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Adam Cooper, SVP of Marketing

Q&A with the Wonderful Company on the upcoming United Fresh show

Could you elaborate on Wonderful’s decision to exhibit at United Fresh’ virtual trade show?
“The United Fresh Expo has always been a good show for us – particularly for Wonderful Citrus from a timing perspective,” says Adam Cooper with The Wonderful Company. “The show gives us a good opportunity to highlight what happened during the season (as we just ended the season for Wonderful Halos mandarins and Wonderful Seedless Lemons) and to reveal insights about what’s coming for fall.”

How do you prepare for a virtual trade show?
“While there’s no travel involved, our preparation is similar to other years,” Cooper mentioned. “It includes determining the most important news to share with our industry partners, and designing a way to showcase our brands to convey those same messages.” From a technical standpoint, the preparation is different, but the company is still building a booth; it’s simply a virtual layout. “Our teams have adapted to the new format and are looking forward to the show.”

Exhibitors are transitioning from an in-person event to a virtual event. What are your expectations?
United Fresh is a great touchpoint to connect with retailers and other stakeholders in the industry. “These relationships are crucial to our operations and we hope this year’s show will continue to be an opportunity to build with our partners, even if we’re meeting over video conference or by phone, instead of in person.”

What will you be featuring at the show?
“We’ll be showcasing a variety of The Wonderful Company products that have been thriving for us this year.” This includes Wonderful Pistachios No Shells, which have seen continued growth and success with the launch of our new No Shells Chili Roasted and Honey Roasted flavors, and the “Almost Everyone Loves No Shells” campaign, which showcases the brand on television for the first time. “We’ll also discuss our current plant-based protein campaign that includes digital media, in-store bins featuring a pistachio tree to bring our plant-based messages to life, and now a television ad spot, which will launch in June.” These tools continue to be helpful to convey the health messages to consumers during this time of increased attention on functional foods, and while meal and snacking occasions have increased in homes across the nation.

“With the highest antioxidant association of any brand in the Super Premium Juice category, we’re also excited to discuss how POM Wonderful 100% Pomegranate Juice is doing very well since consumer demand for products with antioxidants and immunity benefits has grown recently.”

The Wonderful Company is also a sponsor of United Fresh LIVE! Could you elaborate on that?
“As a brand sponsor of United Fresh LIVE!, The Wonderful Company will have the opportunity to customize our booth experience, showcase and release video assets through the show’s platforms, and receive additional branding throughout the show, including during live programming.”

Adam Cooper
The Wonderful Company
Tel: +1 (310) 966-4665


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