Cancel OK

PMA cancels in-person Fresh Summit, pivots to virtual event

The Produce Marketing Association has made a decision regarding October’s Fresh Summit planned for Dallas, TX, and plans to offer a virtual event.

CEO Cathy Burns sent this statement to members accompanied by a video:

A few weeks ago, I promised that we would provide a decision regarding Fresh Summit 2020 by June 30.

Out of our utmost concern for the personal health, safety, and wellbeing of our guests, event partners, and staff – as well as after thoroughly reviewing responses from Fresh Summit attendees, exhibitors, and buyers regarding their comfort, willingness, and ability to travel this fall, and analyzing trends from state, federal and global health authorities – it became abundantly clear that we could not hold a conference in Dallas as planned.

Please see the video above for a full announcement on Fresh Summit in October.

We will continue to provide more details and information on this year’s Fresh Summit forum in the coming weeks.
I look forward to celebrating our industry’s strength and resilience and sharing this experience with you.



Exhibitors can go to to sign up for more information, and a meeting is planned for August 13 to talk about Fresh Summit 2020’s virtual offerings.

What does this mean for you as an exhibitor/sponsor?

While nothing can completely replace the value of coming together in person, we are committed to creating an experience that facilitates meaningful business connections. We truly value our partnership and would like your input as we build this experience. We will be reaching out individually over the coming weeks to discuss options and share more information.

You may also register now to join us on Thursday, August 13 at 2 p.m. ET where we’ll walk through Fresh Summit 2020 opportunities and answer any questions you have.

In the meantime, please note the following regarding your 2020 payments:

  • The June 30 booth cancellation deadline is no longer in effect
  • We will be sharing information on potential new opportunities soon. Once we have shared those opportunities, you can decide on how your company would like to apply your 2020 funds. If your company is experiencing a hardship and you need to request a partial or full refund right away, please reach out to us.

For immediate exhibitor questions, email us at