Page 7 - Super Floral > September 2016 Issue
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        Becky Roberts of PMA shares highlights of October’s Expo.

   Floral and produce leaders from all segments of the global supply chain will meet                                 Becky Roberts
from Oct. 14 to 16 in Orlando, Fla., when the Produce Marketing Association
(PMA) convenes its 2016 Fresh Summit Convention and Expo. Super Floral talked                fresh summit 2016
with Becky Roberts, PMA’s director of volunteer relations and floral, to find out what
floral attendees can expect.                                                                   WHEN Oct. 14-16
                                                                                               WHERE Orange County Convention
QWhat are some of the highlights that floral attendees can look forward to?                    Center; Orlando, Fla.
              This year’s theme for our floral programming is “Where Bright Ideas Blos-        REGISTER TO ATTEND Visit www.fresh
           som.” Floral attendees can look forward to three floral-specific workshops,, or call (302) 738-7100.
a networking reception and leadership award, and the destination Floral Pavilion on
the trade show floor.                                                                        floral value

   New this year, we will have Floral Buyer Roundtables at which floral sellers can                Fresh Summit’s “Floral All-
hardwire meetings with retail floral buyers. Think of it as floral speed dating! The           Access Pass” includes the con-
Fresh Ideas Floral Showcase is also new this year, providing floral-specific innovative        vention’s Welcoming Reception, all
product ideas.                                                                                 general sessions and workshops,
                                                                                               all expo days, and the Floral Net-
   As in years past, PMA is recruiting high-level executives from the “buy” side of the        working Reception.
industry—that’s floral buyers as well as vice presidents of produce and floral. Our
exhibitors and other floral attendees appreciate being able to engage with buyers.                 Registration through Sept. 9 is
                                                                                               $830 for members and $1,245 for
QWhat are the topics of the floral workshops?                                                  nonmembers. After Sept. 9, it is
              The topics include marketing strategies, global trade flows affecting the        $980 for members and $1,470 for
           U.S. and trends within mass-market floral. Other workshop topics, such as           nonmembers.
consumer trends and social media marketing, will be of interest to floral professionals
as well.                                                                                           Floral buyers receive significant
                                                                                               registration discounts; call (302)
QWill the “Floral Marketer of the Year” award be presented during the                          738-7100 for more information. Flo-
           Floral Networking Reception?                                                        ral sellers can call that number
              Yes, and this will be a special one. This will be our 35th “Floral Marketer      to register for the Floral Buyer
of the Year” award! The reception is from 5:15 to 7:30 p.m. Saturday, Oct. 15.                 Roundtables.

QAre you expecting continued growth in the Floral Pavilion?                                23september 2016 /
              Judging by the high level of interest the Floral Pavilion continues to get
           from both attendees and exhibitors, we definitely expect that it will continue
to grow—in size, draw and influence. The 2016 Floral Pavilion sold out months ago,
and we have a waiting list of companies hoping to get in. This year’s Floral Pavilion
will be 20 percent larger than last year’s in terms of square footage, with 13 percent
more exhibitors. More than 80 floral companies have signed up to exhibit so far.

QHow many exhibitors and attendees in total are you expecting?
              We are planning the largest Fresh Summit expo ever, with more than
           1,100 exhibiting companies and nearly 300,000 square feet of space. We
are hoping the floral community will help us reach our 2016 attendance goal of more
than 20,000. sf
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