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General Session Luncheon and Workshops

January 14-16, 2020 | Tucson, AZ

The FreshStart Conference General Session Luncheon and Workshops focus on how the fresh produce industry can increase kids’ access to fresh produce, and find new business opportunities serving  kids and families.

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General Session Luncheon

Katie Wilson, who leads a collaboration of foodservice directors from 10 of the largest school districts in the United States in their quest to provide healthy foods to kids, will keynote the opening general session luncheon. Katie will share insights into how the Urban School Food Alliance is working to provide more fresh fruits and vegetables to the 3.3 million students served every day, maximizing their food budget of over $755 million.

With a commitment to sourcing a variety of fresh produce, using sustainable packaging, and addressing the environmental impacts of their purchasing, the Urban School Food Alliance is influencing food, food service products, and distribution in ways that would never be possible by an individual school district. The Urban School Food Alliance is comprised of these 10 school districts:

Baltimore City Public Schools Los Angeles Unified School District
Boston Public Schools Miami-Dade County Public Schools
Broward County Public Schools New York City Dept. of Education
Chicago Public Schools Orange County Public Schools (Orlando)
Dallas Independent School District The School District of Philadelphia


Through education sessions in two tracks, hear from leading produce marketers, technology innovators, and retail and foodservice buyers who are creating new opportunities for children and families to select and enjoy fresh fruits and vegetables.  Also, explore opportunities to capitalize on growing school foodservice sales, while addressing how school-based programs can influence what families purchase and serve at home. 

Track 1 Fresh Opportunities in Foodservice: Schools and Restaurants

Over the course of 24-hours – whether at school or grabbing dinner on the go – children often get the majority of their calories outside the home. Sessions will explore how leading school foodservice programs are enticing kids to choose fresh fruit and veggies on the lunch line and beyond, and how restaurants can capitalize on diner preferences for plant-forward meals and healthier children’s menus.

Session 1: How Schools Feature and Market Fresh Produce to Students and Families: Tapping into Generation Z


Session 2: A Fresh Look at Kids’ Menus: How Restaurants are Incorporating Fresh with Success

Track 2 – Fresh Approaches at Retail: Growing Sales and New Consumers

The produce aisle may boast the healthiest choices for their children, but competing forces often drive sales elsewhere. Explore innovative strategies to grow fresh produce purchases in-store and new solutions for getting children excited to choose fresh!  

Grow your business in a way that does good. Learn from industry leaders and innovative change-makers who are connecting with their communities to increase kids’ and families’ access to fresh produce.

For more information about the FreshStart Conference, contact Amanda Griffin, Vice President, Education & Program Management at 202.303.3412.