The Packer’s Midwest Produce Expo has a new mindset, and it’s all about the millennials.
This year’s theme, “The Millennial Mindset” tackles critical information about how this generation is shaping the produce paradigm.
Scheduled for August 15-17 at the Crown Center Sheraton in downtown Kansas City, the show includes multiple education opportunities including reviews of research around the unique personality and shifting behaviors of the millennial segment.
“There are now six distinct living generations in America,” said Greg Johnson, editor of The Packer. “The Packer’s Fresh Trends research shows that today’s consumers want to get to know more about their food brands, and they look for authenticity. Millennials often make decisions on convenience versus price, and then find ‘purpose’ in their buy. The millennial consumer is also looking for healthy alternatives and transparency related to how their produce is grown and shipped, which of course is driving organic appeal.”
The conference’s keynote address will be delivered by millennial expert Matt Beaudreau from The Center for Generational Kinetics.
Exhibitors are encouraged to focus on the attributes of their product’s value proposition to this dominant and influential market.
“With nearly 25% of the buying power, millennials are the demographic driving change today,” said Shannon Shuman, vice president and publisher, produce, for Farm Journal Media. “Research shows that millennials are looking for an experience versus a deal, want to know where their food comes from, want to support a cause, want healthy choices – often organic, want convenience and rely largely on peer-to-peer reviews. It’s a daunting task—but success is highly rewarding.”
Interested in attending? Visit www.MidwestProduceExpo.com.