LEAMINGTON, ONTARIO, CANADA - This year will be Paul Williamson’s first time attending the Southeast Produce Council’s (SEPC) Southern Exposure. He told me he is looking forward to making new connections and learning from others in the industry, along with enjoying some of the events on offer and soaking up the experience. Let’s see what Highline Mushrooms’ Account Manager had to say about the company’s showcase.

“We are excited to feature our new Highline Mushrooms rebrand at the SEPC show. We will have a completely merchandised mushroom set in a fridge that replicates a retail shelf. It is great to see our products come together and the new rebrand colors draw consumers in toward the fridge,” Paul explained. “Our goal is to engage with consumers that do not typically purchase mushrooms and have them come take a look and add mushrooms to their shopping cart. Our merchandising set will highlight our organic top seal items in multi-size formats.”

Paul’s main goals for the show are to connect with some of the SEPC council members, take in the educational sessions, and spend time with Highline’s customers to understand their challenges and needs.

“As a premier event in our industry, why would you want to miss it? This show is in its 26^th year, making it a tremendous opportunity for networking. This is a people-centric business, and there is no better way to connect than at this show,” he continued.

Paul hopes event attendees who visit the Highline booth will see that mushrooms are fun, extremely healthy, and can be enjoyed in many different ways.

“With our new branding, we have really shone a light on the mushroom category. A wall that was once white and brown now pops with bold colors and engaging call outs. Now, if only I could convince my kids to love mushrooms as much as I do,” he joked.

On a final note, Paul expressed his appreciation for those in fresh produce: “Many of the hardest-working individuals are in the produce industry. These events are the enjoyable part, where we can showcase all the incredible effort that goes on behind the scenes and highlight the importance of fresh produce.”

That just about sums it up! If you will be attending Southern Exposure 2025, be sure to highlight Highline Mushrooms on the show map.