In November the very first edition of the Amsterdam Produce Show and Conference will take place, but how will the ‘conservative’ Dutch traders react to such a glamorous event, will they take time-out to go up to Amsterdam to take part and what should they, and international visitors expect when they get there?
We caught up with the man behind the event, Jim Prevor. Jim grew up in the fresh produce industry and is arguably best know as the Perishable Pundit, but he is also the force behind the New York Produce Show and Conference which has been running for many years and more recently the London Produce and Conference Show which took place for the third time in June.
Why do you think this event will be successful while others in Holland have failed?
We don’t look to the past. We look to the future and, certainly, we have good reason to think that this concept will work well in the Netherlands.
First, this event is in Amsterdam. Although much of the industry is, of course, in Rotterdam or Westlands and so previous events have typically been located in these locations, Amsterdam stands with London and New York as one of the great iconic cities that attract people from around the world. It is a fulcrum for creativity and ideas. Fortunately the Netherlands has great transportation and is not geographically large, so the whole industry can participate. In fact, getting away from the office for a couple days can help as it makes it easier to detach from the immediate concerns and open up to new prospects, new ways of doing things and new ideas.
Second, this is a proven concept. The New York Produce Show and Conference quickly became the leading event in its region, and The London Produce Show and Conference is the largest and most important produce event in the fifth largest economy in the world. Now to Amsterdam, we bring the same high level of intellectual and commercial engagement.
Third, we are deeply rooted in produce. My family was trading with Europe long before American growers started paying much attention to international trade. Most recently, with the trade’s deep engagement with PRODUCE BUSNESS magazine, the online Perishable Pundit, ProduceBusinessUK.com, the various events, a series of executive share groups we facilitate and much more, we are able to draw on a global network of thought and practice leaders.
Fourth, our slogan for more than three decades has been to “Initiate Industry Improvement.” This event is different than anything ever done in the Netherlands. Whereas many people have had the idea of making a quick buck renting a hall and selling booths, we have an extensive student program, media program, culinary program, a spouse and partner program, regional tours, an opening cocktail reception, special “thought leadership seminars” and “knowledge zones” — all devoted to innovation, education, sustainability and health.
Fifth, one of the great privileges of what I do is I get the chance to make new friends all across the globe. The produce industry is an incredible community, and it is one in which I have chosen to live my life. We have an incredible team with a passion to contribute. Whether it is sponsoring a team in the Ride for the Roses or hosting the student program, we are part and parcel of this incredible industry. There is a passion there that is not easily duplicated and shines through all of The Amsterdam Produce Show and Conference.
Then we have one other secret weapon: We have a never-ending passion for this industry, and we hope those who also are passionate about this industry will join us at the inaugural edition of The Amsterdam Produce Show and Conference. We also hope the industry will take part in the natural evolution of the event and help shape the future of the event to even better serve the industry in years ahead.
The Dutch attitude is very much "be normal, don't show off" how can you make this format of boutique trade fair attractive to them?
The Dutch producers travel around the world to showcase their quality produce, often exhibiting at massive pavilions at the great continental produce events in Europe and the US. Our boutique event offers a “level playing field” by restricting the size of each stand, so every exhibitor can concentrate on substantive conversations and not get lost in the furniture.
Our concept, in which we limit the scale of individual booths, keeps the focus on product, on intellectual exchange and relationship-building, is unique. And the very “normal” Dutch will enjoy the opportunity to have shippers and customers visit their country, sometimes for the first time.
Remember we have exhibitors from America, Mexico, Chile, Peru, South Africa, Spain, Italy, the UK and other countries. We have retailers from Iceland to Italy and thought leaders from across the globe. Now instead of just going out to a restaurant, the Dutch can take their foreign friends out to their favorite restaurant in Amsterdam. Based on our experience in New York and London, in the fullness of time we will see visitors to the Netherlands who come for the show and extend their stays as they are invited to Dutch country cottages and vacation homes.
