Reimagine Conversations

Now Available on-demand

Reimagine Conversations is a 25-session series delivering a fresh outlook, fresh ideas and fresh connections. The series features five tracks of thought-provoking sessions, including both education and group discussions to foster discovery, present new ideas and develop new relationships across all channels of the produce supply chain.


Each of the five Reimagine Conversations tracks delivers five unique sessions on topics critical to the success of our supply chain today:

  1. Produce 101: An Orientation to the Fresh Produce Supply Chain
  2. Marketing as Key to Increasing Sales
  3. Top-to-Top Retail-Foodservice Dialogues for Success
  4. Key Issues Driving Produce Safety
  5. Overcoming Supply Chain Challenges to Profitability

Schedule of Events

TRACK 1: Produce 101: Orientation to Fresh Produce Supply ChainSponsored by Dole

Designed for young professionals, this 5-session series guides participants on an informative journey of the produce supply chain, from grower to retail and foodservice. Led by members of United Fresh’s market segment boards, each session provides a deeper understanding of our unique supply chain, helping participants understand the interconnectivity and challenges of various segments in delivering great-tasting, safe fresh produce to consumers around the world.


  • Understanding the Modern Grower-Shipper Business Model
  • The Future of Produce Wholesaling and Distribution
  • Fresh-Cut Produce: Driving Innovation and Adding Value
  • Understanding Retail Market Drivers
    Sponsored by Stemilt Growers LLC
  • The Foodservice Landscape: Bringing Produce to the Table

TRACK 2: Marketing as Key to Increasing Sales

With multiple influences driving consumer decision-making, marketing has become more important than ever in increasing sales of fresh produce. During this 5-session series, hear from top marketing executives as they address the many marketing skills and functions needed to take your company to the next level. 


  • Changing Opportunities in Experiential Marketing
  • Marketing Budgets In A Year of Trial and Testing
  • The Sound of Produce Marketing
  • Trends in Consumer Behavior: What’s Here to Stay?
  • Developing New B2B Relationships
    Sponsored by Stemilt Growers LLC

TRACK 3: Top-to-Top Retail-Foodservice Dialogues for SuccessSponsored by Apeel Sciences

Tackle our industry’s greatest challenges as C-Suite executives and retail-foodservice leaders gather for a series of five candid discussions addressing the future of produce. What will our post-COVID world look like – what is the “next normal” and how can companies drive success in the future?


  • How Clear Is Your Crystal Ball?
  • Where Does Technology and Innovation Fit?
  • Is Sustainability a Buzzword or a Real Game Changer?
  • Who Is Our Future Consumer, and What Do they Want?
  • What Keeps You Up at Night?
    Sponsored by iFoodDS

TRACK 4: Key Issues Driving Produce SafetySponsored by Ecolab, Inc.

Seeking a quick overview of major issues driving produce safety today? This series is for you! Individual sessions will include expert discussions on testing and data analysis, farm-level controls for pathogens, facility control of listeria, end-to-end supply chain traceability, outbreak investigations/recalls, and more. 


  • Regulatory Interactions: outbreaks, inspections, and sampling
    Sponsored by iFoodDS
  • The optics and statistics of product testing
    Sponsored by Neogen
  • Science Insights: highlighting underutilized research
    Sponsored by GLOBALG.A.P 
  • The Traceability Blame Game
    Sponsored by iFoodDS
  • Re-emerging Produce Safety Issues
    Sponsored by GLOBALG.A.P
  • BONUS: Food Safety Mix and Mingle
    Sponsored by GLOBALG.A.P

TRACK 5: Overcoming Supply Chain Challenges to ProfitabilitySponsored by Castellini Company

The fresh produce supply chain is complex and ever-changing. How can industry leaders react and respond to these challenges while ensuring our business’ continuity and growth? Explore this year’s new and unsolved challenges, and share your own perspectives during these five engaging sessions.


  • Worker Safety Requirements – What you need to know
  • Filling the Needs of the Post-Harvest Workforce: An Industry Roundtable Discussion:
  • Transportation for the Future
  • Understanding Technology for Cold Chain Management Success
  • Planning for Uncertainty and Reacting to Change


Each track will deliver five, one-hour sessions. a $500 savings. Companies can receive three full packages for members of their team for $4,000, an additional $500 savings. The following registration options are available to United Fresh Members, PMA Members, and those in the industry interested in taking part in these programs.

Individual Track:    $400
ONE (1) Person for All 5 Tracks:   $1,500 – a $500 savings!

For those looking to make a greater investment for their company,
purchase three or more All Access packages for $1,200 per package.

THREE (3) People for All 5 Tracks: $1,200 per person – a $900 savings!

For those who want to make this a total team event
, a $10,000 package enables a company to have unlimited staff access to these programs.

Unlimited Access to All 25 Sessions   $10,000




Thank you to our sponsors:


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