Thursday, September 21, 2023

PEAK 2023 is a new name offering new convention events

Must read

MINNEAPOLIS — Progress, Experience, Advancement and Knowledge — what do these words represent?

They represent the first of several new aspects to this year’s “Midwest Show.”

PEAK 2023, as the convention’s new moniker came into being last year when the Midwest Poultry Federation’s Board of Directors made the move to take this long-respected show into some new directions.

“We’re excited to debut our new name and branding at PEAK 2023,” said Ross Thoreson, Best Veterinary Solutions, and MPF board president. “Attendees will still find the same great focus on education and exhibits intended to increase producers’ profitability and connect the poultry industry in North America.”

This rebranding was a few years in the making, but like many things, felt the brunt of the pandemic. But with business now looking forward, the board noted that it was time to move forward with its plans of formulating a new focus for the annual show, while staying true to its foundation.

“The board feels strongly that our show name should be reflective of not only our rich history in the Midwest but also provide a solid foundation from which to build our exciting future as the show where North American poultry connects,” Thoreson said.

There will be many new offerings for this newly named convention.

The annual welcome reception is merging with the “Unhatched” event on April 11 at the Hilton Minneapolis Hotel, beginning at 5 p.m. There will be live music, drinks and food. Tickets are available through registration.

This year’s show is also making some changes to its student offerings, beginning with a reboot of its Student Careers Program.

The program, which is being held in partnership with sponsor, Cargill, will be geared not just to students but to instructors, as well, who are associated with technical and community colleges. The federation adds that students in four-year universities and high schools are also welcome to attend to learn more about the nation’s poultry industry. There will be information on internships and career opportunities.

“This shift in focus allows us to start building the connections between the poultry industry and these important student audiences, who may not know about all the career opportunities in the poultry industry,” Thoreson said. “We believe it’s important to focus on the instructors, as well, as these are the individuals who can help our industry bridge the knowledge and awareness gap with students who have a variety of career interests — such as IT and technology, engineering, trucking and transportation, marketing, and more.”

The Student Careers Program will be April 12, and has complimentary registration for instructors and students. From 10-11:30 a.m., there will be speed networking and a poultry careers panel discussion. Afterward there will be time for the students and instructors to visit the trade show floor and learn more from the exhibiting companies.

“If students and instructors think career opportunities in the poultry industry are only about farming, we’re about to change their minds,” Thoreson added.

This year, the show will also be adding Poultry Ambassadors to assist the students. These company representatives will take an instructor and/or student under their wing and show them around the trade show floor, while showcasing the industry. Companies may designate more than one ambassador. Those wishing to learn more about being a Poultry Ambassador can contact or email Lara Durben at

Another special education session will be the Slice of Learning segment on April 13, noon-1 p.m.

This session will take a look at the current situation regarding highly pathogenic avian influenza; why it is still around; and what steps the industry can take to keep moving productively forward. The speaker will be HPAI expert Dr. Carol Cardona with the University of Minnesota, and a second to be announced speaker. There is a $10 registration fee that will also cover a provided lunch. Sign up is available through registration, and by email at

Taking place, April 11-13 at the Minneapolis Convention Center, PEAK 2023 registration is open. For more information about any aspect of the show, visit

The MPF website, in addition to offering registration and information about the convention, has also been revamped and updated. There are quick links to attendee information, exhibitor information including links to the Exhibit Hall, as well as information about hotel room booking.

“We are thrilled with the new look of our website,” Thoreson added. “Along with a website that is visually appealing, we also took the important steps of reorganizing all our important information behind-the-scenes so that it is easier for attendees and exhibitors to find what they need.”

More articles

Latest article