Anticipation is growing for the SUPERVALU 2017 National Expo from July 25-27 in St. Paul, Minnesota. With nearly 2,000 retailers expected to attend, it’s a sales opportunity that you won't want to miss!

The SUPERVALU 2017 National Expo has multiple vendor participation tiers, including sponsorship options at the Diamond, Platinum, Gold and Silver levels and/or Expo booth only opportunities. All tiers provide unique exposure and direct access to retailers, allowing you to feature your best products, give them your best solutions, and offer them your best promotions. It’s a captive audience that’s eager to see what you have in store to serve their customers better.


Visit the Vendor Application for more details about sponsorship and booth opportunities. (Vendors must be approved via the Vendor application first before registering to attend the event.)

In addition to the sales prospect, it’s a networking opportunity like never before with our retailers, SUPERVALU leadership team, and vendors together in the same place with the same purpose – to grow the business.

Vendor Registration

  • Booth and sponsorship applications are completed separate from the Expo attendance registration. Please see the Vendor Application website for more details. (Vendors must be approved via the Vendor application first before registering to attend the event.)
  • Once you have been registered and confirmed as a vendor participant with a booth or sponsorship, you will receive an email to complete the Expo registration for anyone (including temporary/demo/mascot staff) who will be representing your booth/company at the event. Badges are required for entrance into all the Expo activities.
  • To eliminate a $100 on-site registration fee, you must register by June 13, 2017.

Hotel Accommodations for Vendors
SUPERVALU has reserved several hotels around the downtown St. Paul area. Vendors who wish to stay in St. Paul will be responsible for their own hotel accommodation charges at the SUPERVALU discounted group rate. You will be able to make a hotel reservation request during registration. Your hotel assignment will be confirmed via email communication approximately one month prior to the Expo.

Booth Details
The expectation is that each booth will look professional with sufficient amount of display product throughout the Expo. General booth information is noted below. Please see the Product Samples section below for more details.
10' x 10' booth with back and side curtains
Two 8' skirted tables
Booth sign
One waste basket
Two chairs
One 110 amp drop for electronic ordering - all other requests for electrical should be made with the St. Paul RiverCentre. For more information click here.

  • Curtains – red
  • Table skirts - black
  • Carpet - charcoal gray

New Item Displays
The Expo show floor has a special New Products display. Contact your category merchandiser for more information on how to participate in the New Item Displays.

Product Samples

  • Vendors and brokers are expected to provide samples and product to demo while they are at the Expo.
  • You need to arrange delivery and set up of your Expo samples. Shipping is NOT ALLOWED directly to the St. Paul RiverCentre.  

    Options for getting your samples to the Expo include:
    • Bring samples with you directly to the Expo.
    • Dry product shipments can be coordinated through Hubbell/Tyner. Hubbell/Tyner is not equipped to handle Perishable food items.
    • Frozen/refrigerated samples can be coordinated through SUPERVALU:
  • Eastern vendors should have your samples delivered to the SUPERVALU Hopkins warehouse (101 Jefferson Ave. S., Hopkins, MN 55343) between June 19th – July 19th, 2017 for this arrangement. Please clearly mark your samples – "ATTENTION: Eric Larson, EXPO SAMPLES." Include your booth number on each pallet that is sent to SUPERVALU.
  • All vendors will receive specific communications from your region merchandising team regarding your sample delivery details. SUPERVALU will provide on-site frozen and refrigerated trailers.
  • Ice will be provided and will be located on the SUPERVALU frozen food trailer.
  • There will be NO kitchen available at the Expo; cleaning stations will be provided.

Remaining Samples (Post-Expo)
SUPERVALU supports local food banks in the area following our food shows. We have partnered again this year with ICA Food Shelf who will perform food recovery at the end of the Expo. Stickers will be available to place on products that meet the food safety requirements for donations.

Retailer Order Entry
SUPERVALU is working with a data entry company that will allow you to place orders from retailers right from your booth. This system allows for extremely fast order retrieval and offers the customer an itemized receipt of purchase showing each item, the allowances that they received and the total of their savings while attending the Expo.

Every person in the booth must be trained on how to operate this system. Training will take place during show set-up on Tuesday, July 25th. Support will be available during the regular Expo hours.

Expo Decorator – Hubbell/Tyner
Hubbell/Tyner has been selected as our decorator for this year's Expo. If you are planning to order additional items for your booth or ship items through the Expo decorator, all requests need to be made directly through Hubbell/Tyner.

You can find more information from Hubbell/Tyner by clicking here or by phone at 800-947-9750. All charges for additional décor and freight for your booth should be handled directly with Hubbell/Tyner.

Shipping is NOT ALLOWED directly to the St. Paul RiverCentre.