WASHINGTON, D.C. – April 6, 2012 – United Fresh and the Food Marketing Institute (FMI) are proud to announce Roy Spence, co-founder & chairman of GSD&M and co-founder & CEO of The Purpose Institute, as the inspiring speaker at the joint general session of United Fresh 2012 and the FMI2012 Food Retail Show. On Thursday, May 3, United and FMI will welcome Spence to the stage to share insights for driving business growth for the produce and retail industries by communicating core values to consumers. Spence will describe the power of purpose as a primary business strategy to engage employees, create innovative customer experiences and sustain exceptional performance.

Spence is the co-founder and chairman of GSD&M, a national and leading marketing communications and advertising company. Under Spence’s leadership, the agency has helped grow some of the world’s most successful brands, such as “Don’t Mess with Texas,” Southwest Airlines, Wal-Mart, DreamWorks, the PGA TOUR, BMW, the U.S. Air Force, L.L. Bean and the Clinton Global Initiative. Spence has been a trusted advisor to legendary leaders including Sam Walton and Southwest Airlines founder, Herb Kelleher. His counsel has also been sought by U.S. presidents and leaders in the State Department. He has been named both Ad Man of the Year and Idea Man of the Century.

The fruition of his zeal for entrepreneurship is The Purpose Institute. Spence serves as co-founder and CEO of the consulting firm whose purpose is to help people and organizations discover and live their purpose. Along with Haley Rushing, Spence co-authored the Wall Street Journal bestselling book, It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business is Driven by Purpose.

“Maintaining customer trust is the key ingredient in the food retail recipe for success, and this requires giving vigilant care to the consumer-retailer relationship,” said Leslie G. Sarasin, president and CEO of the Food Marketing Institute. “No-one is better at spicing up this retailer recipe and sparking new energy for sound business strategy than Roy Spence.”

“It’s clear that all of us in the produce industry are passionate about what we do. Roy Spence’s enthusiasm for imparting that passion to consumers, and thereby building enthusiasm for our products, is a superb culmination to the show,” said Tom Stenzel, United Fresh president and CEO. “The food industry decision makers who will join us in Dallas are looking to improve their businesses and to connect to consumers, and we’re excited to welcome such a distinguished and rousing speaker to inspire produce companies to meet those goals.”


Founded in 1904, the United Fresh Produce Association serves companies at the forefront of the global fresh and fresh-cut produce industry, including growers, shippers, fresh-cut processors, wholesalers, distributors, retailers, foodservice operators, industry suppliers and allied associations. From its headquarters in Washington, D.C. and Western Regional office in Salinas, Calif., United Fresh and its members work year-round to make a difference for the produce industry by driving policies that increase consumption of fresh produce, shaping critical legislative and regulatory action, providing scientific and technical leadership in food safety, quality assurance, nutrition and health, and developing educational programs and business opportunities to assist member companies in growing successful businesses. For more information, visit www.unitedfresh.org or call 202-303-3400.

Food Marketing Institute (FMI) conducts programs in public affairs, food safety, research, education and industry relations on behalf of its nearly 1,250 food retail and wholesale member companies in the United States and around the world. FMI’s U.S. members operate more than 25,000 retail food stores and almost 22,000 pharmacies with a combined annual sales volume of nearly $650 billion. FMI’s retail membership is composed of large multi-store chains, regional firms and independent operators. Its international membership includes 126 companies from more than 65 countries. FMI’s nearly 330 associate members include the supplier partners of its retail and wholesale members. www.fmi.org