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We had the best time capturing avocado content at Fresh Summit, the largest fresh floral & produce tradeshow in the United States.

We’re back from a three-day-long event in Anaheim, California called PMA Fresh Summit. With a record-breaking 24,000 people in attendance, we were a small speck in a gigantic crowd of the produce industry’s top professionals, influencers & brands. The best part? This was our team’s first time physically attending the show for our client, West Pak Avocado, Inc. & experiencing the live activations & displays from top brands like Pom Wonderful, Avocados from Mexico, Chiquita Banana & more.

Avocado UX Experience

As one of the top three avocado distributors in the world, West Pak desired their booth to stand out from the green fruit crowd. They commissioned VCA to create a sight worth seeing with one goal in mind: immerse their audience into their global, dynamic world of avocados.

After months of hard work, the creativity resulted in a complete UX experience for their booth & social media. Developed by our Creative Director Vincent Apodaca, the final output was a 7:00 minute custom video designed for their whopping 118” inch LED video screen. In tandem, their team designed a custom seating area for a VR avocado grove walk-through. Shot by VCA’s director of photography partner, David Berry & edited by Vincent Apodaca, the tour was a hit as fans flocked to see the groves using the @oculus VR headsets provided.

Social Avocado Activations

To launch West Pak’s 2020 multi-part video series, the Avo Effect in time for PMA, VCA launched the official trailer & landing page days leading up to the event. Amy Hadrys & her social team prepared to host on-site interviews at West Pak’s booth during the event to capture the buzz & excitement. With the help of VCA’s collaborative videographer, Maritza Lopez, the team was able to spread social avocado love with industry partners from AFM (Avocados from Mexico), California Avocado Commission, Fairtrade America & more! In addition to the booth itself, the VCA team supported with 24/7 social support including live stories, customer service & community management on Instagram throughout the weekend.

But don’t worry, we still took time for work, avocados & balance – enjoying tasty samples & fresh floral smells all around.