FreshEx 2022 Where Food Comes Together

Three State Associations Partnering to Highlight & Promote Fresh
in Retail and Foodservice Offerings

Three top state associations in Wisconsin representing restaurants, grocers and bakers are launching a unique, exciting, one-of-a-kind trade show in Wisconsin starting in 2022.  One day. One location. One complete event.

It’s called FreshEx, a live event that will be held at the Alliant Energy Center in Madison
on April 12, 2022. This will be Wisconsin’s only collaborative trade show that brings together grocery stores, bakeries, restaurants, convenience stores and more -- all under one roof for one full day of product sourcing, networking moments and discovering that next game changer for their business. Every segment of foodservice – whether it’s retail or fresh prepared – is welcome at this inclusive industry event.

FreshEx 2022 • Save the Date April 12, 2022 • Alliant Energy Center • Madison, WI

FreshEx recognizes the changes in the retail food, manufacturing & production, and foodservice. The channels are blending and consumers have more and more options. 

The pandemic, changing demographics and consumer demand make it necessary for restaurants, grocery stores, bakeries, convenience stores, deli’s, hotels, supper clubs, catering and bars and grills to re-think their approach to what and how they offer products to their customers.

Working together offers buyers and suppliers a more comprehensive business-to-business event. With a blurring of the lines from retail to foodservice, this is a great opportunity to learn from one another. And it brings together the strengths of all three organizations to highlight consumer trends, sustainability, workplace efficiencies, and customer engagement. 

We respect the busy life everyone has and believe this new event will deliver an easy and efficient way to test out products, connect with current and new business partners, hear best practices from peers and get inspired by what’s ahead.

FreshEx Vision

  • Attendance is open to decision makers in the food, beverage and hospitality industries – whether a retail operator or an establishment that serves prepared food, packaged products, on-line or in-store sales;
  • 200 booth exhibit hall full of products and services that showcase suppliers for retail, foodservice and retail + foodservice;
  • Goal of 800 foodservices, grocers, bakery, convenience stores and restaurant attendees;
  • Opening general session that gives attendees insider knowledge on what consumers are expecting in 2022;
  • 20-minute FreshBite talks on the trade show floor that are hyper-focused on giving retailers key take-away’s for your business;
  • Inspiration zones throughout the exhibit hall that offer business solutions.

If you sell to restaurants, grocers, convenience stores,
bakeries and other retail entities, this is the show for you! 

Examples of ideal products include: Fresh products, Hot case, Produce, Fresh prepared meals, Ready to Eat, Deli, Baked Goods, Beer, Wine & Spirits, Plant-based and Vegetarian products, Beverages & Water, Meat & Seafood, Dairy, Coffee, Home Delivery, POS, Frozen, Snacks, Beverage, Bakery, Equipment and more.

We’re beyond thrilled to be working together and bringing this event to the retail food, bakery and restaurant community!

Kristine Hillmer                                        Brandon Scholz                                    Jessica Hoover
President & CEO                                      President & CEO                                Executive Director
Wisconsin Restaurant Association      Wisconsin Grocers Association          Wisconsin Bakers Association

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