United Fresh 2013 Registration Brochure by United Fresh

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Discover Fresh Horizons UNITEDFRESH.ORG

SET YOUR COURSE FOR UNITED FRESH 2013 United has created Fresh Horizons for the produce industry – offering the must-attend convention for building sales and profitability with the excitement and innovation of fresh produce! Bring your entire team and join thousands of food industry leaders for United’s innovative trade show format customized for each segment of the produce industry. Register for the All Access Pass to ensure your team can take advantage of the outstanding combination of cutting-edge education, technical innovations, marketing expertise and networking opportunities. United Fresh 2013 is the best strategic event for your team to grow and succeed. INSPIRING AND INSIGHTFUL GENERAL SESSIONS Walter Robb, Co-CEO, Whole Foods Leveraging Customer Values Wednesday morning, join Whole Foods’ Co-CEO Walter Robb to learn about what produce consumers value most, and how the produce industry and retailers can work together to meet and exceed those expectations. During his keynote address, Leveraging Customer Values, hear insights from Robb about how this innovative retailer leverages core values to attract a loyal and growing customer base. Morning Joe Duo to Give Fresh Political Perspectives Former Congressman Joe Scarborough and acclaimed journalist Mika Brzezinski, co-hosts of the Morning Joe talk show, will deliver their signature off-the-cuff commentary at the Thursday General Session. This will be an exciting and candid conversation as the duo analyzes the current political landscape and how it affects the produce industry.

SCHEDULE OF EVENTS MONDAY, MAY 13 Noon – 5:00 pm

Registration Open

TUESDAY, MAY 14 7:30 am – 6:00 pm

Registration Open

5:00 pm – 6:00 pm Wholesaler & Distributor Networking Reception (RSVP Required) 5:00 pm – 6:00 pm

Welcome Aboard Reception (Invitation Only)

6:30 pm – 8:30 pm

United Fresh Opening Party Aboard the USS Midway*

WEDNESDAY, MAY 15 8:00 am – 6:00 pm

Registration Open

8:30 am – 10:30 am

Opening General Session Breakfast*

10:45 am – 11:45 am

Expert Council Workshop Series*

10:45 am - 11:45 am

Celebrating 350 California School Salad Bars

Noon – 5:00 pm

Trade Show Open

4:00 pm – 5:00 pm

Trade Show Happy Hour

5:30 pm – 6:30 pm

Reception Honoring Women in Produce*

THURSDAY, MAY 16 7:30 am – 5:00 pm

Registration Open

8:00 am – 10:00 am

Market Segment Breakfasts & Super Sessions*

10:30 am – 11:45 am

Mid-Morning General Session*

Noon – 5:00 pm

Trade Show Open

6:00 pm – 9:00 pm

Chairman’s Reception & Produce Celebration Dinner*

FRIDAY, MAY 17 7:00 am – 10:00 am

Registration Open

8:00 am – 5:00 pm Post-Show Produce Marketing & Merchandising Conference** *Requires Convention Package or All Access Pass **Requires Post-Show Conference or All Access Pass (As of 3/11/13)

EDUCATION - WORKSHOPS AND SUPER SESSIONS United Fresh 2013 features customized educational opportunities for each segment of the produce industry. From inspirational workshops to targeted education on and off the trade show floor, United Fresh 2013 will deliver real value to all sectors of the industry and every member of your company.

EXPERT COUNCIL WORKSHOPS – MAY 15 These workshops will cut across industry sectors, bringing the entire supply chain together to focus on the common issues that face our industry. Industry experts will explore solutions and opportunities that address today’s most pressing business challenges.

FSMA: The Food Safety Regulatory Revolution Hosted by the United Fresh Food Safety & Technology Council The Food Safety Modernization Act is set to have a profound impact on the produce industry, from farm to retail. FDA’s proposed regulations would demand revolutionary change across all sectors of the industry, sometimes losing sight of the real goal to ensure public health. In this session, we’ll review the proposed rules, their strengths and weaknesses, and how United’s response is designed to drive FDA to a recommitment to focus on the greatest needs and opportunities to prevent foodborne illness.