The Amsterdam Produce Show and Conference operates at a human pace. There is no mad dash to cover a hundred halls. There is intimacy and friendship. We treat people as guests in our own home. There is food and beverages provided with our compliments. A very fun Opening Cocktail Reception helps break the ice, and as most are staying in the headquarters hotel, you see people in the lobby, the gym, the restaurant… it is just a perfect recipe for strengthening old friendships and building new ones.
This event also will pivot the attention of the world of produce to the Netherlands. Holland is a unique place. There are many countries with great farmers, and there are many places with high technology, and there are areas with excellent businesspeople. Yet to find all these attributes in one place, one industry, at one time – this is rare.
What were the reasons for choosing the Westergasfabriek and not Westlands or Rotterdam?
We selected Amsterdam because it is a magnetic draw. London, New York and Amsterdam are all in the top ten global cities for innovation as determined by 2thinknow, and Amsterdam carries an incredible history, home to the oldest stock exchange in the world, and a trading hub since the days of the Hanseatic League. People from all over the world want to come to Amsterdam.
Westergasfabriek was chosen because, with the luxury of size, we were not compelled to go into the biggest convention center in town! The challenge in these events is to locate them in such a way that the minds of the attendees are in an environment to become open to new ideas and new ways of thinking.
This unique facility was once a plant to transform coal into natural gas. Now it is the hub of a creative district. In fact, the energy of the locale has made it a meeting place of choice for innovative and creative people. Indeed the creative buzz is so strong that the whole area has been permanently designated as a special cultural zone.
It is not sufficient to only have innovative presentations. The minds of attendees must be open to the receipt of innovation. There is no better place for this than the Westergasfabriek.
You have a good relationship with retail buyers, how have they reacted to the event?
Retailers want new ideas, new products, new ways of thinking. They want to engage with people who can contribute – and they want to do it quickly as time is always short. They like the opportunity to engage with non-competitive peers from other countries as well as the supply base. They like to engage with thought and practice leaders who can point out how to deal with competitive threats and how to position themselves and their organizations for the future. They like a chance to think and an opportunity to see the path ahead.
Retailers love these events because they are quick in and out, but while going through the event, they operate at a pace that allows retailers to really engage with suppliers and with ideas.
By word of mouth, the Amsterdam event is attracting a roster of continental retailers that haven’t come to New York or London. We are looking forward to greeting them as friends.
What type of visitors do you hope to attract to the event?
In general, the exhibitors are those who look to sell produce or ancillary services, and attendees, in general, look to buy produce or ancillary services.
This being said, we will have people from all walks of the produce trade. Retailers, foodservice operators and distributors, wholesalers, the famed Dutch traders, growers, shippers, government, academia and much more.
It is the first year, and our expectations are modest. We always care more for quality than quantity.We don’t care about being the biggest, we care about providing the very best possible experience.
What will be different in Amsterdam from London and New York?
Each event grows in its own soil, and the interests in the Netherlands dictate a different event than in London or New York. There is a certain cool vibe that permeates this event as it permeates Amsterdam. And its topics are uniquely forward-facing: Innovation, Sustainability, Education and Health.
Of course, the people will not be primarily New Yorkers or Brits; they will be the proud people of the Netherlands, extending hospitality and friendship, sharing ideas and looking for commercial opportunities with people of the global produce trade. And, in these events, the people make all the difference.
Are you planning to do the Produce Show in other countries after Holland?
The Amsterdam show had its roots when a group of Dutch produce industry leaders attended The London Produce Show and Conference and The New York Produce Show and Conference and asked if we would bring such an event to the Netherlands. With their support, it was possible, and what will soon be unveiled in the Netherlands is the fruit of that labor.
What tomorrow will bring we cannot say, but we are here, now, in Amsterdam, and we are prepared to bring the attention of the world to this precious country — a sliver of the world that offers lessons for the global produce community. If we do only this, we will have accomplished much to be proud of.
https://amsterdamproduceshow.com/
Source: FreshPlaza
