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Officials of the Fresh Produce & Floral Council expect to draw more than a thousand attendees and about 170 exhibitors to its Northern California Expo at the Alameda County Fairgrounds in Pleasanton, CA, on April 10. They anticipate the show will feature about 40 floral booths among 160 exhibitors.

First held in 2007, the annual Northern California show has grown in size and stature and last year set a new attendance record of 1,100. The show is one of the few industry events that invite store-level floral managers and staff to connect with growers and suppliers. The member registration fee of $75 for members and $150 for non-members is waived for retail store personnel.

FPFC512-KENDALLKendall Farms took Best of Show for floral displays at the 2012 FPFC Northern California Expo. Shown in their winning booth were David Clark, Jason Kendall and Troy Conner. (Photo courtesy of Tom Fielding)Carissa Mace, FPFC president, said the show keeps growing in popularity as information about it reaches more and more retailers. “We had many first-time attendees who heard about the 2012 show for the first time,” she told The Produce News.

Exhibitors move in and set up at the fairgrounds beginning at noon on April 9 until 9 p.m., continuing with set-up and exhibitor registration until 10 a.m. April 10. The event begins with a continental breakfast and general registration at from 9 a.m. to noon that day. The expo floor will open at 10 a.m., box lunches will be available from noon to 2 p.m., and the expo floor will close at 3:30 p.m.

The 2013 edition of the expo continues a tradition established in 2010: no program. “That’s the way our members wanted it,” said Ms. Mace. “They wanted attendees to be able to spend the maximum time in the exhibit hall.”

The Northern California show is followed aby the annual FPFC Southern California Expo, scheduled for July 16 at the Disneyland Hotel in Anaheim, CA. The Anaheim show draws about twice the attendance of the Pleasanton event.