The Critical Need for Labor and Immigration Reform Hosted by the United Fresh Government Relations Council No other industry in America is as dependent upon an immigrant workforce as the labor-intensive fruit and vegetable sector. With tightening borders, mandatory E-verify, and real shortages of workers across the country, the produce industry can no longer wait for a solution to the immigration crisis with unauthorized

workers in the country today, and a workable guest worker program to meet future needs. Congress is finally addressing these issues seriously, but a final solution is not yet here. This session will focus on late-breaking information on Congressional negotiations and our industry’s efforts to finally resolve this critical economic policy issue.

New Transportation Regulations: Navigating Supply Chain Challenges and Costs Hosted by the United Fresh Supply Chain & Logistics Council The new federal Hours of Service Rule and the California Air Resources Board (CARB) regulations will have profound consequences on the entire produce distribution chain. Extended wait periods, reduced productivity, load delays and fines are just some of the repercussions facing the industry. And CARB regulations don’t just affect California companies; any companies with product passing through the state will be hit. In this in-depth session, find out how to protect your shipments and minimize the impact on your company.

MARKET SEGMENT BREAKFASTS & SUPER SESSIONS – MAY 16 Back by popular demand, United’s four market sector boards will each host Super Sessions that address specific issues and needs within their sector. No matter which part of the industry you’re in, the United Fresh Convention offers education designed specifically for you. With FDA’s proposed new food safety regulations affecting every sector of the business, each of these sessions will break down the rules to discuss specific issues affecting growers, fresh-cut processors, wholesaler-distributors, and retail/foodservice operators. So, grab some breakfast and then join your peers in one of these interactive hot-topic programs.

WORKSHOPS AND SUPER SESSIONS INCLUDED IN CONVENTION PACKAGE AND ALL ACCESS PASS

GROWER-SHIPPER SUPER SESSION Meeting the Challenge of New Health Care Costs and Requirements Produce industry employers are fast realizing that the Patient Protection and Affordable Care Act, known as Obamacare, will present transformational challenges to managing health care benefits and associated costs. The complexities and costs for seasonal workforce employers could be staggering. Hear from workplace benefits experts about health benefits strategies and possible solutions for produce industry operations. Plus, be the first to see the results of United’s 2013 Compensation and Benefits industry survey, with data that show the health benefits practices of produce industry companies nationwide.

FRESH-CUT PROCESSOR SUPER SESSION This Could Happen to You…Lessons Learned From Real-Life Recalls Does the fear of a product recall keep you up at night? You’re not alone. Sooner or later, almost all companies feel vulnerable to the possibility of being publicly scrutinized under the glare of media, customers and government with the future of your business on the line. But like many nightmares, that fear of the unknown soon passes and before you know it, you’re back to business as usual. In this session, you will learn from other processors’ real-world recall experiences, and why you must be prepared for the recall that you hope never comes.

WHOLESALER-DISTRIBUTOR SUPER SESSION Managing the Nerve Center: How to Improve Warehouse Operations to Benefit Your Bottom Line The warehouse is the central area through which nearly everything in your business must pass. Organizing inbound product, maintaining an accurate inventory and filling orders efficiently are key to your operation’s success. This interactive session will address how to analyze your warehouse operations and find opportunities to increase efficiency and reduce costs.

RETAIL-FOODSERVICE SUPER SESSION Implications of a Changing Food Culture This session looks deeply into American food culture today, examining a new research report from the Hartman Group on the underlying forces shaping how consumers eat, shop and live. Hartman’s new study – Ideas in Food – concludes that food doesn’t just enable culture, it IS culture. You’ll take away insightful perspectives that can help shape successful front-line sales and merchandising strategies that can appeal to today’s retail and restaurant consumers.

EDUCATION - LEARNING CENTERS SHOW FLOOR LEARNING CENTERS United Fresh offers two specialized learning centers, right on the show floor, featuring daily, interactive discussions led by industry experts and thought leaders on a range of topics.

