Fresh Expo fresh food, grocery stores and bakery expo


Learn. Network. Explore.  Its all at FreshEx!

The grocery, bakery and restaurant industries are coming together for one fast-paced day of sharing everything that you need for your business in 2022. This new event will deliver an easy and efficient way to test out products, connect with current and new suppliers, hear best practices from peers and get inspired by what’s ahead. 

Who is FreshEx for?

Anyone that serves and sells FOOD and BEVERAGE!  Whether it’s retail or prepared and served on-premise. These business categories give you a range of who can benefit from attending FreshEx-

  • Grocery Stores
  • Restaurants
  • Bakeries
  • Delis
  • Coffee Shops
  • Catering & Banquet
  • Bar and Grills
  • Quick Service
  • Fast Food
  • Mini Marts
  • C-Stores
  • Food Halls

What can I expect to see and do?

There will be 200 companies exhibiting, an opening session on Industry Insights for 2022, Perfect Pairings demo & tasting, bakery competition displays and multiple 15-20 minute Fresh Bites of education in the exhibit hall along the way! (Reservations are required for Perfect Pairings)


Admission Guidelines:

  • A show for the trade – Attendance is open only to decision makers that work within the foodservice, retail, bakery or restaurant industry.
  • Adults only – Children under 18 years of age are not permitted at any time, including move-in and move-out. This also includes young children in strollers or other carriers. Adults under 21 years must refrain from alcoholic beverage sampling per state law.
  • No sales in the aisles – Solicitation at the Expo by non-exhibiting suppliers is strictly prohibited.
  • All attendees, exhibitors and any other stakeholders or staff present at the Expo should be aware that pictures could be taken and possibly used on social media, email and other promotions.

COVID-19 Update: Dane County is now mask optional with no local or venue restrictions in place over the event.


$29 Non-Members
$19 WBA, WGA and WRA Members


Hotel Room Block
Clarion Suites at Alliant Energy Center
2110 Rimrock Road
Madison, WI 53713
(608) 284-1234
Room Rate = $99.00
When making room reservations, be sure to ask for the “FreshEx” rate or click here to book online.