BUFFALO, MINN. — The Midwest Poultry Federation (MPF) Board of Directors announced that after 51 years known as the Midwest show, the MPF Convention is changing its name to the PEAK.

MPF said the letters of the new name represent what the MPF Convention has provided for the poultry industry over the past five decades while also looking ahead to the future: progress, experience, advancement and knowledge.

“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,” said Ross Thoreson, MPF president and long-time exhibitor as president of Best Veterinary Solutions, Ellsworth, Iowa.

With the announcement of the new name, MPF released a new logo for the event, as well as a new color scheme that will be incorporated onto the association’s website in the coming weeks.

The rebranding process began almost three years ago but was put on hold with the COVID-19 pandemic. MPF said the convention had seen tremendous growth and was no longer just a Midwest show. In the board’s May meeting, they unanimously agreed upon the new name and logo.

“While our show name has changed, our commitment to showcasing cutting edge information, equipment, technology and services to poultry companies, farmers and farm managers will only get stronger,” Thoreson said. “In 2023, we are expanding our exhibit hall to offer more booths than ever before and we continue to look for ways to improve our education program, which has always been at the epicenter of what our show provides.”

MPF, an association with 11 state poultry organizations in nine states, including Iowa, Illinois, Indiana, Kansas, Michigan, Minnesota, Nebraska, South Dakota and Wisconsin, will continue to power the PEAK show. The association said any revenue generated by the PEAK will continue to be donated to various poultry organizations for research, educational and career activities as well as back to MPF’s member organizations.

The 2023 PEAK show will be held April 11-13 at the Minneapolis Convention Center, a shift in previous dates to a spring event.

“We are looking forward to our new April dates, which shift us further away from winter weather, spring break conflicts and other important poultry industry events earlier in the year,” Thoreson said. “It’s a great time of year to get out and enjoy Minneapolis – and meet us at the PEAK!”

The PEAK is a name change for the convention only; the Midwest Poultry Federation as an organization will continue as it always has. MPF's website, social media accounts, email addresses, phone number and office location will remain the same.