, many of the fastest growing items in the produce department offer consumers innovative, convenient and healthy eating options that are easy to integrate into their busy lives,” says Jenny Stornetta, marketing manager for the Guadalupe, Calif.-based company. Show goers will also find Apio’s existing line of Gourmet Superfood Salad Kits and bagged vegetable, party tray and food service products on display.   Buddy Fruits United Fresh is an important event for Buddy Fruits, one of the only pouch brands with a spot in the popular produce section. Any opportunity to reaffirm to the industry of its status as a produce item is one worth taking, say officials from the Coral Gables, Fla.-based company. This year, the brand will show its 11 flavors for kids, the Buddy Fruits line, including the latest extension, blueberry. The company will also show its line for adults, FruitBreak by Buddy Fruits, which is available in eight varieties. “What we are hearing from the buyers is that they want fresh, but value-added is really giving something to the consumer that is in between,” says Daniel Connors, vice president of marketing. “It’s a way for consumers to get closer to fresh products while still fitting it into their busy lifestyles. We really want to see that value-added category grow because we think that is an entryway for consumers into more fresh products.”   Del Monte Fresh Produce Del Monte Fresh Produce is working to satisfy industry-wide demand through its latest offerings, to be on display at United Fresh. “A recent trend in the produce industry is definitely the continuous pressure on prices while at the same time meeting increased demands for added value,” says Dionysios Christou, vice president, marketing. Show goers will find the brand’s new Del Café snack packs and salad bowls, in addition to fresh-cut produce, at its booth, add officials from the Coral Gables, Fla.-based company.   Mann Packing Co. Mann Packing Co. will introduce Mann’s Power Blend, a 10-ounce mix of Brussels sprouts, Napa cabbage, kohlrabi, broccoli, carrots and kale. It can be added to a salad, sautéed as a side dish or blended into a smoothie, says Kim St. George, director of marketing and communications for the Salinas, Calif.-based company. She adds that consumers want to explore, with new flavors and offerings, which was the inspiration for the new blend.   Truly Good Foods Truly Good Foods manufactures an array of value-added products for the produce section, and will have various innovations on display. Its Dip & Devour line of chocolate melts, ideal for eating with fresh fruit and vegetables, says Decramer, recently added a Peanut Butter flavor. The company’s newest line, My Salad Bar, is a four-compartment add-on of salad toppings that will be available in four varieties. There are three versions of the original product, with toppings including cashews, raisins, walnuts, sesame sticks and various other items; as well as an Indian cuisine-focused variety, which features fried chick peas, lentils and rice flour noodles.