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Tour the Chicago food show April 28.

You know how to grow and manufacture quality food, but do you know how your marketing tools stack up against the competition?

Now there's an opportunity to find out, thanks to a specialized tour on April 28 for people who grow, manufacture, or market food in Wisconsin.

Participants will go by bus from Madison to the Fancy Food Show at McCormick Place in Chicago where more than 2,000 exhibitors from around the world will be giving out samples of 150,000 foods. More than 40,000 potential customers are expected to attend.

In addition, this year the Fancy Food Show is co-locating with the Food Marketing Institute, All Things Organic, United Product Expo and Conference, and The U.S. Food Export Showcase to give attendees five shows to explore in one place.

"This is an opportunity to explore new marketing, get ideas for new products and packaging and gain insights into consumer opportunities," said Secretary of Agriculture, Trade and Consumer Protection Rod Nilsestuen.

Registration is required. Space is limited and filling up fast, so participants are encouraged to call Kara Kasten at 414-531-9404 or at [email protected], as soon as possible to register for the event. The deadline to register is April 7.

The $45 fee includes transportation and show registration.

The bus departs from the Agriculture building, 2811 Agriculture Drive, Madison, at 6:45 a.m. on Monday, April 28. Anticipated return from Chicago is 7 p.m.

Tour coordinators include DATCP's Agricultural Development Division and the University of Wisconsin Extension Emerging Agriculture Market team.

For more information, contact Kara Kasten at 414-531-9404 or [email protected].

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