2016 FPFC Northern California Expo Features and Highlights

Wed. April 20th, 2016
- by Laura Hillen     


PLEASANTON, CA – The latest installment of FPFC’s Northern California Expo has come to a close, finding this year’s event full of new products, diverse displays, and enigmatic attendees.

From Left to Right: Raley's Supermarket's Charles Hunt, Edge Marketing's Lisa Davis, Raley's Supermarket's Steve Parker

With upwards of 150 exhibitors and 1500 attendees, Carissa Mace, President of the Fresh Produce and Floral Council, says that in addition to the colorful booths and well-thought out displays, attendees come back every year because of the Expo’s winning combination of location and reputation.

Carissa Mace, President, the Fresh Produce and Floral Council

“People love it up here because it’s an easy in-and-out show for both exhibitors and retailers, and other attendees. They come in, they set up, they go. They see their customers they need to see within this particular geographic market,” Carissa tells us. “And the retailers like it because they can come any time of day. It’s good for everyone’s schedules."

Scot Olson, Vice President of Produce & Floral, Grocery Outlet, speaking with Veg-Fresh Farms

Scot Olson, Vice President of Produce & Floral, Grocery Outlet, Inc. tells me that Carissa Mace, President of the FPFC, has much to be proud of in creating a highly relevant Northern CA Fresh Expo.

"I always look forward to this show as it is the best opportunity for my team and I to connect with a significant amount of suppliers that we do business with. FPFC Fresh Expo has grown into an impactful show that we can have detailed, meaningful conversations with folks we do business with, or should be doing business with. The location, timing and format of this show is highly productive and does not take a significant amount of time away from our regular business week," Scot says. "Thank you FPFC for this wonderful opportunity and experience!"

In addition to the big buy-side names seen at the show, like Raley’s, Grocery Outlet, and Safeway, FPFC also welcomed an uptick in independent retailers in Pleasanton this year.

Naming a few independent retailers, like Berkeley Bowl and Big Boy Markets, Carissa says that the independent retailers add an important connection to the expo's exhibitors.

As my first show and introduction to the expo-half of the produce industry, I was fascinated by the innovative products being introduced to the industry, including multiple variations of nutrient-rich juices, which I could definitely take advantage of. Or scoping the jazzy presentations on produce staples, like the Ataulfo mango from the Freska booth. FPFC is the perfect expo with which to kick off my show season tastes. 

In the biggest and most coveted announcement for the event, congratulations to the winners for this year’s Best in Show booths:

  • Produce: Veg-Fresh Farms
  • Floral: Rocket Farms

From Left to Right: Veg Fresh Farms' Sandy Garcia, Anthony Innocenti,  Randy Cancellieri, and Kate Reeb

Veg-Fresh has been busy with an in-house marketing expansion, company rebranding, new unveiled logo, and new sustainable fiber trays. 

Kate Reeb, Marketing Director, Veg-Fresh Farms

"We are extremely pleased that our rebranding efforts have received such positive feedback," says Veg-Fresh Marketing Director, Kate Reeb. "The FPFC Norcal Expo was a perfect event to launch our new logos and our new products. It's very rewarding to see our customers excited about the direction we are going."

Make sure to check back tomorrow for your favorite produce industry faces in the FPFC Yearbook, and keep clicking back on AndNowUKnow for more industry updates.

Fresh Produce & Floral Council

 
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