October 27-29, 2022

Orange County Convention Center
Orlando, Florida

2021 Fresh Summit Booth Application Process

2021 Fresh Summit Booth Application Process

How to Reserve Space

  • Submit this application with full payment by March 15 to be included in early booth assignments, done in priority point order. Note that all companies MUST apply to be part of the 2021 expo, even if they have a credit from 2020.
  • Appointment times will be emailed in early April and will begin April 19. Applications received after March 15 will be assigned in order of date and time received after early appointments are completed.
  • The deadline to cancel or downsize and receive a refund, minus the $150 processing fee, is May 28. We understand this is a difficult time to plan, so if your company is still experiencing hardships after May 28, please reach out to discuss all of the options.

2021/2022 Priority Point Modifications

Priority points are used to determine the order in which booth locations are selected. Due to the circumstances in 2020, we have made some modifications to the standard priority points system. All other aspects of the system will remain the same, as outlined in “How Priority Points Work.”

In 2021:

2021 priority points will be calculated as follows:

  • The points calculation used for 2020 booth assignments, which includes the annual timeframe of August 1, 2018 – July 31, 2019 will be used.
  • Those who exhibited/sponsored the 2020 virtual event will receive an additional 2 priority points in the “Loyalty” points category, as would have been earned for participation in the in-person event.
  • Additionally, those who left $1,500 or more of their 2020 booth payment as a credit or used it toward another PMA opportunity will receive:
    • 2 points for leaving/spending $1,500 or more
    • Additional 5 points for leaving/spending $25,000-$44,999
    • Additional 10 points for leaving/spending $45,000-$89,999
    • Additional 15 points for leaving/spending $90,000 or more
  • Sponsorship opportunities found here and included on this booth application WILL be counted in the spend amount used to determine additional priority points outlined above.

If your company spent and/or has credit remaining from 2020, PMA will notify you of that amount via email. You may also contact [email protected] for more information.

In 2022: 

  • The annual timeframe of August 1, 2019 – July 31, 2021 will be used to calculate the “Participation” points category. All other aspects of the points system will work as in the past

Payment Options

Your booth will not be assigned until payment has been received. The following payment options are available within the booth application:

  • Credit Card (Visa, Mastercard, American Express, Discover)
  • Check
  • Wire Transfer
  • Credit your company has with PMA from 2020*

    *By selecting this option, the total amount of 2020 credit will be moved to your 2021 booth order and you will be invoiced for any outstanding balance once your booth size and pricing is confirmed. If your credit does not cover the full $1,500/$3,000 deposit, you will be invoiced for the remainder, which is due upon receipt.

Cancellation & Downsizing Policy

Any company submitting written notice of cancellation of all or any portion of exhibit space on or before May 28, shall receive a refund of all fees paid, minus a $150 processing fee. We understand this is a difficult time to plan, so if your company is still experiencing hardships after May 28, please reach out to discuss all of the options. Any booth with an outstanding balance after May 28 is subject to release and all corresponding benefits will be forfeited, unless arrangements have been made with PMA show management.

Changes in booth sizes (increases or downsizes) can affect the ability to keep your booth in its existing location. PMA cannot guarantee a booth location should your booth size change. The booth size you are requesting, layout of the show floor and booths surrounding that location will determine if relocation is necessary. All efforts will be made to avoid relocation and all booth size/location options will be discussed with exhibitor prior to relocation.

Show Floor Layout

The show floor is larger than ever, and we are focused on controlling crowd density to enable safe, socially distanced interactions with attendees. We increased the width of the main broadway, added a second broadway, placed wide vertical aisles between the marketplaces and expanded lounges throughout the show floor.

The expo is segmented into marketplaces (NOT commodity based), all still within one contiguous space. This provides greater opportunity for you to connect with buyers and buyers with an easier, more efficient way to navigate the floor, with more time to see new and different products, services and companies. There will be an entrance into each of the marketplaces: Produce, Floral, Complementary Items and Solutions. View floor plan here.

