NEW YORK CITY — “It's been two years since we've seen everybody,” said Benjamin Walker, senior vice president of sales, marketing and merchandising at Baldor Specialty Foods, Bronx, N.Y.
Delight to see familiar faces and get down to business — in person this time — was evident among New York Produce Show and Conference attendees, all of whom were required by state mandate to show proof of full vaccination to enter the trade show held in the heart of Manhattan.
More than a dozen empty booths on the show floor were likely missing their company representatives because of their firms' COVID-19 policies, organizers said.
But many exhibitors said they were pleased by the turnout of attendees, especially the buyers, at the Dec. 13-16 show, which returned to the traditional in-person format after a virtual event in 2020.
In true industry fashion, the proof was in the food.
“We brought 700 hoagies, and we're pretty much out in the span of two hours. We were shocked,” said Christine Hofmann, marketing coordinator for the Philadelphia Wholesale Produce Market, as she and colleagues handed out the sandwiches and branded wool beanies from their booth.
Nearby, Philadelphia market general manager Mark Smith chatted with Phillip Grant, CEO and general manager at Hunts Point Produce Market.
“It looks good to us: a lot of good contact with customers,” Smith said as his gaze scanned the crowd.
Flexibility, acceleration, supply chain solutions and labor were themes woven through industry discussions.
One of several microsessions was the Canadian panel chat: “From Retail to Grower, What Makes Canada Unique and How to Profit From It.” Panelists were asked what their word for the year would be.
“Unity: Bringing together grower partners, retailers, consumers. We need everybody together to keep it running,” said Mimmo Franzone, senior director of produce, floral and merchandising services at Longo's, headquartered in Vaughan, Ontario, Canada.
There weren't as many companies offering edible samples as in other years, but the Peruvian Trade Commission's booth went all out with an asparagus soup, quinoa with grapes and passionfruit dressing, as well as a beet-infused, layered potato casserole with whipped avocado and olive tapenade.
Thirty-five percent of all Peru's exports come to the U.S., said Bernardo Muñoz Angosto, director of the Trade Commission of Peru in New York.
“When we talk about Peru here, we talk about commercial gastronomy,” Angosto said. “We use gastronomy to show the people how they can use our export products.”
The Hunts Point booth featured a photo game for participants to create social media images and gifs using the @huntspointmkt handle and hashtag for a chance to win an Apple watch.
“We're definitely pushing progress,” Grant said as he greeted people at his booth.
The show's block of conference hotel rooms was renegotiated to double capacity the week preceding the show, organizers said, and two rows of seats were added at the last minute behind the round tables at the keynote breakfast.
“I've talked to a lot of customers today,” said J.M. Procacci, CEO of Procacci Holdings, Philadelphia. “There've been a lot of opportunities, and that doesn't happen at every show.”
Ray Wowryk, director of business development at Nature Fresh Farms, in Leamington, Ontario, Canada, said this show is where they launched their new branding. He showed the company's new logo and how it's replicated across package labels and clamshell shapes, business cards, the website and signage.
“It's a good opportunity because the (Produce Marketing Association) show wasn't a go, and this is the first big show since then,” Wowryk said.
Nature Fresh Farms marketing director Stephanie Swatkow, who led the rebranding project, said the company hasn't exhibited at a show since the Southeast Produce Council show in February 2020. Hired in May 2020, the New York show was her first produce industry show ever.
“You can tell it's a relationship business because so many people know each other,” she said.
Live chef demonstrations entertained and informed attendees as they rested from their networking rounds and lunched.
The trade show also featured about 40 first-time exhibitors.
One such startup was San Francisco-based Silo Technologies, a Cloud-based software platform for buyers, growers and shippers to automate their operations and react to market trends in real time to run their business more efficiently.
“We sync your inventory, sales, accounting and payments, among other things, and adapt to change fast,” said Jarod Estacio, sales development representative.
Related events surrounding the trade show drew crowds, as well.
About 80 people were expected for the Global Trade Symposium, and 145 seats were reserved, organizers said. Bus tours took people to wholesale produce markets, retail stores and an indoor vertical farm across the Northeast region.
Keynote breakfast
New York agriculture commissioner Richard Ball opened the keynote breakfast with a thought leader panel, sharing about the state's accomplishments in the last two years.
“Over 3,000 producers are in the New York Grown & Certified program, and one of them is on this rooftop,” Ball said. “We worked with Hunts Point Produce Market on produce traceability guidance. This program helped us launch the Nourish New York program. We put together that program in one week, and it's been a lifeline for our families and farmers. Over $85 million was dedicated to this program, and the governor signed it permanently into law, providing food security.”
Ball and Joel Fierman, president of Fierman Produce Exchange and co-president of the Hunts Point Produce Market Cooperative Board, introduced and honored Myra Gordon, as she retires from the market after 35 years.
“When my cell phone goes off and it says Myra Gordon, I take that call,” Ball said.
Several people spoke of Gordon's importance to the industry and their careers.
“The reason the top three executive offices of EPC are filled by women is because of you,” said Marianne Santo, senior category manager of produce and floral at Wakefern Food Corp. and president of Eastern Produce Council, one of the show organizers.
The breakfast concluded with 16 industry members onstage for a thought leaders panel discussion on lessons from the past two years, as well as challenges and trends going forward into 2022.
