The 2012 Produce Marketing Associaiton Fresh Summit floral offerings will include a special registration package and a networking reception. Other show items that include floral are a new products showcase, a packaging design contest and education workshops covering supply-chain technology, marketing and sales, innovation, leadership and global trends.
The new 30-member PMA Floral Council is working on plans for the 2013 Fresh Summit, said Michael Schrader of Schnuck Markets, the council’s volunteer leader. “This year’s show was already planned when the council was formed,” Mr. Schrader explained. “We are working on next year’s show and getting good support from the industry.”
This year’s Fresh Summit will be held Oct. 26-28 in a new location this year, at California’s Anaheim Convention Center. More than 18,000 industry professionals from some 65 countries are expected to attend. There will be no preshow floral tour, no education workshops focused on floral, and no Floral Marketer of the Year award. These items were scrapped when the former Floral Council was dissolved.
The trade show has been cut back from three days to two days, Oct. 27-28, but exhibit hall time is shortened only 90 minutes from last year’s schedule. Other changes include scheduling all 15 education workshops on one day, Oct. 26. The agenda also includes a women’s leadership event, eight receptions, a 5K race and a closing party.
Centerpiece of the Floral Council’s plans for the 2013 Fresh Summit is a new floral pavilion to serve as the center for floral networking on the show floor. Mr. Schrader said most of the pavilion space had been reserved. The council will continue working on plans at its meeting at this year’s Fresh Summit and will hold a town hall-style meeting in Miami in November or December, he noted.
General session speakers at the Fresh Summit will be Vernice (Flygirl) Armour, the United States’ first African-American female combat pilot, on how to develop a breakthrough mentality; Erik Wahl, innovator, artist and communications expert, on creativity; and Frans Johansson, innovation expert and author of The Medici Effect: Ground-Breaking Innovation at the Intersection of Disciplines and Cultures.
The special floral registration package includes the Welcoming Reception, Saturday and Sunday general sessions, admission to the exposition hall throughout the show, the invitational Floral Networking Reception on Oct. 27 and the Fresh Summit Closing Party Oct. 28. Cost for the floral package for early registration before Sept. 21 is $625 for PMA members, $940 for non-members. After Sept. 21, the rate is $700 for members, $1,040 for non-members.