Expo Segments: 
  1. Complementary Items Marketplace
    • Hard Goods/Ancillary: Includes items such as nuts, juices/beverages, salad dressings/toppings, dried fruit, candy, produce wash
  2. Solutions Marketplace
    • Supply Chain Logistics/Equipment
    • Broker
    • Merchandising
    • Media
    • Packaging
    • Science and Technology
    • Services
    • Training & Talent
    • Trade Development
  3. Floral Marketplace (all floral related products/services; includes a first-time exhibitor pavilion within it)
  4. Produce Marketplace
    • Fruits
    • Vegetables
    • Distributor: Includes Wholesale, Foodservice and Exotic/Specialty produce
      New Retail Solutions Pavilion: if Retailers are your primary customer and you are showcasing products such as merchandising solutions, signage/decor, or retail technologies that a retailer would directly purchase
  5. First-Time Exhibitors
    • First time exhibitors from any business type EXCEPT floral may be part of the First-Time Exhibitor Pavilion. All first-time floral companies will be located in a First-Timer Pavilion located within the Floral Marketplace.

New in 2021: A Retail Solutions Pavilion inside the Produce Marketplace has been created for retailers to easily find the equipment and technology they need to bring their produce aisle to life. A company may be eligible to be part of this pavilion if Retailers are their primary customer and they are showcasing products such as merchandising solutions, signage/decor, or retail technologies that a retailer would directly purchase from them. To verify eligibility, contact Colleen McDonnell.

Booth Selection Guidelines

  • A maximum of 50 feet of exhibit space may be reserved along central Broadway and/or at expo entrances, regardless of the length of the booth (which could be more than 50 feet) or number of affiliated companies sharing the space.
  • Additional space may be reserved directly behind that booth OR 50 feet off central broadway/expo entrances.
  • Based upon the overall status of booth sales and booth sizes needed by subsequent exhibitors, the guideline regarding booths that are 50 feet off the broadway/expo entrances may be reduced, so that all available expo space can be sold.

Booth Sharing and Pavilions

There are two options for companies that wish to exhibit with other affiliated companies/brands: "Booth Sharing" or creating a "Pavilion."

In order to “Booth Share” or create a “Pavilion,” a minimum of 100 sq. ft. of space must be reserved for each company that will participate, and companies/brands must be affiliated in one of the following ways:

  • Government Agency or Department
  • Promotional Organization (domestic or global promotional organization that will have other fruit, vegetable, or floral related organizations exhibiting in your booth)
  • Cooperative/Coalition and/or Marketing/Branding Agreement (ie. contractually affiliated brands)
  • Divisions or subsidiaries of exhibiting company
  • Grouped by a product or interest area (such as floral, machinery, a state or region)

The primary differences between the two options are who will assume financial responsibility for the booth space and how priority points are used to determine the order in which the booth location will be selected during virtual booth assignments (for those who participate).

  • Booth Sharing – the company that completes the booth application maintains financial liability for the total space rented, and invoicing/payment of booth space shall be between your company and PMA only. The order of booth selection is based on the number of points held by the company submitting the application only.
  • Pavilions – each participant within the pavilion completes a booth application and maintains financial liability for only their portion of the total pavilion. Companies MUST plan in advance if they wish to participate in a pavilion. Each individual participant's application must include the pavilion name, total space required and booth location preferences agreed upon by all participants in advance. Pavilions will have the opportunity to change the total space they require during virtual booth assignments and through the cancellation/downsizing deadline of May 28. Review the “Awarding Points to Pavilions” section of “How Priority Points are Awarded” to learn how points are used to determine the order in which a pavilion will select exhibit space.

If your company will be “Booth Sharing,” on the booth application you will have the ability to choose how you wish to manage booth benefits and expo communications.

