AndNowUKnow Hits FPFC's Northern California Fresh Produce & Floral Expo 2017

Wed. March 29th, 2017
- by Melissa De Leon Chavez     

PLEASANTON, CA - Produce industry members gathered from near and far in Pleasanton, California, to connect and campaign yesterday, reigning in the annual Northern California Fresh Produce and Floral Expo.

While this was only my third year attending, I couldn’t help but notice a broader stroke in exhibitors, as well as a spike in those telling me it was their first year doing so. FPFC President Carissa Mace confirmed this when I asked her what set this Expo apart from the rest.

Carissa Mace, President, Fresh Produce and Floral Council

“This year we wanted to focus on bringing more independent businesses and foodservice distributors into the mix,” Carissa shared. “Much of the feedback we received from attendees and council members was a desire to invite a more diverse range of exhibitors, and the result has been a wider variety of both exhibitors and attendees. It’s been great to see more of those that act as the buying arms for the industry.”

From left to right: Coy Williams, Cameo King, Lizzie Hazlett, Greg Welch

In total, over 200 companies showcased their culture and products at 158 booths. On the buy-side, Raley's, Safeway/Albertsons, Whole Foods, Bel Air, and Grocery Outlet were amongst the turnout, as well as a number of distributors that feed into smaller, more independent markets.

With upwards of 1,000 attendees for the event, there was a comfortable buzz of energy in the intimate floor setting.

FPFC 2017 Expo Show Floor

While there were periodic sounds of small victories as a number of those in attendance won gift cards and various prizes from the raffle, it was the coveted Best in Show booths that ended the Expo with a bang.

Congratulations to the two title winners:

  • Produce: United with Earth Corp.
  • Floral: Kendall Farms

And another congratulations to the Fresh Produce and Floral Council, for putting on another successful event to welcome those from all corners to Northern California for some fresh foods, networking, and fun.

If you missed it, stay tuned! AndNowUKnow has more to come from this annual stone in the produce calendar.

Fresh Produce and Floral Council