ANAHEIM, CA - Fresh produce professionals will soon gather on the grounds of the happiest place on Earth. The Fresh Produce & Floral Council (FPFC) Expo kicks off July 16, where new takes on design, new events, and a couple of extra touches of magic await key decision makers from the buy-side.

“The FPFC’s intention of consolidating the Northern and Southern California events is to provide a bigger regional show because there isn’t anything else like this in the northwest. So, this is extending our ability to reach and serve the entire West Coast,” Carissa Mace, President of the FPFC, tells me.

And it looks to be working. The attendee list continues to diversify with high-level foodservice and retail operators from further out in the U.S. and beyond. To welcome them, the FPFC is hosting an invitation-only event inside a private location of Disney's California Adventure park, right across from Disneyland, with passes for buy-side members and their guests to enjoy one of the most popular playgrounds in the world in addition to an opening dinner.

“This event was a huge hit last year. Retailer VIPs with executive titles can attend as well as exhibitors and high-level sponsors, and those who joined last year will tell you it was sensational. You have the opportunity to meet Disney characters, character artists, and we will be able to see the World of Color show,” Carissa shares with excitement.

See? I told you there would be magic!

And there are practical additions to the actual show floor, as well. Carissa explained that the FPFC changed the floor layout to elongate rows and encourage people to spend more time talking at each stop.

“We’ve changed how store-level employees are processed because we wanted to make sure the attendees are true professional partners that will promote the brands exhibiting at the store level, ensuring for both exhibitors and companies sending attendees that the right people are there,” she says.

The reach and quality of this produce event continues to grow, promising executive-level retailers from not just California, but also the rest of the U.S. and even Canada as it looks to serve the entire western market as efficiently as possible.

“For the first time, we are seeing Pacific Northwest retailers and we are hoping this will lay the groundwork to bring an event to the Northwest. Events don’t get to that part of the country very often, so we are hoping to find what those needs are and fill them. Imagine an FPFC event in Portland or Seattle!” Carissa adds.

Be sure your calendars are marked, this can’t-miss event is sooner than you think! Clearly, this is just the beginning.

FPFC