Registration Opens for United Fresh 2010

WASHINGTON, D.C. – Focused on the theme ‘Winning Is Everything,’ United Fresh 2010 returns to the Palazzo Resort and Casino in Las Vegas, Nev., April 20-23, with a new educational program and trade show format designed specifically to serve each segment of the produce business.  United Fresh 2010 will bring attendees face to face with the experts, tools and technologies, and new products needed to build a winning business at each stage of the produce supply chain.  

“Winning Is Everything’ embodies the unmatched competitive drive of our grower-shippers, wholesalers, fresh-cut processors, retailers and foodservice companies in our quest to bring better products and service to consumers and thus increase sales and profitability,” said United Fresh Produce Association President and CEO Tom Stenzel.  “United Fresh 2010 is the first produce convention designed to equip each segment of our industry with the expertise to succeed, paving the way for growth as we emerge from today’s challenging economic climate.” 

“United continues to set the bar for produce convention innovation,” said Doug Riley, assistant vice president of produce operations, Hy-Vee, and David Dever, president and CEO, Pandol Brothers, co-chairs of this year’s Convention Host Committee.  “Attendees are sure to be excited about the many new programs and features for the April convention.”

This year’s trade show includes five different destination areas concentrated on specific business needs:

  • FreshTech, the industry’s only expo focused on the fresh-cut, value-added market and all the tools and technologies needed for an efficient and profitable supply chain
  • FreshMarketplace, our traditional expo featuring marketers of fresh produce and services for the wholesale, retail and foodservice trade
  • Business Suites, the most rapidly growing segment of the show where buyers and sellers can enjoy private hospitality, business planning sessions and their own comfortable “home base” on the show floor
  • Food Safety Demo Center, an expanded destination area offering the industry’s only expo showcasing food safety solutions for the entire produce supply chain
  • Traceability and Logistics Demo Center, first pioneered by United last year, now expanded to include supply chain logistics and transportation solutions.

“Education and business networking will share top billing with the trade show at United Fresh 2010, where powerful new programs will enhance the ability of each market segment to tackle its specific challenges coming out of the recession,” Stenzel said. 

  • Four new Learning Centers – a specific area for education, discussion and networking – are located on the show floor for grower-shippers, wholesaler-distributors, fresh-cut processors, and retail-foodservice.  Each Learning Center will allow attendees to discuss segment-specific issues in roundtable discussions, meet with experts who can help address business challenges and participate in daily educational programming.
  • Industry Sector Breakfasts and Super Sessions, back after a great start last year. These industry sector events are hosted by United’s Market Segment Boards and feature a networking breakfast, outside expert speakers and a town hall discussion to address issues on your mind.
  • Four new Expert Council Seminars hosted by United’s four expert advisory councils on critical topics impacting all sectors of the industry, including supply chain management, food safety and technology, government relations and health and nutrition.
  • Opening Keynote Address “Leading in a Climate of Change,” featuring former Florida governor Jeb Bush, son and brother of United States presidents.  Governor Bush’s address will provide an inspirational view of how to achieve success when surrounded by doubters saying things can’t be done.  Bush was an innovative two-term leader of one of the nation’s fastest-growing, most diverse and powerful agricultural states, forging progress in education, business development, tourism and agriculture, despite being buffeted by pressures in the economy, environmental needs and the state’s rapid population growth throughout his tenure.
  • Global Conference on Produce Sustainability, a new post-show conference focused on sustainability issues in the produce industry from farm to consumer.  Learn from retailers and foodservice companies what they’re expecting from suppliers; learn what suppliers can do to make sustainability a positive investment in their own company and learn what government may say about standards and regulations to come.  The conference is presented by the United Foundation’s Center for Global Produce Sustainability, formed earlier this year by a founding education grant from Bayer Crop Science.

“By dedicating so much of the convention to hands-on solutions on the trade show floor, combined with face-to-face industry dialogue at every turn, we are creating the most interactive show in our history,” Stenzel said.  “I believe members and attendees from around the world are in for a very special event in Las Vegas this April.  If individuals want to take their place as winners in the new economy ahead, United Fresh 2010 is the place to be.”

For more information and to register online, please visit or call 202-303-3400.

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