SCOTTSDALE, AZ - A new conference is afoot! Produce for Better Health (PBH) announced the first produce industry marketing event of the year, the Consumer Connection Conference, which will be held in Scottsdale, Arizona, this April. Taking place April 10–12, this annual event strives to bring together some of the fiercest advocates of fresh produce.

“If we want people to change their behavior and eat more fruits and vegetables at every meal and snacking occasion, we ourselves as an industry may have to change the way we behave, i.e. communicate with consumers,” said Katie Calligaro, Director, PBH Marketing and Communications, IFPA. “Bringing key leaders from various points of influence together to create meaningful partnerships with the produce industry is key to meeting consumers where they are. Only together can we achieve this collective goal.”

The conference is now part of the International Fresh Produce Association’s (IFPA) Foundation for Fresh Produce (FFP), a press release explained. Known to unveil consumer trends, as well as insights and marketing solutions to help guide the consumer decision journey, this event is a key networking opportunity. It’s all about advancing fruit and vegetable consumption!

As the release explained, this year’s host of 35-plus VIPs span three points of influence: point-of-sale (retail dietitians and leaders); point-of-flavor (culinary and foodservice decision-makers); and point-of-inspiration (lifestyle, nutrition, and agriculture communicators with digital and social media presence).

“PBH is thrilled to be able to deliver this exquisite event, now backed by the power of FFP and IFPA,” said Sharese Roper, Director, PBH Industry and Partner Engagement, IFPA. “If we aspire to improve fruit and vegetable consumption, collaboration is key. The Consumer Connection Conference brings together leaders from every point in the supply chain and every point of influence, while remaining intimate enough for productive conversations that build real relationships.”

The three-day conference will cover everything from driving basket sales to inspiring consumers online, all while offering plenty of networking and educational goodies.

“Every marketer within the industry should be at this conference as it checks all the boxes that support moving the needle on consumption,” remarked CarriAnn Arias, Vice President of Marketing, Naturipe Farms, Past PBH Chairman of the Board and Foundation for Fresh Produce Board Director. “Between the business building aspect, as well as the professional development and networking opportunities, this conference is a marketer’s dream—and the food and beautiful ambiance isn’t so bad either!”

The full agenda with session descriptions can be found here and registration is now open.

Here’s to continuing to fight for fresh!

Produce for Better Health