The United Fresh Produce Association has announced a number of changes in a webinar which might help make the trade show more attractive – especially to international trade. In the past we found that the show was lacking focus and scope: It was not clear wether the audience should be farmers, buyers, traders – and it was not clear wether the focus was new products, processed products like snacks made from fruit and vegetables, or an industry meeting discussing production, logistics and international trade. In short – the show tended to be uninteresting for international guests and seemed to show many US visitors what they had already seen. A trade show should always encourage developments towards better, more convenient business – and address challenges and potential for the future. In recent years we have seen nothing of that – and took the show off our visiting schedule. We hope and remain optimistic about a change.