  • Option 1: All communications/benefits will go ONLY to the primary contact listed on the booth application including: booth invoices, badge mailings, logistical emails and access to register booth personnel badges, trade show only passes, and the full attendee list. The primary contact will be responsible for sending/allotting all communication and benefits to those companies “sharing” their space.
  • Option 2: All communications/benefits, except the booth invoice, will go to EACH of the individual companies “sharing” the booth space. In order to select this option, each affiliated company/brand must be assigned a specific area within your total booth with a unique booth number (based on your instructions), so that they may order booth services directly from vendors, manage their own allotment of booth personnel badges and complimentary expo invitations, receive badge mailings and logistical emails, and have access to the full attendee list.  

How Priority Points Work

Priority Points are used to determine the order in which exhibitors select booth space for next year and are awarded in three categories based on the participation of the exhibiting company(s) who holds the contract with PMA only. Due to the circumstances in 2020, we have made some modifications to the standard priority points system for 2021/2022. All other aspects of the system will remain as outlined below.

  1. Fresh Summit Exhibitor Loyalty
    • Earn 2 Priority Points for each year exhibiting in Fresh Summit.
      Those who exhibited/sponsored the virtual event will receive 2 priority points for participation as they would have for the in-person event 
    • Additional Priority Points will be awarded when a company reaches key milestones:
      • 25 years as an exhibitor: 5 bonus points
      • 50 years: 10 bonus points
      • 75 years: 15 bonus points
  2. PMA Member Loyalty
    • Earn 1 Priority Point for each consecutive year of membership (if membership lapses, Priority Point count resets)
  3. Participation with PMA and The Center for Growing Talent by PMA
    • Earn 1 Priority Point for every US $3,000 paid and received by PMA from August 1, 2018 to July 31, 2019 for the 2021 priority point calculation
    • Areas of participation for the exhibiting company holding the booth contract with PMA include:
      • Event registrations for any PMA/Center For Growing Talent event
      • Participation in any PMA exposition
      • Sponsorship or advertising with PMA/Center For Growing Talent
      • Center for Growing Talent campaign contributions
      • Contribution to PMA’s Gold Circle program
      • Miscellaneous other participation (Fresh Ideas Showcase spaces, meeting room rentals, etc.)

Awarding Points to Pavilions
Priority points for companies that indicate they will be part of a pavilion on their booth application shall be awarded as follows:

  • Companies within the pavilion will individually earn points in all three categories as outlined above (based on each submitting a separate booth application)
  • Total pavilion points will be calculated by adding together:
    • points from the company with the longest “Fresh Summit Exhibitor Loyalty”
    • points from the company with the longest “PMA Member Loyalty” and
    • points from the company with the greatest “Participation”
  • Total pavilion points may be made up of points from just one company or up to three separate companies

In this example, Pavilion A would have a total of 35 points:  

Pavilion A
Fresh Summit Exhibitor Loyalty
PMA Member Loyalty
Company 1
Company 2
Company 3
Company 4


Awarding points for Complimentary Booths or those from Trade Out Agreements

  • Complimentary booth space will be assigned at the conclusion of virtual booth assignments.
  • Booths provided to an organization as part of a Trade Out agreement will be awarded Priority Points in all three categories. Category 3 (Participation with PMA and the Center for Growing Talent) will be based upon the trade value agreed upon in the agreement, as well as any additional participation with PMA throughout the year.

Transferring Points Credit to Another Company

Credit for each of the three award categories may be transferred from one exhibiting company to another within the set annual award period under the following circumstances:

  • If one exhibiting company acquires another member/exhibiting company or
  • If a merger occurs between two member/exhibiting companies.

Determination of credit will be made on a case-by-case basis and will be based on the specific terms of the acquisition and/or merger.

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Colleen McDonnell

Colleen McDonnell

Exhibit Sales

+1 (302) 607-2159

Email Colleen

Kyle McMillan

Kyle McMillan

Trade Show Manager

+1 (302) 607-2130

Email Kyle

Jamie Hillegas

Jamie Romano Hillegas

Director, Trade Shows

+1 (302) 607-2123

Email Jamie