NFRA Convention Sets Attendance Record
The 2026 NFRA Convention wrapped up at Gaylord National Resort in National Harbor, Maryland, drawing the largest-ever gathering of frozen and refrigerated foods professionals. Over three days, participants facilitated more than 7,500 business meetings while engaging in collaborative discussions about networking, innovation, and industry education.
Tricia Greyshock, President and CEO of NFRA, stated that the NFRA Convention continues to demonstrate the power of bringing the industry together face-to-face. She highlighted that this year’s Convention was about building the future of the frozen and refrigerated foods industry, with the unveiling of the 2030 Strategy and the launch of a new consumer demand generation platform.
NFRA Strategic Plan Unveiled
NFRA unveiled its new 2030 Strategy, a member-informed roadmap designed to strengthen the association’s role as an indispensable growth partner for the frozen and refrigerated foods industry. The plan focuses on five strategic priorities: strengthening retailer engagement, transforming demand generation, raising insights and best practices, expanding leadership development, and enhancing member value and experience.
Demand Generation and Leadership Development
NFRA introduced its new Demand Generation platform, a cornerstone of the association’s 2030 Strategy. The initiative will evolve NFRA’s promotional efforts into a more integrated, always-on demand generation engine designed to amplify member marketing, activate through retailers, and drive long-term category demand for frozen and refrigerated foods.
The First Penguin Leadership Program celebrated its second year, recognizing emerging leaders who completed the association’s year-long development experience by presenting case study solutions during Monday’s breakfast session.
Awards and Recognition
The prestigious 2026 Golden Penguin Awards recognized exceptional achievements in marketing and merchandising within the frozen and refrigerated foods industry. Top Marketer honors were presented across March Frozen Food Month, June Dairy Month, and Summer Favorites Ice Cream & Novelties promotions.
Folkland Foods was named NFRA’s 2026 Emerging Brand of the Year, with additional honors going to DiFara for Best Promotional Strategy, Frönen for Most Disruptive Product, and Skinny Butcher for Most Creative Packaging.
Planning is already underway for the 2027 NFRA Convention, which will take place October 9-12, 2027, in San Diego, Calif. Registration opens March 1, 2027.
