CARLSBAD, CA - I have always loved speaking with Cathy Burns. She has a captivating way of tuning into your world, no matter your circumstances, and connecting with you in meaningful and unexpected ways. Maybe it is her intense curiosity or the way she still listens like a student, keen to learn and experience the world around her. Whatever passion and dedication it is that drives her, it has a gravity that is contagious. As we approach the Women’s Fresh Perspectives Conference (WFPC) on April 13–15 in Carlsbad, California, the Chief Executive Officer of the International Fresh Produce Association (IFPA), allowed me entry into that wonderful mind and her commitment to the WFPC.

Cathy, you make each attendee feel individually seen and heard every year. It is quite a feat and an inspiration. I know this cause holds a special place in your heart. Can you take me back to the beginning, what was the original inspiration behind creating the Women's Fresh Perspectives Conference?

The inspiration for the first conference goes back to before IFPA was formed, when the legacy organization Produce Marketing Association, in 2011, identified a need to support female leaders in produce and floral who were underrepresented at the top management level and provide opportunities for connection and professional development. The first conference was held in 2012, and was created to address the unique challenges women face to expand their leadership impact. By focusing on core leadership skills and addressing broader issues that uniquely affect women leaders, the conference aims to strengthen the industry and promote inclusion and belonging.

This program not only supports women at all stages of their careers it also fosters a supportive community and encourages collaboration among women in the industry.

Can you share this year’s priorities and vision, and how the conference addresses the specific needs of women at different stages of their careers?

Each year, we develop content and topics that address the pressing needs of women's leadership through a combination of data, input from our committee, and observation of global challenges and opportunities. This year’s theme is Together We Grow! and will address authentic leadership, courage, focus, self-awareness, online image, work-life integration, finding your voice, and more. We are very intentional about setting up our program so that it meets all attendees’ needs, regardless of their experience or segment.

Everyone should feel like they are getting a personalized experience through programming and networking opportunities. We learn and grow individually, but the design allows us to learn from one another and embrace new tools. It also positions us to share key takeaways with others when we return to our day-to-day operations.

The WFPC fosters a supportive community and encourages collaboration among women in the industry. How is the event able to achieve this when there are so many category competitors, age groups, life experiences, and leadership levels all in the same room?

The Women's Fresh Perspectives Conference is about creating a welcoming and safe space where everyone can truly be themselves, regardless of their titles or affiliations.

We believe in fostering an atmosphere of honesty, openness, and vulnerability, encouraging everyone to step out of their comfort zones and embrace growth. From the very beginning, we set a tone that makes everyone feel at ease, ready to share their experiences and insights. Our sessions are thoughtfully designed to blend learning with collaboration. Through a mix of interactive workshops, engaging panel discussions, and ample networking opportunities, we offer a personalized experience that speaks to each participant's unique journey. This collaborative approach ensures that attendees not only gain valuable knowledge and skills but also form meaningful connections with their peers.

Together, we build a supportive community that extends well beyond the two days of the conference.

You have always shared wonderful words of wisdom with me over the years. Going into this conference, what is one piece of advice that you live by that is especially significant at this moment?

In many of the e-mail digests I get each day, there is a growing emphasis on the crucial role leadership plays today. I’ve always felt true leadership comes down to one word: Will—used three different ways:

A question: Will you lead? Will you help your team and your customers through a crisis or new opportunity? Will you unleash the best in others to grow your business faster?

A noun: Do you have the will to serve others? Do you have the self-awareness to do so?

If the answer to the first two is “Yes,” then declare “I will …..” and have the confidence and courage to make things happen.

Cathy, thank you for your time and passion always. I have highlighted, noted, and earmarked these words of advice indefinitely.

Ladies, see you in Carlsbad!