Special Report: NFRA Convention
The National Frozen & Refrigerated Foods Association’s highly anticipated NFRA Convention promises to be a major gathering for the frozen and refrigerated foods industry. This year’s event, running Oct. 18-21 at the Marriott World Center in Orlando, is anticipated to attract more than 1,700 attendees who will engage in more than 6,500 business meetings in a mere three days. The high volumes of attendance and meetings combined with the limited amount of time creates an environment ripe for a highly efficient and valuable event for networking, uncovering industry insights and seeing business development unfold.
The NFRA Convention serves as a backdrop that unites retailers, manufacturers, logistics providers and industry partners within the frozen and refrigerated foods sector, offering one of the most effective and productive business events in the industry to cultivate collaboration, innovation and growth across the frozen and refrigerated space.
Preparation for this year’s event involves taking a multi-faceted approach to key areas of the show. “Each year we develop a comprehensive program around several focus areas: challenges and opportunities specific to dairy and frozen; advancements in technology and the impact it will have on our categories and strategies to meet evolving consumer demands, particularly in health, convenience, and global flavors,” NFRA President and CEO Tricia Greyshock previously said. “Our goal is to provide attendees with actionable insights and thought-provoking content they can leverage back in the office to drive growth.”
The appeal for attendees has to do with how the event lends a platform dedicated to facilitated business meetings. This backdrop allows for attendees to hold dozens of face-to-face discussions, while maintaining potential and established connections. Show organizers promise attendees that by attending this major convention, they will have access to exploring the future of the frozen and refrigerated foods industry, opportunities to engage with key decision-makers while building lasting business partnerships that will drive growth and innovation within retailers’ frozen and refrigerated aisles.
“This is my favorite show of the year because of the deliberate connections and the quality time with the right people,” Hailey Swartz, Co-Founder and Co-CEO of Actual Veggies said in preparation of the show. “I really think NFRA does an amazing job at getting everyone time with the buyers and category managers, and it’s also a lot of fun. It’s a really great touch point to see all these buyers renew business and talk about new opportunities. There are so many different aspects, and I can’t say enough good things. What has been really special with all of our category managers and buyers is that we formed these great relationships with them so a lot of it is just giving them a hug and saying hello,” Swartz continued. “Secondarily, for the retailers we are not in, getting to introduce our product and do a face-to-face meeting. And then last, for the retailers we are in, a time to review our business and share new product expansions.”
The Southeastern Grocers (SEG) team has participated in the NFRA Convention for many years, recognizing the event’s vital role in uniting key industry players while offering valuable insights that are essential for their business growth and success. “While this will be my first year personally attending the NFRA Convention, SEG has participated for many years,” Brad Mullinax, VP of Fresh Merchandising said pre-show. “The convention’s ability to bring together the right people, ideas and opportunities, while providing valuable industry perspectives, makes it an essential event for our business.”
The NFRA Convention offers unmatched networking opportunities for Houchens Food Group associates in attendance. It’s a well-balanced mix of business meetings, educational sessions and industry insights. “It continues to provide valuable networking opportunities and a platform to meet with key industry leaders in a highly efficient setting. The balance of business meetings, educational sessions and industry insights makes it a must-attend for our team each year,” Merchandising Category Manager Stephanie Grant said before the show.
“The NFRA Convention is invaluable not only for the connections it fosters, but also as an essential hub for networking among individuals across the dairy and frozen industry,” Kimberly Dale, Senior Director—Dairy and Frozen for Giant Eagle said.
“We really depend on the speed meetings to talk to as many partners and potential partners are possible,” Swartz said. “Just attending all of the events because it really is a fun environment to say hi to everyone and then also other brands that we know. It’s a nice show because everyone there is part of the industry and it feels not overwhelming.”
Thorough preparation is essential for productive meetings at the NFRA Convention, which involves arriving at the event with a schedule and defined goals, Mullinax noted. “With so many important conversations happening in a condensed time frame, preparation is critical,” he elaborated. “Our team enters each meeting with a clear agenda and well-defined objectives, which helps keep discussions focused and productive. With this approach, we are able to leave with tangible action items that align with our strategic priorities.”
In order to make the most of limited time and leave the convention with clear action items and next steps, Houchens Food Group team members lay the groundwork far in advance of the show. “We are focused on maximizing meeting efficiency by prioritizing high-impact conversations, preparing targeted agendas, and ensuring alignment with partner objectives before the convention,” Grant said. “This allows us to use the limited time effectively and leave the event with clear action items and next steps.”
To make the most of their experience, Giant Eagle attendees will stick to a firm itinerary. “As a retailer, we have seen unprecedented demand for meetings, sessions will be held in 30–45-minute blocks. These meetings will focus on key growth initiatives, innovation, and forward-thinking tactics and brainstorming,” Dale said.
