About 5,000 attendees are expected to converge at the 2023 New York Produce Show and Conference for opportunities to learn from and network with other produce professionals.
Industry experts, manufacturers, retailers and others from throughout the world will gather Dec. 5-7 for this year's event in New York City.
“It's the 14th annual show and, we're looking forward to welcoming everyone to New York for a great three days,” said Susan McAleavey Sarlund, executive director of Eastern Produce Council, New Providence, N.J., which co-presents the show with Produce Business.
One slight change to this year's show is the consolidation of two seminars — the Global Trade Symposium and the Foundational Excellence program — into the first day. This was done in consideration of attendees' schedules since the show now spans three days instead of four, McAleavey Sarlund said.
Another change is the host hotel, which will now be the Sheraton New York Times Square.
Those attending the show run the gamut from those just starting their professional careers to those with decades of experience, McAleavey Sarlund said, as well as others transitioning into the fresh produce industry.
What's on the agenda?
The show's first day features two seminars: the Global Trade Symposium, which will be a discussion of importing and exporting in an ever-challenging world, and the Foundational Excellence program, a Cornell University program that is a career-building overview and educational immersion into the produce industry for those with less than five years in the field. Exhibitors can also set up booths during the day, which concludes with a cocktail party at the Sheraton hotel.
Day 2 begins with a keynote breakfast — held in honor of the late Jim Prevor, the show's founder – from 7:30-9:30 a.m., featuring actor, author, humorist and “people person” Scott Christopher. The opening of the expo follows at 10 a.m. in the Javits Center. (Shuttle buses will begin running at 6:30 a.m.)
The day will feature events such as chef demonstrations, educational micro sessions and Connect With Fresh Media Immersion, which includes consumer and trade publications and media influencers. And, of course, there will be 400 exhibitors ready to meet, connect and provide information.
The final day will feature a post-show event, Ideation Fresh Foodservice Forum, held at the Sheraton (7:30 a.m. to 4:45 p.m.), which will provide information such as how to innovate and execute, new marketing tactics and the trends of tomorrow. This event covers the role of produce in culinary innovation and foodservice profitability.
That afternoon, bus tours will offer glimpses into area retailers, which attendees able to choose among visiting retailers in Manhattan, Brooklyn or New Jersey or taking a trip to Hunts Point Produce Market or the Philadelphia Wholesale Produce Market.
Why attend?
For Thomas Joyner, president of Nash Produce in Nashville, N.C., relationship-building is one of the most important parts of the business. He says he attends the show to interact with current and potential customers — both at the company's booth and at event gatherings — and to check out seminars.
“We get a lot of information out of these seminars, and it's fresh perspective on things going on in the industry,” said his colleague, Robin Narron, marketing director and sales support. “You get to see what other people are doing well, what's working well, what's trending.”
“This show gives us an opportunity to meet customers, companies and vendors alike and spend some invaluable in-person time with them,” said Mark Munger, senior director of marketing for Ocean Mist Farms, Castroville, Calif. “The show also gives us a chance to connect with potential new customers. While we attend many regional shows each year, this is the only one we participate in that reaches this important Northeastern market.”
And while Jessica Wells, executive director of Crunch Time Apple Growers, Lockport, N.Y., enjoys networking, she also finds the tours “to be valuable in understanding the industry from both the retail and wholesale side of things.”
Zanelle Hough, director of sales for Nature Fresh Farms, Leamington, Ontario, will also be attending. “Our team is always eager to learn, and each show is a new opportunity to do that. From industry to customer and consumer, there is so much value in all the conversations. Whether it's learning about new industry advancements or new customer asks and needs, each show brings new insights.”
On the show floor
Nash Produce will be focusing largely on its value-added products at its booth.
“Convenience has become a big thing in the retail industry,” Narron said.
And the company will be providing information.
“Retailers want to know do we ship to certain areas; which packaging materials we have; and we've started to get a lot of sustainability questions,” she said.
Crunch Time Apple Growers finds the show is an excellent opportunity to showcase its apples, SnapDragon and RubyFrost, both to locals and people who visit from further afield.
Nature Fresh Farms plans to highlight its greenhouse innovation at this year's show, along with its ability “to provide the market with higher-flavor, higher-quality produce year-round, while doing so sustainability and with long-term food security in mind,” Hough said.
Meanwhile, on the retailer side, the Philadelphia Wholesale Produce Market will be highlighting its Chilly Philly, which is described as “an embodiment of our market's cool temperatures,” said Christine Hofmann, marketing coordinator. During the tour on Friday, it will encourage show attendees to take a selfie with Chilly Philly and it will hand out fresh Italian and vegetarian hoagies.
Earlier dates
The New York Produce Show is a can't-miss event, says Hofmann of Philadelphia Wholesale Produce Market. “It's important to stay in touch with the pulse of the industry, and the [show] brings together people from all over the world to share their experiences with produce. Whether it's growing, shipping, safety, selling, marketing, waste reduction, technology, the New York Produce Show covers the gamut.”
The biggest benefit of the show for Ocean Mist Farms is the chance to spend time with key Northeastern retail and wholesale customers.
“The setting is very relaxed and we find our customers are open to discussing business opportunities without the pressure of having to walk a huge show,” Munger said. “Each year we have also been able to connect with new customers and establish new business relationships. We continue to find immense value in participating in this show each year.”
Last year, the dates for the New York Produce Show were brought forward by two weeks.
That change works out well for Ocean Mist Farms.
“By early December we have fully transitioned to our primary winter growing region [and] this gives us the opportunity to share our winter crop forecasts with key customers who are attending,” Munger said. “The timing and platform of this show make it the perfect opportunity for us to set up winter and spring artichoke promotions and discuss other winter and spring crop promotional windows with our customers.”
“Thanksgiving is such a busy time in the retail business,” McAleavey Sarlund said. “This will be a week and a half after Thanksgiving and before the Christmas rush, so it works out much better because people have commitments and family obligations, and as you approach Christmastime it gets busier and busier. Moving it up was a great decision.”