For years, customer food shows hosted by distributors have been treated as high-pressure sales events. Tables stacked with order forms, reps pushing specials, and operators feeling the weight of buying on the spot. At Piazza Produce though, the approach is different. 

Madelyn Holm, Marketing Director at Piazza Produce, explains how their team has reimagined its biggest annual event, the Piazza Bowl, as an experience-first showcase. Instead of transactions, it’s about building trust, letting flavors speak for themselves, and giving vendors the freedom to connect without the pressure to close. Madelyn shares why this no-pressure, sampling-first strategy works, what it has taught Piazza about creating meaningful customer experiences, and how it is fueling growth by extending the impact of in-person events through digital tools. Most importantly, she shows how the approach continues to drive stronger, more intentional sales long after the show floor closes.

Rethinking the Role of the Food Show

We redesigned our largest annual event, the Piazza Bowl, with a different goal. Instead of transactions, we built an experience-first foodservice distributor event -sampling, connecting, and letting flavors speak for themselves.

The shift was intentional. No order forms. No show specials. No buy-now pressure. By removing the transaction, we gave space for something better: genuine conversations between vendors and operators, curiosity-driven exploration, and authentic brand discovery.

And it turns out, that’s where the real selling begins.

Why We Don’t Sell at the Show (On Purpose)

We’ve stopped doing show specials. No order forms. No buy-now pressure. And that’s completely intentional.

Here’s what happens when you take away the transaction: People slow down. They try things. They ask questions. They remember the brand. And the next time they’re placing an order, guess what? They already know what they want- because they’ve already experienced it.The result? Stronger, more intentional orders that come after the show floor closes.

What We’ve Learned from Going All-In on Sampling

You don’t need to push products to drive sales. You need to create an environment where customers feel good about discovery - and here’s what plays out: 

• Sampling builds trust. You’re not just showing a product - you’re letting someone experience it. That builds way more confidence than a sales sheet.
• Vendors shine when there’s no pressure. Booths are packed with stories, flavors, and people who love the products. When they’re not just there to sell, and free to share, not sell, they actually get to educate and connect.
• Customers love being browsers. When there’s no expectation to order on the spot, operators are more likely to explore, talk, and remember.

The Proof Is in the Post-Show Orders

This year’s show had over 2,000 attendees- and zero order sheets. But the next day? Reps were flooded with messages like:

• “Can I get that jalapeño dip from the show?”
• “What was that plant-based dessert I liked?”

 That’s where the sales come in. After the trust has been built.

Those are intentional orders. They’re not about discounts. They’re about real demand—built on trust, and built to last.

3 Tips for Making a No-Pressure Customer Show that Drives ROI 

If you want to try a sampling-first, no-pressure format, here’s what’s helped us:

• Start early. Vendor registration, booth planning, and theme design all take time- but it’s worth it.
• Make it fun end-to-end. From creative RSVP invites (we mailed out stress trucks) to engaging follow-ups, keep the energy alive beyond the event.
• Redefine the DSR role. They’re not just working booths, they're the guide for the entire show. They’re walking with customers, listening, and following up. They’re they guide for the entire show

And don’t forget the tools that help scale connection. Sophisticated tech that offers things like broadcast messaging to share day-of logistics and build vendor excitement, or chat functional to give operators a direct line when they’re ready to order after the show, can extend the impact far beyond the event itself.

Final Thought

You don’t have to rely on discounts to make your food show successful. You just have to create a space where people feel good about discovering new products.

If you can build that moment of trust, the orders will come (just not always on the same day). ‍