I don’t know about you, but for the DMA Team, the United Fresh 2015 show was an action-packed whirlwind 2 days filled with many productive conversations and best of all: inspiration.
So without further ado, here’s what blew us away at United Fresh 2015:
United Fresh Shows Brand Authority
For starters, the DMA Team was blown away by the “united marketing front” that United Fresh presented at this year’s show. It was 
clear that marketing is on the radar and a new sheriff is in town with a strong and consistent branding presence.
We were delighted to see the new brand appropriately and prominently placed throughout, from registration all the way to the back of the show floor in the new and improved United Fresh booth. Kudos to Mary Coppola and the marketing team at United Fresh for executing a cohesive brand presence at the show, on the website and in marketing materials promoting the event.
Branding is a Marathon
A well-positioned brand doesn’t rest on its laurels, and Love Beets is a great example of a brand that knows how to maintain pace. This isn’t the first time Love Beets has blown us away, and we bet it won’t be the last! The brand continues to showcase its ability to think ahead and defy traditional applications for the beet. This year they drew us in with their brilliant Beet Energy Bars – just another way to use beets that plays upon current consumer trends and interests. The brand is also a great example of how fresh produce brands can engage consistently with consumers across social media platforms, creating “evangelists” for their brand that truly LOVE beets!
United’s Women in Produce Reception Honoring Karen Caplan
This cornerstone event for United Fresh is undeniably a highlight for our team each year regardless of 
whether we know the recipient well or not. Each woman chosen not only provides us with a unique perspective based on her career, she also shares her personal journey to a very large audience which continues to impress and influence our team! But this year was very unique. You see, originally this recognition was fostered from Karen Caplan, then United’s Chairman of the Board, as a way to showcase women in the industry who had a unique story to share. But Karen has never received the award herself – until now. And wow, did Karen deliver. Karen’s company or family story is not unknown to our industry, but what she selflessly shared were moments of her personal success, self-doubt, and valuable lessons she has learned along the way. Karen was the very first woman I met in fresh produce industry and after 20 years of working together in some capacity or another, I believe that I NOW know “the rest of the story.”
– Dan’l
A Different Feel on the Show Floor
Besides United Fresh’s investment in their show presence, another striking and exciting difference was evident in the variety of booths present for companies of all sizes. And we’re not just talking dimension of various squares and rectangles, but rather an abundance of “booth solutions” for exhibitors. First, the large and small booth spaces were well organized in a fashion that gave appropriate exposure. Secondly, we noticed an increase in branded meeting/booth space combos and certainly noticed the expansion in the number of cooperative booth configurations representing growing regions such as the Salinas Valley, South African citrus, Holland and Mexico. Lastly, the location of the Marketplace Learning Center and the Expert Consultation area was a noticeable improvement from 2015. All around, we applaud the variety and solutions that United Fresh is offering marketers on the floor based on their vast needs for a successful expo.
Show Floor Learning Centers
Having the opportunity to learn and absorb new information while networking during a tradeshow is of the utmost importance to attendees. United Fresh does it right during the annual exposition by bringing learning opportunities direct to the show floor, making it as convenient to learn as it is to have a bite of guacamole. With sessions hosted every 45 minutes, the show floor learning centers are so convenient that we couldn’t help but stop and absorb the information and advice being offered from the experts speaking each day of the show.
European Flair Courtesy of Holland
If you spent some time walking the show floor, you likely came across a booth featuring these beautiful peppers and unique variety called Enjoya from Holland. We loved seeing an exhibiting company from Europe present on the show floor as it reminded us of the incredible displays and unique items we experienced in Berlin during Fruit Logistica. We hope to see more creative products and displays appear at United Fresh in the future.
There’s Opportunity in The Floriculture Expo
We’ve talked about the valuable partnerships that we believe can be found on the FMI Show Floor for fresh produce brands before, but we’ve never highlighted the significant opportunities that are right across the aisle. The Floriculture Expo featured some pretty incredible displays this year that got us thinking “what if?”
What if fresh produce and floral brands partnered to leverage their collective brainpower to showcase the beauty of fruit and floral together on the tradeshow floor? Besides helping our clients inspire consumers with recipe and snacking ideas, we see potential ideas for using fresh produce in beautiful table settings or to create a natural and welcoming fragrance in your home in a way that will also inspire both floral and produce buyers. Pinterest and Instagram prove consumers are hungry for this type of content. Why not use these same inspirations to help bring your booth to life in new and creative ways?
Instagrammable Moments are Everywhere
Instagram is a hot social media platform for fresh produce brands right now, and we couldn’t be more excited to see the interest many of you have taken in it. Much like other social media platforms, fresh produce brands feel challenged with the task of producing visual content for this platform at an affordable rate at a manageable pace. At DMA Solutions, we are firm believers that great Instagram content can be captured easier than you think. In fact, we spent the last few minutes of the show capturing Instagram-worthy moments across the show floor that can be used at any time. Here are a few of the photos we snapped that we think are Insta-shareable!
A rainbow of color and FLAVOR as far as the eye can see. #UnitedFresh2015
Come take a ride on our big #green #tractor. #UnitedFresh2015 #Farmer
@TheCoreBlog in full affect and at your service at #UnitedFresh2015! #Culture
All the makings for the perfect #fiesta. #UnitedFresh2015 #Peppers #Tomatillos #Orchids
We’re sweet and crisp and calling your name! #UnitedFresh2015 #Cherries #Summer #Fruit
These gems across the show floor have us excited about future events and ideas from the United Fresh Produce Association. What impressed you most about this year’s show? Please feel free to share in a comment below or tweet to us @TheCoreBlog!
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