May 8, 2014
In Today's Issue:
Driving Repeat Demand: How to Engage the Consumer Post Purchase - Webinar

Dan Tyre is one of the featured speakers at the Retail Produce Marketing & Merchandising Conference, June 13 at the United Fresh 2014 convention in Chicago.

United’s Produce Marketing & Merchandising Council invites industry members to sign up for a complimentary webinar, “Driving Repeat Demand: How to Engage the Consumer Post Purchase.”

The one-hour online event will feature Marketing Guru Dan Tyre, Hubspot, who will share strategies on how to engage consumers once a purchase has been made. From QSR codes and packaging techniques, to couponing strategies tied to shopper loyalty cards, Dan will showcase ways that companies can continue to build their brand, even after the products are in the grocery cart.

Dan Tyre is one of the featured speakers at the upcoming Retail Produce Marketing & Merchandising Conference,  June 13 at the United Fresh 2014 convention in Chicago. During the webinar, you’ll also hear from Roger Pepperl, Director of Marketing, Stemilt Growers and Chairman of he Produce Marketing & Merchandising Council, as well as marketing strategist, Tim O’Connor, about what to expect at this year’s conference.

At HubSpot, Dan Tyre has pioneered the concept of alignment between sales and marketing known as "Smarketing," a core tenet of inbound marketing now followed by thousands of companies around the world. He’s been instrumental in the creation and growth of several sales teams that are now thriving hives of activity at HubSpot, including the International, VAR, Emerging Business, and Spider Monkey teams.

This webinar is FREE for United Fresh members and $50 for non-members. Register today, and don’t forget to register for the Retail Produce Marketing & Merchandising Conference at United Fresh 2014 in Chicago!

This program is part of the United Fresh 2014 Webinar Series. For more information on the webinar, please contact Shannon Young at 202-303-3405. For more information on the Retail Produce Marketing & Merchandising Conference or United Fresh 2014, please contact John Toner at 202-303-3424.


Build Your Brand and Consumer Demand at United’s Post-Show Conference

Looking to take your marketing & branding expertise to the next level? Don’t miss your chance to interact with expert speakers and panelists at the Retail Produce Marketing & Merchandising Conference!  Speakers from across the broader food industry will share the insights and practical experiences you need to drive marketing innovation.

Legendary brand strategist Al Ries provides a keynote address about the role of brands in today’s food marketplace. Special attention will be focused on branding in fresh foods, and how the brand experience in the broader food industry can illuminate the brand opportunity in produce. Ries is a renowned brand positioning expert who has worked with many of the world’s largest companies, including Microsoft, Intel, Procter & Gamble, Samsung, Siemens, Apple, Xerox, Disney and many others.

Other session topics include:

Building Brand Awareness/Purchase Intent with the Consumer
Learn how food companies can build brand awareness before consumers even come into a retail store. Tactics include a wide range of strategies for social media, advertising, public relations, and more.

Product Design and Packaging to Create Brand Recognition
With thousands of competing products, how does product design maximize brand recognition? Hear how new and creative packaging designs have impacted the world of produce.

The Eataly Experience
Hear from the general manager of Eataly Chicago Raffaele Piarulli about the company’s goals and strategies for the Eataly experience creating a retail environment as the brand.

Point of Sale and In-Store Merchandising to Drive Brand Purchase
Examine what captures consumers’ attention once they’re in the store. How do POS materials, signage, kiosks, special displays, etc. affect consumer behavior? How can brand marketers who’ve already raised consumer awareness make sure shoppers can find their brands in store?

Engaging the Consumer Post Purchase to Drive Repeat Demand
How do you continue to engage with the consumer post-purchase, ensuring his/her desire to come back and buy again? Learn strategies for engaging consumers post purchase, from QSR codes and other contact information on packaging to individualized couponing tied to shopper loyalty cards.

For details about session speakers visit the Retail Produce Marketing & Merchandising Conference webpage. Contact John Toner at 202-303-3424 for more information.

Experts to Offer Consultations at United Fresh 2014

United Fresh’s annual convention will offer more value this year when the Expert Consultation Center debuts at the trade show. The center’s experts will hail from across a broad spectrum of business services, including consumer research, marketing, crisis communications, sustainability and more.

"I’m excited to be in the consultation center this year at United’s convention to meet with our industry's senior executives and discuss ways to think strategically about their business future,” said Julie Krivanek, a management consultant who will be at the center.

“We value the opportunity to speak one-on-one with produce industry executives about their goals and concerns,” said Mark Gale of Charleston/Orwig, a communications marketing firm. “Having the consultation center available during the United show is great way to build relationships.”

United Fresh 2014 will soon receive the United Fresh 2014 Expert Consultant Guide, which includes a complete list of the center’s consultants. For more event information and to register for United Fresh 2014, visit the show website. To sign up as an expert consultant in the center, contact United John Toner at 202-303-3424.