FRESH MARKETPLACE LEARNING CENTERS Opportunities to Drive Produce Sales to Schools Schools are a growth opportunity for produce. Many schools have doubled their produce purchases as they offer salad bars, healthier school lunches, and more fresh fruit and vegetable snacks. Learn how foodservice directors are using fresh fruits and vegetables to create healthier school food environments, what they need from produce suppliers, and how you can develop collaborative partnerships to achieve shared goals.

Women in Produce: Inspiring the Next Generation Back by popular demand, this inspirational panel moderated by 2012 Women in Produce honoree Dan’l Mackey Almy brings together past honorees to share their personal stories of leadership. Take part in this fascinating discussion among women leaders as they share their triumphs, lessons learned and advice for future generations.

The Exploding Organic Category The organic produce category continues to see tremendous growth. What started as a niche market in natural food stores, it is now a standard offering across major retail outlets. In this session, we’ll explore how the category has grown over the years, where it’s headed and how produce marketers and retailers can maximize this opportunity.

How Consumer Packaging Can Invigorate Your Brand A great package can make the difference between a product staying on the shelf or going into a shopping cart. As more products in the produce department are getting wrapped, bagged and boxed, find out how successful consumer packaging can invigorate your brand and help you sell more products.

Retail Merchandising Strategies From the Best Winners of the United Fresh Produce Manager Awards Program know first-hand what moves products in their stores. Join this panel of our award-winning produce managers to hear creative merchandising strategies that engage consumers and ultimately sell more produce.

In Search of Freshness How do shoppers define “fresh”? What are they looking at when they judge a store “really fresh” or “not exactly?” Hundreds of interviews have yielded some key flashpoints in store that impact fresh image the most. Learn how to accentuate freshness in your quest to differentiate yourself from the competition.

Restaurant Flavors and Trends From the Best Winners of United’s 2013 Produce Excellence in Foodservice Awards are leading trends in flavors and foods delighting consumers today. This lively panel of our expert chefs from multiple formats will explore what’s trending hot across all foodservice sectors.

How Retail Dietitians Can Help Sell More Produce With more than 400 registered dietitians working in U.S. supermarkets, these ambassadors for healthy eating can have a major impact on produce purchasing. As the fresh produce sponsor of the new Retail Dietitians Business Alliance, United brings together Supermarket Guru Phil Lempert and our expert panel of supermarket dietitians to explore ways suppliers and retailers can work together to grow produce sales.

FRESH TECH LEARNING CENTERS Annual Science Symposium Come see the “best of the best” in cutting-edge research affecting the fresh and fresh-cut industry, at this session presented in partnership with the S-294 coalition of university and government researchers. After the workshop, head over to our Research Poster Session to review the newest research reports from university and government scientists.

Environmental Monitoring and Control of Listeria Following the devastating effects of a Listeria outbreak tied to a produce packing house, industry experts have come together to review the latest scientific information on monitoring and control. This workshop will review United’s new Guidance Document on Listeria and what you need to know about preventing contamination in your facility.

The Produce Traceability Initiative (PTI): Past, Present & Future When the Produce Traceability Initiative (PTI) was launched, steering committee members anticipated the industry would be able to complete all milestones toward a whole-chain, electronic traceability system by 2012. Did something go wrong, or did members have unrealistic expectations? This session will examine today’s PTI – the state of adoption of various practices and milestones in different sectors of the industry – and then look to the future. What are we likely to see in industry traceability practices in the near-term, and are we still headed toward a total supply chain solution?

A Crisis Is Not the Time to Draft a Crisis Plan Have you ever looked at another company struggling through a recall and thought, “That can never happen to me?” Far too often, your own crisis is right around the corner. Don’t be caught off guard! Now’s the time to turn to United’s Recall Crisis Preparedness Team to learn these essential strategies to survive.

