PLEASANTON, CA - In our industry, there is a very specific and palpable energy generated when fresh produce industry members gather in the same room—one heightened and cultivated by the passionate drive, determination, and dedication that pulses within each of us. And, lucky for us, we have advocates across fresh produce that continue to fuel such moments. The Fresh Produce & Floral Council (FPFC) is one organization creating both spaces and opportunities for such energy to be both created and shared for the benefit of all.

As January gives us firmer footing in the new year, FPFC held its first luncheon of 2023 on Wednesday, January 18, 2023, at the Castlewood Country Club in Pleasanton, California. With Michael Schutt, Director of Produce and Floral for Raley's taking the wheel as FPFC Chair, we were in for a treat as he led us into the afternoon with Master of Ceremonies Daniel Bell of Grocery Outlet, and Guest Speaker Lori Taylor, Founder and Chief Executive Officer of the Produce Moms podcast.

"I'm beyond excited about the success of our first FPFC luncheon of 2023," Michael shared with me. "We are a networking organization at our core and to have 200-plus industry folks support a Northern California event is astounding and helps to further validate the value we are continuously trying to bring to our members and the industry as a whole. Personally, I am humbled by the opportunity to lead this association this year and put more stones on the path the great leaders before me have placed."

Lori, who shared her amazing story from Indianapolis Fruit to The Produce Moms, also led a panel of industry trailblazers to discuss some of the high points of the day.

“Thank you to everyone at FPFC for the opportunity to share my passion as the event speaker, as well as panel moderator. I’m optimistic about our industry’s collaborative efforts to drive sales and consumption of fresh produce,” Lori expressed. “I appreciate the candor of our sales, marketing, and retail panelists. We represent the greatest category in food and beverage—fruits and vegetables! The trends in consumer lifestyle, foodservice, and more, must be met with a growth mindset and positive outlook from every stakeholder in our industry.”

Friends from across California and beyond joined in on conversations with topics ranging from branding, value-added/grab-and-go prominence and growth, and influencer strategy to the day's trends and their level of impact for both the supplier and the retailer.

The panel of FPFC’s finest elevated these topics as members basked in the view, the venue, and the camaraderie of the day. Panel members included Daniel Bell; Myisha Nathaniel, Produce Category Merchant, Raley's; Alex Jackson, Director of Sales and Procurement, Frieda's Branded Produce; and Marissa Ritter, Marketing Manager, Naturipe Farms LLC.

The group spoke to plant-based dominance and variety as well as the aforementioned topics, along with produce as the original plant-based option and how year-round fruits and veg are highly influential in promoting fresh and elevating grocery sales and consumption.

The big takeaways included how advocacy, activism, and educationshould be keystones in elevating our fresh game even more.

Here are a few words from some of the panelists themselves on their gratitude for their day, and dedication to an industry built to thrive.

Myisha Nathaniel, Produce Category Merchant, Raley's

“Speaking at the FPFC luncheon was a great opportunity to connect with the buying and supplying operations in our industry on the most impactful topics of the day. With everything going on in the world and in our growing regions, it was great to see everyone who traveled near and far to support the FPFC and share their passion for the industry we serve! We are such a resilient industry!”

Daniel Bell, Senior Produce Buyer, Grocery Outlet

“It was good to see everyone and get 2023 going and off to such a GREAT start for the FPFC. The event had such an outstanding turnout, and I loved the energy the members brought with them. It really helped make it such a wonderful event. NorCal showed up strong, now let's see what SoCal can bring to their luncheon!!”

Alex Jackson, Director of Sales and Procurement, Frieda's Branded Produce

“The turnout for the FPFC Northern California Luncheon and the energy in the room was so exciting. To have new faces come to see Daniel Bell from Grocery Outlet and our insightful panelists, including our moderator, Lori Taylor of The Produce Moms, showed how strong the support for the FPFC is. Also, being able to recognize Marvin Quebec of Quebec Distributing Co. as Honorary Advisor to the Board, was well-deserved. I love what he said...'the work culture of the produce industry is changing and the FPFC needs to change with it.' I am excited to be the new FPFC Luncheon Committee Chair so I can do my part to bring the FPFC Luncheon programming forward in a way that attracts the newer talent in our industry, as well as addresses the trends that our industry is facing.”

Marissa Ritter, Marketing Manager, Naturipe Farms LLC

"It was so great to come together with our amazing industry for the first time in 2023! Lori’s dynamic energy was infectious during her keynote presentation, and I was thrilled to participate on a panel where we all share a passion for fresh produce and increasing global consumption. I look forward to seeing what the FPFC’s collective membership will do this year and beyond."

Thank you, FPFC, for a great afternoon and for continuing to create spaces of innovation, networking, and inspiration!

Fresh Produce & Floral Council