Did You Miss United’s Webinar on the Affordable Care Act? Watch the Replay Now

If you missed United’s informative webinar “Managing Your Responsibilities Under the Affordable Care Act” on April 30, you can watch a recording to catch up on the information. The webinar was offered by United’s Grower-Shipper Board and the Finance & Business Management Council and featured attorney Christopher Condeluci, an ACA compliance expert from the Venable law firm in Washington, DC. 

Click here to watch the webinar recording. The webinar is free for United Fresh members (user ID and password will be required) and $50 for non-members. For full more information, contact United Education Manager Shannon Young at or 202-303-3405.


Going to United Fresh 2014? Tell Us Your Favorite Things to Do in Chicago

United Fresh 2014 is just a month away. Thousands of produce industry executives will be meeting in the Windy City for United’s education, networking and to enjoy all that Chicago offers.

Got great ideas for restaurants, sightseeing or other activities in Chicago? Share them with your industry colleagues on United’s Facebook page. We’re sure to see lots of great suggestions, so be sure to visit our Facebook page often for ideas of how you can make the most of your time in Chicago at United Fresh 2014!


Win $25,000 at the Salute to Leadership Raffle

At the United Fresh 2014 convention in Chicago, one lucky person will win the $25,000 Grand Prize for the “Salute to Leadership Raffle.” 

Proceeds from the raffle support the United Fresh Foundation. Tickets are just $100 and winner’s name will be drawn at the Produce Celebration Gala on June 11. 

Winners don’t need to be present to win (though it’s more fun if you’re there in person!), and you can purchase as many tickets as you like! Don’t miss your chance to win! Buy Your Tickets Today! 

For more information about the Salute to Leadership Raffle, contact United's Education Manager, Shannon Young at 202-303-3405. 


United’s Robert Guenther Named as a Top Lobbyist for 2014

CEO Update, a Washington, DC-based association management publication, has named United’s Robert Guenther to its annual list of top lobbyists. The publication cited Robert’s work on the 2014 Farm Bill, including coordination of the Specialty Crop Farm Bill Alliance, as a high mark for his service to the produce industry. “In this last farm bill we really established ourselves as a key component of agriculture policy,” Guenther said in the CEO Update article.

We are proud to have Robert on the United team working for our members and the industry. Congratulations!


Time’s Running Out to Be a Winner and Enjoy the Taste of Chicago – Register for United Fresh 2014 Today

Register today for United Fresh 2014 and you'll be automatically entered for United's Taste of Chicago giveaway. You could win a gift certificate to one of the best restaurants in Chicago! 

This week’s drawing features these great Chicago restaurants: Bub City, foodlife, and Hub 51.
Last week’s winners were Gregory Cessna of Consumer Fresh Produce, Amanda Corbett of Walgreens and Pete Piazza of Piazza Produce. Congratulations and bon appétit!
Every Friday through June 6, 2014, United Fresh will draw three lucky winners from the United Fresh 2014 registered attendee list. Each winner will receive a $100 gift certificate to one of Chicago's finest restaurants, courtesy of our promotional sponsor Testa Produce, Inc. 

Watch for the weekly announcement from United Fresh to see if you're a winner and Register now for United Fresh 2014 for the best chance to win!


Wedding Bells Ring for Naturipe’s Kyla Garnett and United’s Jeff Oberman

The United Fresh family offers its warmest wishes to Kyla Garnett and Jeff Oberman, who were married in a beautiful ceremony May 3 at the Santa Cruz Arboretum,University of California. Kyla is marketing manager at Naturipe and Jeff is vice president of trade relations for United.
“Kyla and I were thrilled to bring our families together and celebrate our wedding with good friends and the produce industry, which brought us together," said Jeff. With the convention only a month away, we took a short honeymoon to nearby South Lake Tahoe to recharge and celebrate!"

Congratulations to Kyla and Jeff on your marriage with wishes for many years of happiness together! We look forward to seeing you both soon at United Fresh 2014!


New Member Welcome

Each week, United Fresh welcomes its newest partners in building a stronger produce industry.

  • Global Bloom, Bronx, NY
  • ProExport Columbia, Miami, FL


United Fresh thanks all current members for their dedication to the association and the produce industry. Please let us know whenever we can be of service to you. For more details about the benefits of membership, please contact Miriam Wolk at 202-303-3410.


Upcoming United Fresh Events

Join us for events designed to grow your business:

Driving Repeat Demand: How to Engage the Consumer Post Purchase - Webinar
May 15

Produce Inspection Training Program
Jun 2-6, USDA SCI Training & Development Center, Fredericksburg, VA

United Fresh 2014
Jun 10-13, McCormick Place, Chicago, IL

2014 Washington Public Policy Conference
Sep 8-10, Hyatt Regency Washington on Capitol Hill, Washington, DC

Produce Inspection Training Program
Sep 22-26, USDA SCI Training & Development Center, Fredericksburg, VA