WENATCHEE, WA - From FOMO to a deep commitment to transformation, Brianna Shales has more than a few great reasons why she is excited to attend this year’s Women’s Fresh Perspectives Conference in Carlsbad, California, April 13–15. As we approach the event, Stemilt’s Director of Marketing is preparing for her seat on the Women in Leadership: Unplugged session, and looking forward to the undeniable value that comes with this group of passionate and dynamic women.

“I will be a first-time attendee this year. I’ve had FOMO for years when it comes to the Women’s Fresh Perspectives Conference because it always fell on my oldest son’s birthday…an event that I don’t miss. I’m thrilled I get to attend alongside a great group of Stemilter women and friends in the produce industry,” Brianna begins.

Looking over the event’s rich and impactful schedule, Brianna has been eyeing many opportunities, but one in particular.

“There is one session in the agenda that stood out to me because it’s something I’ve been trying to work on for myself: Penny Zenker’s ‘Own Your Focus: Break the Addiction to Distraction.'” she shares. “But, I’m most excited about the ample networking opportunities to connect with industry friends and make new ones too. Of course, it will be an absolute honor to join Sonya Constable and Stefanie Katzman during Cathy Burn’s Women in Leadership: Unplugged session. I have great admiration for these three produce mavens, and I am feeling anxious yet optimistic about having honest conversations around the many challenging topics that women face in business. It will be a great learning experience for me!”

I asked Brianna why events such as the WFPC are so important for women in our industry. She expressed that any opportunity to take three days and spend it working on yourself is an opportunity to take advantage of.

“And, women are often the last to do this because of the many roles they take on at work and in life. It’s incredible that our industry—and the companies behind it—are investing in this unique space for women to grow and connect. I often walk away from produce events feeling rejuvenated and inspired, so I can only imagine how I’ll feel after spending this much time working on myself!” the marketing maven reveals.

If you ask Brianna, it’s a superpower to be a woman in this industry.

“There have been many times when I was the only woman in the room, and I used to be terrified by that, but as I’ve grown confident, I now see it as an opportunity to share a different and important perspective,” she tells me. “As a marketer, being a woman in an industry with a primary shopper that is a woman offers a huge advantage. We can grasp consumer trends and opportunities for our products quickly because we are shoppers and consumers of these products ourselves.”

I love Brianna’s advice which she shares with me openheartedly.

“You must embrace discomfort to grow. Fear, change, and risk; these were all words I avoided for many years and I’ve worked hard at recognizing and reframing them for myself. The advice of leaning in when things are uncomfortable has made room for curiosity, and I’ve become much more confident about doing what feels uncomfortable at the time,” Brianna concludes.

When you see Brianna at WFPC, know that her enthusiasm is as genuine and contagious as her passion. See you all soon!