Hero- exhibitor storm surge


Exhibitor Storm Surge

Monday, February 10, 2020
1:00 – 5:00 pm

Exhibiting represents a significant investment of human and financial capital. When executed properly, your exhibiting program should visibly support your core business objectives and deliver measurable value beyond cost.

Join exhibitors from across the industry for the Exhibitor Storm Surge* – a half-day education session specifically designed to address ways to improve your exhibiting experience year-round.


Who Should Attend:

  • Marketing teams looking to enhance their year-round exhibiting strategy
  • Marketing firms looking to provide expert content to their clients on exhibiting best practices
  • Sales teams looking to streamline their booth strategy and improve ROI
  • Sales team leaders looking to learn more about what retailers expect in this sales climate

Key Takeaways:

  • Learn how to make exhibiting a profitable investment, not a chance appearance
  • Gain best practices for booth etiquette and attendee engagement from industry veterans
  • Learn how retail, foodservice, and wholesale buyers use tradeshows to build relationships and make decisions


Addressing Critical Exhibiting Success Factors: Improve Tradeshow Performance & Results
1:00 - 2:45 pm

Participate in a “hands-on, minds on” session with leading tradeshow productivity expert Jefferson Davis of Competitive Edge. With 30 years of experience, and over $800 million in results from tradeshows, Davis will walk you through the key perspectives and strategic practices that make the difference between expensive appearances and productive, profitable investments.


Facilitate Exhibitor Panel Discussion
3:00 - 3:50 pm

United Fresh 2020 exhibitors will come out from behind the booth to share their first-hand experiences and best practices that have led to their success year after year on the United Fresh trade show floor, and others.


  • Dennis Christou, Vice President of Marketing, Del Monte Fresh
  • Morgan Maitoza, Marketing Coordinator, California Giant Berry Farm
  • Leslie Simmons, Vice President, Dave’s Specialty Imports, Inc
  • Moderated by: Nate Siblock, Vice President, Group Account Director, Impact XM


Inside the Mind of the Produce Industry Buyer Panel Discussion
4:00 - 5:00 pm

You’ve probably heard the saying “the buyer’s perception is the seller’s reality.” Hear how retail, foodservice, wholesale and other buyers use tradeshows to build relationships and influence buying decisions. Learn first-hand what they’re looking for in terms of engagement before, during and after the in-person event and how these critical touch points can make or break the sale of your career.


  • Larry Lee, Sustainability Coordinator, Hardie’s Fresh Foods
  • Mike O’Brien, Vice President of Sales & Marketing, Monterey Mushrooms, Inc.

Jefferson Davis, President, Competitive Edge

Jefferson Davis is a consultant, trainer, speaker, and author with 33 years exhibiting experience. Davis has executed exhibits at over 200 tradeshows and has developed his practical, workable processes that address critical exhibiting success factors.

Since 1988, Davis has been studying how to make tradeshows more productive and profitable. In 1991, he wrote his first seminar “The Seven Secrets of Successful Tradeshow Selling” and marketed it to tradeshow organizers as a way to help exhibitors get better results. In 1991, Davis founded Competitive Edge, an exhibitor education and training consulting firm. Competitive Edge provides clients with the latest and best ideas, information, knowledge and skills through multiple media, at the right time frames in the show execution cycle.

Competitive Edge has become the most prolific and successful exhibitor educational and training firm in North America. Show organizers and exhibitors of all sizes, in all industries, utilize Davis’ experience and knowledge to help improve their exhibit program to gain maximum ROI and provide more valuable experience for show attendees, including over 50 of the TSNN Top 250 Tradeshows.


This event is free for any BrandStorm attendee who is also a registered United Fresh 2020 exhibitor, and $95 for any BrandStorm attendee who is not currently a United Fresh 2020 exhibitor. 

For more information, contact Amanda Griffin, Vice President, Education & Program Management at 202-303-3412.

*Attendees must be registered for BrandStorm to participate.