ATLANTA, GA - As the industry prepares for a whirlwind of activity at the upcoming Global Produce & Floral Show, retailers are gearing up for an exclusive immersion into the show. I’m speaking of course of The Foundation for Fresh Produce’s Retail Dietitian Immersion Event, which will put 20 retail dietitians (RD) face-to-face with industry members.

“Our aim is to equip professionals and influencers who can best reach their communities and encourage consumers to make the healthiest food choices,” shared Katie Calligaro, Director of Marketing and Communications for The Foundation for Fresh Produce. “We work with a vast network of dietitians, health and wellness professionals, as well as lifestyle, nutrition, ag, and culinary leaders who have an impact on consumers at various points of influence. For point of sale, we have our retail dietitians.”

Throughout the show, attendees can build meaningful connections with the people driving trends at the retail level. While The Foundation provides offsite culinary experiences and customized education, the RDs will be immersed in the Global Show, beginning with the State of the Industry on Thursday morning. A chance to connect with them also awaits during Thursday night's opening reception at the Aquarium. Pre-scheduled booth visits kick off Friday and Saturday but look for them walking the show floor both afternoons.

Hailing from Big Y Foods to Weis Markets, each RD is eager to learn how to promote fresh more collaboratively and effectively.

“The show is the largest I have ever attended,” April Sins, Retail Dietitian, Rouses Markets, MS, RDN, and LDN, told me. “It is a retail dietitian’s dream come true to be immersed in the conversation around fruit and vegetable consumption. The event is so timely because it showcases new and innovative ways to help make it easy for consumers to eat more produce. The most exciting part is looking at the trends in produce for the coming year in innovation, convenience, snacking, pairings, and lots more. Spending time with vendors discussing ideas, partnerships, and retail information tools is the perfect way to make the connection to promote produce on the plate for consumers.”

Mac Riggan, Vice President of Sales and Business Development for Chelan Fresh, reflected on the success of this activation and how it helps promote fresh produce at the retail level.

“The RDs are very professional, genuine, and pure of intention; they don’t have an agenda and are just as interested in pushing the product as we are. You don’t need to sell them on the products—they know they’re healthy! But they’re hungry for information to help support whichever category you’re there to talk about. As retailers are working toward becoming wellness centers, dietitians represent a key part of that journey,” Mac shared with me.

Nichole Towell, Senior Director of Marketing and Innovation for Duda Farm Fresh Foods, shared her experience with me.

“We look forward to the opportunity to connect with and support the registered dietitians who will be in attendance. We work hard every day to educate and inspire shoppers with content that encourages them to explore the flavors and vast uses of fresh vegetables, but we can’t do it alone. Dietitians play a critical role in supporting that mission, and we want to come alongside them with the information and resources they need to reach their audience and encourage more fresh produce consumption,” she remarked.

To further emphasize the importance of education in engaging consumers, The Foundation for Fresh Produce will host two sessions during the Education Festival at the show on October 17.

The schedule is as follows:

• 11:25—11:55 a.m. EST: Feeding Those in Need: Innovative Partnerships in Global Food Distribution
• 12:00—12:30 p.m. EST: Growing Healthy Habits: Transforming Children's Diets Through Early Education

We’ll continue to keep you connected to the latest news in fresh produce, especially as it pertains to the Global Produce & Floral Show.