Many of the most popular elements of the United Fresh Produce Association’s annual convention will be tailored specifically to the needs of the industry’s four market segments: Grower-Shipper, Wholesaler-Distributor, Fresh-Cut Processor, and Retail-Foodservice. With this unique program schedule, United Fresh 2010, April 20-23 at the Palazzo Resort and Casino at the Sands Expo & Convention Center in Las Vegas, Nev., will be the first convention specially designed for each segment of the fresh produce industry.

This innovative convention programming is being designed with input from United’s Market Segment Boards, which represent the four industry areas. The boards are playing a key role in planning to ensure that every speaker, session and learning opportunity is fine-tuned to the specific needs of that industry segment. What’s more, this innovative schedule will allow industry members at United Fresh 2010 to make best use of their time by focusing on the events that benefit them most.

          "Ours is an increasingly specialized industry and to succeed, you must understand your customers, your suppliers and your competition," said United Fresh President and CEO Tom Stenzel. "This market segment approach allows us to provide the highest value of education and networking to industry members, designed by and for each market segment itself. No one knows what it takes to win better than those involved on the ground level of each specific industry segment, so this approach will definitely help optimize the attendee experience."

          To illustrate the targeted convention program philosophy, United developed four market segment icons that resemble mobile phone applications or "apps." The app icons will be used extensively in printed materials, signs online and onsite to help industry members easily plan their convention agenda and identify their favorite market segment event.  

          "We believe the mobile phone app icons are a natural way to communicate the specialization and targeted education we’ve built into United Fresh 2010," added Stenzel. "Each convention attendee can choose that app that’s right for their business needs."              

Included in each area’s programming will be specialized Learning Centers featuring expert consultants and leaders from that aspect of the industry. Each segment will also feature an educational Super Session and a networking breakfast specially designed to encourage an exchange of ideas and information.

Immediately following the United Fresh 2010 convention, industry members are invited to participate in the post-show Global Conference on Produce Sustainability, presented by the United Fresh Research & Education Foundation through its new Center for Global Produce Sustainability.

          There are a variety of registration options for all industry members, and registrations submitted before March 22 receive a $100 discount. For more information or to register, log on to www.unitedfresh.orgor call 202-303-3400.