While there have been several virtual shows so far this year, for Giro Pack Fresh Summit will be the first virtual show at which they have decided to exhibit. “PMA has a reputation as a leader in our industry and we’ve increased our contribution and involvement in recent years. They’re known to put on a great event. I have the expectation that they’ll manage the changes and event as well as any other organization, creating an event that adds value to their members and participants,” says Chris Alvarez, who is the National Sales Manager at Giro Pack.
Focus on sustainability
For Giro Pack, the main focus for their packing products is on sustainability. “It’s an area where we can add value. We’ve changed our strategy as the market demands have shifted in response to the pandemic, but sustainability hasn’t gone away. Additional areas of importance for packaging have arisen with the pandemic such as food safety and traceability. Also, many of our partners have shifted their marketing efforts to promoting the nutritional benefits of their product; and we’ve needed to adjust our sales and marketing approaches to add value to their efforts and objectives,” says Alvarez. Despite these new areas of importance, Giro will still be highlighting their sustainable solutions: “At this year’s booth we will be highlighting our fully compostable packaging solutions, and new automation technology. To see what else we’re showing, you’ll have to stop by our virtual booth!” Alvarez says.
Samples of products are always an important and exciting part of trade shows in the fresh produce industry. This goes for Giro Pack too and with the virtual format there’s been a need for a pivot: “We generally exhibit using a large booth with a ton of samples with demo equipment on display. Prospective buyers and retailers can feel and touch something tangible. It’s also easier to connect and make a first impression with someone physically rather than from a screen, but we’re adapting as is everyone,” Alvarez shares.
He adds: “This new environment that we’re all facing has advanced some of the changes and actions related to digital marketing efforts. It’s forced us to re-evaluate our approach. We need to carefully plan our messaging, images and graphic design. Sometimes simple is better. I’m going to lean on our teams to put together something sexy that is interests people to see what we have new to offer their sales or operational efforts.”
The unique Fresh Summit energy
Overall, Alvarez hopes that this year’s virtual Fresh Summit will have a strong attendance and leave participants with a sense that it was beneficial to attend. “I also expect people to see that our industry is strong and has a bright future. Hopefully somehow the energy which is unique to PMA Fresh Summit can be found in some capacity through this new platform. We’re excited for the opportunity to participate and would like to encourage others to support the PMA, as they’ve done so much to support and grow our industry,” he concludes.