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Produce Sales Training

The Sales Training You’ve Been Looking For!

2020 sales training dates announced soon.

Sales professionals gathered December 5-6, 2019, in Monterey, CA, for two sold out sales trainings designed to strengthen the skills of an entire sales team.

Schedule at a Glance

Thursday, December 5 | 8:00 am – 5:00 pm
Classroom Instruction
Evening Joint Reception

Friday, December 6 | 8:00 am – 1:00 pm
Classroom Instruction

Produce Industry Sales Training Overview

This course is designed specifically for sales professionals in the produce industry who are new to the industry or have a few years of experience and want to further their expertise. Attendees learned basic key objectives such as how to identify customer needs, how to engage customers, and how to close a sale.


The 1.5 day customized course will be highly interactive, covering topics such as:

  • How to identify customer needs
  • How to engage the customer early in the process
  • How to match products, benefits and needs
  • How to overcome objections
  • How to close

Learn More

Advanced Sales Training Overview

This course is designed for an advanced sales professional in the produce industry seeking to expand on their current business development skills.


The actionable takeaways over the 1.5 day training covered how to:

  • Close more SALES
  • Increase your perceived VALUE to your produce buyers (retail and foodservice)
  • Build stronger, more productive RELATIONSHIPS with produce buyers
  • Develop a more CONSULTATIVE SELLING approach

After the training concluded, instructor Buck Jones followed up individually with each class member to discuss successes and challenges. This continuation of the learning experience will help to drive home sales tactics in the real-world environment, providing value well beyond the classroom!

Learn More

Registration Details

Produce Industry Sales Training

  • Member Rate – $1,500
  • Non-Member Rate – $1,850
  • Group Discount** (send more than one!) – $1,250

Advanced Sales Training*

  • Member Rate – $2,000
  • Non-Member Rate – $3,000
  • Group Discount** (send more than one!) – $1,750

* Advanced Sales Training offers instructor follow up to help with implementation of sales techniques.

**Group Member Discount

Whether you want to send 2 folks to one of the courses, or one to each, take advantage of a group member discount rates listed above!

More Ways to Save!

United Fresh members can purchase the 2020 Smart Pass Education Package, a $250 savings off of the Associations three core annual programs: the FreshStart ConferenceUnited Fresh Convention & Expo, and United Fresh Washington Conference. In addition, the pass will provide a $300 credit toward any United Fresh program registration, including the above listed member rates.

Hotel & Travel

Hyatt Regency Monterey
1 Old Golf Course Road
Monterey, CA 93940

For more information on the Produce Sales Training Program, contact Amanda Griffin, Vice President, Education & Program Management, at 202.303.3412.