FSMA: The Food Safety Regulatory Revolution The Food Safety Modernization Act is set to a have a profound impact on the produce industry, from farm to retail. FDA’s proposed regulations would demand revolutionary change across all sectors of the industry, sometimes losing sight of the real goal to ensure public health. Building on our earlier FSMA workshop, we’ll review United’s response to FDA’s proposed regulations, and show you how you can share your own views directly with FDA.

Food Safety Guidelines for the Fresh-Cut Industry Join us for the re-launch of one of the most important documents ever developed for the fresh-cut produce sector – the 5th edition of Food Safety Guidelines for the Fresh-Cut Industry. Experts from throughout the industry have worked to update facts and science for this always popular global fresh-cut standard reference.

Moving Produce Efficiently Through Border Crossings and Ports With more produce than ever crossing national borders by land and sea, shippers and receivers need a fair, fast and efficient system to handle our highly perishable fresh foods. Yet, borders and ports can often be the scene of political delays, labor disputes, and general bureaucracy that adds costs, impacts product condition, and disrupts the velocity in the supply chain. Learn how industry members are responding to increase efficiencies in this critical step in the supply chain.

Local Foods – Shifting the Balance of Opportunity A new study by Rabobank reports that growing consumer demand for local foods has reached a tipping point, developing into a mainstream phenomenon with some 25% of retail produce offerings coming from local producers. Find out how this shift is impacting the produce supply chain today, and what you can expect in the years ahead.

KNOW YOUR MARKET. ENGAGE YOUR CONSUMER. 8:00 – 8:30 am

Continental Breakfast

8:30 – 9:30 am Opening General Session: Inside Today’s Consumer Marketing guru Michael Sansolo kicks off our stimulation, presenting new results from the Coca-Cola Retailing Research Council Study that examines today’s consumer from the inside out. Consumer marketing is no longer defined by a list of demographics. It’s defined by the “need state” of the shopper. Sansolo shows how marketers must understand consumers’ needs, moods and lifestyles to know what’s impacting their purchasing decisions. Speaker: Michael Sansolo, President, Sansolo Solutions 9:30 – 10:30 am General Session: Multi-Cultural Marketing & Merchandising Today, more than one-third of the U.S. population is multicultural. By 2040, that number will rise to one half. What significance does this have for food providers? It means those who compete effectively for these customers will be in a position to profit from this growth. But those who ignore the changing marketplace—or make only token efforts—will not find success. In this session, we’ll take a look at different population demographics and their buying habits, and then take a deeper dive into the shopping and consumption patterns of Hispanic consumers, one of the fastest growing segments of the U.S. population. As a contributor on NPD’s latest It’s Mealtime With Hispanics study, marketing strategist,Terry Soto will show attendees how to optimize their marketing and merchandising strategies to successfully grow produce sales among this growing population. Speaker: Terry Soto, President and CEO, About Marketing Solutions, Inc. 10:45 – 11:45 am General Session: The Impact of Social Technology on Food Culture Social media has dramatically changed today’s food culture by influencing how consumers think about, talk about and experience food. Consumers are now active participants, looking to bloggers and online opinions to expand their culinary horizons and make purchase decisions. Hear insights and recommendations on how companies can leverage social media to build meaningful and profitable relationships with consumers. Speaker: June Jo Lee, Vice-President, Strategic Insights, Hartman Group

