Newark, Del. — The mass-market floral supply chain will enjoy three days of floral-specific programming when Produce Marketing Association’s (PMA) 2016 Fresh Summit Convention & Expo convenes October 14-16, in Orlando, Florida, USA – including educational workshops, more floral buyers, a networking reception, the Floral Marketer of the Year leadership award, and the largest expo and Floral Pavilion to date.
This year’s Fresh Summit is being held a week earlier than usual, attendees should register before Sept. 30 to receive their badge and other information in advance, and to avoid registration lines on-site in Orlando.
Floral supply chain, find your community
Floral producers, retailers and solution providers are encouraged to tap into Fresh Summit’s Floral Community of Interest to learn and network with other floral industry professionals. Communities of Interest are designed to help Fresh Summit attendees find content and connections related to their priority business interests; other 2016 Communities of Interest include Global Connections, Industry Talent, Issues Leadership and Science & Technology.
“Fresh Summit is more than just a trade show for the floral industry – it’s also packed with opportunities to connect and build the relationships that will drive our individual and company success over long term,” said Joe Don Zetzsche, H-E-B director of floral and BLOOM Shops, and outgoing chair of PMA’s Floral Council. “We welcome the entire floral supply chain to the place where, as the event theme goes, ‘fresh ideas bloom’.”
Friday will include a full day of workshops of interest to the floral community:
- Rabobank floral analyst Cindy Van Rijswick and a panel of floral experts will evaluate global floral trends, and what they mean for floral businesses
- Visibility coach David Avrin will explore floral marketing, and how to increase exposure and sales for floral
- Floral industry consultant Stan Pohmer and consumer trends specialist Shawna Suckow will unpack findings of a joint PMA-Food Marketing Institute survey of mass-market floral buyers, and consider how its findings aligns with today’s consumers
Saturday evening’s Floral Networking Reception will offer Fresh Summit’s best networking opportunity for the floral community. The reception will bring the mass-market floral supply chain together in an informal setting, to renew relationships and form new ones, too. In addition, 2015 Floral Marketer of the Year Bonnie Armellini of Gems Group, Inc., will present the 2016 leadership award.
“The floral industry is a social community, we thrive on networking opportunities that help us to re-energize and re-connect,” said Debora Coleman, Albertsons Companies vice president of floral and PMA’s incoming chair of PMA’s Floral Council. “I am sure that there will be plenty of fun and interesting conversations at this year’s Floral Networking Reception.”
When the Fresh Summit expo opens on Saturday, it will feature the largest expo and Floral Pavilion to date. This year’s Floral Pavilion will be 20 percent larger than last year’s square footage, with 13 percent more exhibitors. In total, more than 80 floral companies have signed up to exhibit at Fresh Summit 2016 so far. The overall expo will feature 1,100+ exhibiting companies and nearly 300,000 square feet of space.
Fresh Summit is an open show; pre-approval is not needed to attend. This open policy helps to attract industry members from across the floral supply chain. As in years past, PMA has recruited floral buyers as well as vice presidents of produce and floral. Buyer Roundtables designed to bring floral buyers and sellers together for brief meetings – akin to business speed dating – sold out quickly.
Expo visitors are encouraged to check out the Innovation@work area before heading onto the expo floor. For the first time ever, the Fresh Ideas Showcase will feature a section highlighting 14 innovative floral products and services. For example, the Floral Showcase includes cause marketing floral offerings that allow consumers to purchase bouquets that also support popular consumer causes such as breast cancer research or national parks. The Floral Showcase also includes bouquet and wine pairings, floral vases that feature popular characters, and potted plant solutions that appeal to home décor-minded consumers.
“Fresh Summit provides the powerful experience found when people and ideas come together to grow the business,” said Carlos Oramas of Gems Group, and incoming vice chair of PMA’s Floral Council. “This year’s floral programming delivers!”
To learn about PMA’s Fresh Summit Convention & Expo and floral offerings, and to register online, visit www.freshsummit.com. The deadline to register in advance is Sept. 30; on-site registration is available.
About Produce Marketing Association (PMA)
Produce Marketing Association is the leading trade association representing companies from every segment of the global produce and floral supply chain. PMA helps members grow by providing connections that expand business opportunities and increase sales and consumption. For more information, visit www.pma.com.
Source: Produce Marketing Association (PMA)
