United's play for organic exhibitors

As expected, United Fresh Produce Association has officially announced that there will be an organic pavilion for next year's show in Las Vegas. How successful will be United be in luring away fresh produce marketers from the All Things Organic show? The All Things Organic Show will be held in Chicago from April 26 to April 29 in Chicago. Can both shows - mere days apart - successfully lure a critical mass of organic produce marketers? I have calls into OTA on this issue but haven't gotten a call back yet.

Here is the United release:

Washington, D.C. - With the shift of the United Fresh Marketplace and FMI shows to Las Vegas, May 4-7, 2008, a new Organic Produce Pavilion will be added to the Marketplace show floor for the convenience of produce buyers to visit with companies offering organic produce.

“We have enjoyed our partnership with the All Things Organic show the past four years, and wish them well with their continued location in Chicago,” said United Fresh President Tom Stenzel. “But, it is clear that supermarket retail management and produce buyers will be looking for organic produce in Las Vegas at our produce marketing and merchandising event.”

“Organic produce is bought by produce buyers and merchandised by produce teams, not generic organic buyers of meats, packaged goods and clothing,” said United Fresh Executive Vice President Jerry Welcome. “Our new Organic Pavilion in the middle of the produce show floor in Las Vegas will make it easy for produce buyers to see the best of organic produce conveniently located in one event,” he said.

Produce exhibitors in the 2007 All Things Organic show in Chicago will be offered a priority waiting list for the new Organic Pavilion at United Fresh Marketplace in Las Vegas, with space assignments beginning June 15. In addition, in recognition of their support of the past Power of Five shows, ATO exhibitors will be offered a discounted rate similar to returning exhibitors in United Fresh Marketplace.

For more information about opportunities for organic produce at United Fresh Marketplace, please contact Jeff Oberman in the United Fresh Salinas, CA office, joberman@unitedfresh.org, 831-422-0940