11:45 AM – 12:45 pm Networking Luncheon: Strategies to Enhance Produce Marketing & Merchandising Skills and Knowledge Speaker: Roger Pepperl, Marketing Director, Stemilt Growers, LLC Chairman, United Produce Marketing & Merchandising Council 1:00 – 2:15 PM Retail Merchandising Strategies that Engage Customers After 20 years advising retail supermarkets on how to engage customers, Harold Lloyd knows a thing or two about merchandising strategies to drive sales. In this interactive session, Harold will share practical insights and proven merchandising strategies that he’s gathered from researching thousands of customers in retail stores nationwide. Come learn why customers shop where they do, what influences their purchases, and simple but effective tactics that will expand their shopping time, increase sales and change buying behaviors. Speaker: Harold Lloyd, Harold Lloyd Presents 2:15 – 3:15 pm General Session: Who’s the Next Buyer? First came X, then came Y…and now comes Generation Z. This budding generation, born into a world where the internet has always existed, is already making an impact in the marketplace. Learn how to close the generation gap with thoughtprovoking research by NPD Group that shows what trends are driving tomorrow’s most powerful consumers. Speaker: Darren Seifer, Food & Beverage Industry Analyst, NPD Group 3:15 – 4:00 pm Closing General Session: All Things Fresh – Riding the Wave In this closing session, Nielsen Perishables Group will introduce you to the consumer groups that are driving successful products not only in produce, but across fresh foods – and those consumers might not be who you think they are. Learn how various consumer priorities are impacting wins and losses across fresh food categories, and how retailers and foodservice leaders are capitalizing. Meeting the needs of these top fresh consumers and developing strategies that resonate with them is key to success in the years ahead. Speaker: Kelli Beckel, Senior Marketing Manager, Nielsen Perishables Group 4:00 – 5:00 pm

Networking Reception

UNITED FRESH NETWORKING United’s networking events are the perfect place to build new business connections with friends, colleagues and industry leaders. NEW

Wholesaler-Distributor Networking Reception Tuesday, May 14

Join the United Fresh Wholesaler-Distributor Board for this special networking opportunity honoring the wholesaler and distributor community. This reception is the ideal place for meeting your colleagues face-to-face and sharing ideas that benefit the fresh produce industry. RSVP required. NEW

Welcome Aboard Reception Tuesday, May 14

Prior to the Opening Party, United will greet all new members, new exhibitors and first time attendees with a welcome reception. Invitation only.

Opening Party Aboard the USS Midway Aircraft Carrier* Tuesday, May 14 Climb aboard the historic USS Midway at United’s Opening Party! Experience an unforgettable adventure as you explore one of America’s longestserving aircraft carriers. Stroll the flight deck with a spectacular view of San Diego’s harbor and explore aircraft spanning 50 years of military service. It’s the perfect way to relax with friends and catch up with business contacts.

Trade Show Happy Hour Wednesday, May 15 Business takes on a more relaxed and friendly environment during happy hour on the show floor. Exhibitors will offer a variety of hospitality for all attendees to enjoy while exploring the show floor and meeting with exhibitors.

Reception Honoring Women in Produce* Wednesday, May 15 The annual Reception Honoring Women in Produce is one of the most popular networking events for both men and women at the United Fresh show. This special reception honors all women working in the produce industry and recognizes one outstanding female industry leader.

Chairman’s Reception & Produce Celebration Dinner* Thursday, May 16 Join in the celebration and cheers as the produce industry honors retail teams from around the country for their outstanding produce managers, and leading chefs are recognized for innovation in foodservice. This extraordinary dinner is the must-attend event of the week as we pay special recognition to those that work hard to increase consumption of fresh fruits and vegetables. *Requires Convention Pass or All Access Pass

DISCOVER SAN DIEGO

San Diego is one of the country’s most popular destinations. The city offers a tantalizing variety of outdoor activities on its extensive beaches and natural deep-water harbors. There’s something for everyone in California’s second largest city. Visit www.unitedfresh.org to learn more about all San Diego has to offer.

San Diego Hotels Through our official housing partner, Experient, we offer our attendees reduced hotel rates at our headquarters hotels, the San Diego Marriott Marquis & Marina and the Manchester Grand Hyatt.

San Diego Marriott Marquis & Marina

Manchester Grand Hyatt

Reserve your hotel room when you register online at unitedfresh.org! Hurry, online housing closes April 10, 2013.

Register today for United Fresh 2013 and you’ll be automatically entered for United’s Taste of San Diego Giveaway! You could win a gift certificate to one of San Diego’s finest restaurants. Each winner receives a $100 gift certificate, courtesy of our promotional sponsor, Diversified Restaurant Systems, Inc., to entertain colleagues, customers or an outstanding employee. The sooner you register the greater your chance to win! unitedfresh.org 202-303-3400

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