Increasing produce usage in foodservice will be the main goal of the Produce Marketing Association’s Foodservice Conference & Exposition on July 29-31 in Monterey, Calif.

To help achieve that goal, attendees will learn operator-best practices and review case studies for increasing produce usage by implementing flavor and menu innovations, food safety practices and research and sustainability measures, said Meg Miller, PMA’s public relations manager.

GreenGate Fresh LLP, Salinas, Calif., will be a first-time exhibitor at the show, which is in its 30th year.

“There are not many better ‘spends’ in foodservice marketing than the show in Monterey,” said Jay Iverson, GreenGate partner and vice president of sales and marketing. “All the major players are represented, and opportunities abound.

This year, for the first time, sponsors will bring in chefs who will participate in a competition using their commodity.

Social media will play a big role, with guest bloggers participating in exhibitor communications prior to the conference, Miller said.

Attendees can follow conference events on Twitter by following @PMAFSC, PMA’s Facebook page and a new mobile app.

Other highlights include:

  • PMA Foundation’s 5K Race for Talent;
  • Tours of produce fields and facilities;
  • PMA Foundation’s sixth annual Joe Nucci Memorial Golf Tournament, benefiting the foundation’s Career Pathways Program; and
  • The foundation’s Fresh Perspective: Women’s Networking Event.

More than 1,500 attendees — including foodservice operators, wholesalers, distributors and brokers, grower-shippers, processors, promotional organizations and other product and service providers — are expected to attend and see the latest products and services from 155 exhibitors.

Deadline to pre-register is July 15. For more information and to register online, visit