PMA’s Fresh Summit Draws Record Crowds

  • Nov 06, 2019

The Produce Marketing Association’s (PMA) Fresh Summit 2019 broke general attendance records this year, with more than 24,000 attendees, and secured a record-breaking audience at the Women’s Fresh Perspectives breakfast moderated by Jan DeLyser, CAC vice president Marketing, and headlined by Queen Latifah. Fresh Summit, which took place from October 17 – 19 at the Anaheim Convention Center, gathered retailers, industry stakeholders, media, dietitians and students from across the globe. The aforementioned breakfast session garnered widespread attention in trade media both before and after the summit.

The California Avocado Commission (CAC) exhibited along the  “broadway path” on the expo floor, drawing good traffic along the heavily-traveled walkway. Members of the Commission staff were joined by John Lamb, chairman of the CAC board of directors, and his wife Carol. Throughout the expo, CAC representatives met with booth visitors, including retailers, retail dietitians, industry stakeholders and the media, to discuss the upcoming California avocado season, the fresh-to-market advantages of the premium fruit and CAC marketing programs to support the crop.

CAC also participated in a Hass Avocado Board meeting where DeLyser highlighted CAC’s marketing initiatives. In addition, CAC sponsored the Produce for Better Health 2019 Education2Action Retail Dietitians at Fresh Summit program. As part of this sponsorship, dietitians visited the Commission’s booth in small groups to learn about avocado nutrition and available programs to support their California avocado communications.

The record-breaking summit showcased more than 1,200 exhibitors and provided the Commission with an important opportunity to remind customers of the value of California avocados.

CAC Vice President Marketing Jan DeLyser moderating the discussion with Queen Latifah at the Women’s Fresh Perspectives breakfast.

CAC representatives meeting with customers in the Commission booth.

A member of the media photographs part of the CAC team, including President Tom Bellamore, in front of the booth’s 40th Anniversary photo backdrop.

Smart N’ Final representatives with CAC’s David Cruz at the booth.

Retail Dietitians visited the CAC booth to learn about California avocado nutrition and programs.

From left, Pierre Bonnet of Del Taco, Jan DeLyser, Clay Wilder of Veg Fresh.

The Commission met with Marieke Hemmes of Fresh Plaza as part of the trade media outreach at Fresh Summit.

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