CARLSBAD, CA - Beth Keeton is a stellar example of female leaders in the produce industry. When we met, Beth was a few years into her career. In the 10 years since, she has thrived as an entrepreneur, founder, and mentor.

“I’ve been in public relations for the fresh produce industry for 13 years. Four years ago, I launched my own PR firm, Elephant House PR, with a mission to elevate produce brands through strategic media outreach, influencer and registered dietitian partnerships, and compelling storytelling,” she recently shared with me.

Soon I will connect with Beth and so many other inspirational women of our industry at the International Fresh Produce Association’s Women’s Fresh Perspectives Conference (WFPC).

“One of the most valuable takeaways from WFPC is the opportunity to develop a more personalized approach to leadership,” she observed. “Each of us brings such a unique blend of traits—whether we are more collaborative or independent, driven or supportive—and this conference helps us better understand and embrace those qualities. Through deeper self-awareness and insights from other women’s leadership experiences, we leave with renewed confidence in our own leadership style, allowing us to apply those insights within our teams and organizations. The diverse perspectives shared at WFPC reinforce that there is no single way to lead—every approach adds value to our organizations and the industry as a whole.”

Creating an incubator where all different types of women with different roles throughout the industry can find common ground in a very short period of time, Beth reflected on the industry-wide impact of an event that hosts less than 300 participants annually.

“Something powerful happens in our industry when women who may never have crossed paths at larger events come together. These breakthrough moments of vulnerability and self-reflection in a safe space leave lasting impressions, not just on attendees but on their teams and companies. As a committee, our goal is for each woman’s personal aha moment to spark long-term ripple effects within her organization,” Beth shared.

One of those impacts, without a doubt, comes from the mentorship program that launched in 2023, of which Beth is an active participant.

“I’m excited to connect with my new mentor and mentees. This year, the program is shifting to a group format, which I believe will foster unique opportunities for collaboration and diverse conversations,” Beth said. And, speaking of mentorship, this year is especially exciting for her as a team member. “Lexi Bonner, a member of my team, will be joining me at the conference as the Frieda Rapoport Caplan Women's Fresh Perspectives Scholarship recipient! Lexi, like so many women in our industry, has been working behind the scenes for years to make things happen and has not had the opportunity to attend an industry event. I’m thrilled she now has the opportunity to step into this space and learn from the incredible women who make our industry stronger. I know our company, clients, and industry will benefit from it.”

In a world that has convinced women as a whole there are limited seats at the leadership table, opportunities like Beth’s and Lexi’s are a microcosm of the change events like WFPC galvanize.

“The purpose of this event, which Carrie Mack, Senior Sourcing Manager for Walmart, and so many others have already articulated beautifully, is to provide a space to be challenged, learn from the best, and discover new opportunities for growth—something that’s hard to achieve without stepping outside of your daily routine. It is not about creating an exclusive sisterhood or tearing down male counterparts. If anything, the concern over that idea points to a deeper fear of what happens when women come together and speak openly. The reality is, statistically, women are still under-asking, under-applying, and over-prioritizing others,” Beth stated.

My experience echoes Beth’s. I often hear stories of how many initial female changemakers count male mentors or teammates among their critical cheerleaders. Rather, it’s about bringing more seats around a table bigger than we can comprehend.

“I remember how nervous I was attending my first WFPC in 2016, but I was welcomed by incredible women who are still some of my closest friends and mentors. Now, I love showing up with the anticipation of paying that forward to others,” Beth concluded.

I look forward to experiencing this exciting event with Beth and so many other women of our industry April 13–15.