United Fresh 2010 in Review…

Special Edition

What’s the Interest?

Diagraph exhibited at United Fresh 2010, April 21 - 22 in Las Vegas, NV. This trade show, with 250 exhibitors and 4,500 attendees, is comprised of organizations throughout the fresh produce supply chain. Our focus at the show was on the fruit and vegetable growers, packers, and shippers. This venue provided an opportunity for the industry to learn more about Diagraph, and for us to capture leads from companies needing to mark, code or label their products, packages and pallets. Our booth was located at the entrance of the Traceability Center, and in two short days, with show hours from 11:00 am - 5:00 pm, the trade show floor was the place to be. From the ribbon-cutting ceremony that kicked-off the exhibition, to the final lead taken literally after the official close of the show, there was traffic, activity, inquiry, and interest in Diagraph.

The 2-day United Fresh trade show introduced fruit & veggie growers, packers

and shippers to Diagraph.

The fresh produce industry has established the produce traceability initiative (PTI) which outlines a set of date-driven milestones for traceability throughout the supply chain.

The driver is Food Safety and the need to know exactly where our fruits and vegetables are coming from. And what’s important is not only knowing which grower, but more specifically the lot or batch, should a recall be needed. Our interest in this industry is helping the growers, packers, and shippers with their marking, coding, and labeling needs…whether it’s applying a simple date code or meeting a complicated compliance mandate.

Attendees of the show were interested in learning more about PTI and finding suppliers that could help get them where they need to be. It provided a platform for Diagraph to not only be perceived as a leading provider of labeling & coding solutions, but also as an educator in helping them meet their produce traceability requirements.

What Were the Results?

• WHAT: we took leads from 92 contacts

• WHERE: 22 states, 3 countries, 13 CAE territories

• WHO: growers, packers, shippers

• WHY: traceability initiatives and everyday marking, coding, and labeling needs

• HOW (good were the leads):

> 25 HOT: intend to buy within 90 days > 30 Medium: intend to buy outside of 90 days > 37 Cool: gathering information

Hot + Medium = (55 of 92 or 60% have intent to buy)Cool = (37 of 92 or 40% gathering information)

Diagraph is a proud member of the United Fresh Produce Association

Fresh Success – Our First Order!

Michael Falatico has already had good things happen from Diagraph exhibiting at United Fresh in the form of a $26,000 order! Using the list of pre-registered attendees we received for being an exhibitor, Michael sent our emailer to some of the growers.

After California Giant Berry Farms in Watsonville, CA received the emailer, they contacted Diagraph. Jerry Denton arranged an appointment for Michael, and, long story short, Mr. Falatico sold (3) LINX 4900 Limited Edition CIJ printers to code their PETE clamshells.

Way to go Team Diagraph!

In the News…

The Produce Show Daily, with 10,000+ printed copies, was handed out to attendees at the show.

On pages 6 & 7, Diagraph had a 2-page spread…our Sun Valley Packing Company case study on the left, and our “It’s What We Do” ad on the right.

United Fresh was so interested in Diagraph’s labeling and coding systems for traceability, they sent their United Fresh TV camera crew to interview us on the first day of the show, then posted the video on their website later that day.

While at United Fresh, I met with editors from leading publications to get Diagraph more media visibility in this industry. Here are a few examples of where we can be seen:

• Our company and products are listed on the United Fresh Produce Industry Search Engine www.AllThingsProduce.com

• Our Sun Valley Packing case study is posted on the United Fresh website.

• Produce News published the Sun Valley Packing case study in their April 30th online edition and in their May 3rd print edition.

• American Fruit Grower will showcase the Sun Valley case study within the next few weeks.

• I also received confirmation that Packaging World is publishing the Sun Valley story in their May issue.

A Team Effort…

Thank you to all who helped make United Fresh 2010 a success, especially Rob Vannier for his continuous drive with the PTI. And, of course, a pat-on-the-back special thanks to my at-show teammates Steve Dods, Scott Bruckerhoff and Tripp Ethridge for their hard work, tireless efforts, and game-winning attitudes throughout a very busy show.

You guys are the best!

United Fresh TV stopped by the Diagraph booth to see what all the buzz was about. They interviewed us and placed the

video on their website.

Photos from the Show Floor…

Scott Bruckerhoff and Steve Dods talk with gentlemen from Wawona Frozen Foods.

Round-table discussions on the Produce Traceability Initiative gathered attendees, who then were able to easily access

Diagraph’s booth (see far left side of photo)VideoJet’s 10' x 10' booth featured signs and no

equipment. And no people!

Markem-Imaje’s 10' x 10' booth featured a static display of labeling & coding systems. Staffed by 5

guys who blocked the view of their equipment. Nice!

Diagraph’s 10' x 20' booth featured E-Series labeling clamshells of fruits and vegetables, IJ3000 driving IJ and TJ heads coding white corrugate cases, and LINX 7300

coding clamshells (a CIJ application similar to our customer Pacific Tomato Growers).