United to Co-Locate FreshTech, Fresh Marketplace Shows

WASHINGTON The United Fresh Produce Association has announced that its 2008 FreshTech and Fresh Marketplace shows will be co-located in Las Vegas next year, May 4-8. The arrangement has been a goal of United Fresh ever since the association was formed in September 2006 from a merger of the United Fresh Fruit and Vegetable Association and the International Fresh-cut Produce Association. This year,

WASHINGTON — The United Fresh Produce Association has announced that its 2008 FreshTech and Fresh Marketplace shows will be co-located in Las Vegas next year, May 4-8.

The arrangement has been a goal of United Fresh ever since the association was formed in September 2006 from a merger of the United Fresh Fruit and Vegetable Association and the International Fresh-cut Produce Association. This year, United FreshTech — formerly the IFPA Fresh-Cut Expo — took place April 25-28 in Palm Springs, Calif. Meanwhile, United Marketplace — formerly the United Produce Expo and Conference — will begin this Saturday, May 5, in Chicago.

The two shows have distinct themes — with FreshTech focusing on produce industry technology, food safety, logistics and supply-chain issues, while Marketplace focuses on marketing, merchandising and other retail-level issues.

“These two unique trade shows serve very different business needs for exhibitors and attendees that we will continue to foster,” said United Fresh Co-Chairmen Mark Miller, Fresh From Texas, and Maureen Marshall, Torrey Farms, in a statement. “Each show will have its own designated exhibit floors to ensure strong attendee focus on the separate exhibits. But our Board also believes that offering the shows side by side over the same dates can increase the cost-effectiveness of the events to our industry while adding increased value to all attendees.”

Co-location is also an answer to demand from the association's members. “It's become clear that new developments in food safety, quality assurance, and technical systems are no longer just the purview of technical staff, but are really important business considerations that top management also needs to see on a trade show floor and discuss in educational conferences,” said Tom Stenzel, president of United Fresh.

Also, The Food Marketing Institute will co-locate its 2008 booth exhibit show with United Marketplace, along with Marketechnics and the FMI Pharmacy Conference, at the Mandalay Bay Resort & Casino, Las Vegas.