“Make the most of these three days in October.” That’s the advice of Cathy Burns, CEO of the International Fresh Produce Association (IFPA), referring to the 2024 Global Fresh Produce & Floral Show, coming up Oct. 17-19 at the Georgia World Congress Center in Atlanta.
“We’re really excited to be in Georgia this year after many, many years away,” Burns said. “The team at the convention center has been fantastic, really amazing partners, and really sets the tone for the experience we’re going to have together in Atlanta.”
The welcome reception on Thursday night, Oct. 17, will convene at the Georgia Aquarium.
Burns and John Anderson, 2024 IFPA chairman of the board and chair, CEO and managing partner of Oppy, shared information about this year’s show, including what’s new, on a video call with media members in August.
One thing that’s new is that the Women’s Fresh Perspectives Breakfast, which has traditionally been a separate ticket, is included in the All Access Pass this year. The Oct. 19 event features Reshma Saujami, founder of Girls Who Code and Moms First. She will speak on “The Future of Women and Work (and Why It’s Different Than You Think).”
“She’s going to be speaking on how we can advocate for the kind of policies and steps our companies can take to uplift women in the industry,” Burns said. “Everyone is welcome to this event – men and women.”
The recipient of the Frieda Rapoport Caplan Women’s Catalyst Award also will be announced at the breakfast.
Also new this year is a joint presentation by the 2024 and 2025 IFPA board chairs. Anderson will turn the position over to Tammy De Boer, president of Harris Teeter.
“They’re actually going to share the stage on Friday [Oct. 18] and literally pass the torch of leadership for the board from John to Tammy,” Burns said.
Their presentation will offer reflections on IFPA accomplishments in 2024 and what’s to come in 2025.
Following the chairs’ presentation, IFPA will present what it’s calling “an enlightening two-act session.” They are “Key Conversations: Insights on Challenges, Opportunities and Change Ahead,” from Rodney McMullen, chairman and CEO of Kroger, who will speak on the evolving landscape for the produce industry.
He’s followed by B. Stoddard, a columnist for The Bulwark (which reports on American politics and culture) and guest host for Sirius XM’s POTUS channel. Burns said Stoddard “is going to help us understand how the [presidential] election could impact policies, regulations and trade, among other important topics.”
Political advocacy, one of the highest priorities of the association, will be showcased in several sessions on Oct. 17 as part of the education festival, Anderson noted, adding that he will update members about a new advocacy campaign.
“The board and the association have been working hard to develop the right messages to take up any number of issues … and [have] our voices be heard,” he said. “I’m going to be personally revealing the work of this campaign and what will it mean to us going forward.”
Also on Oct. 17, Burns presents her wide-ranging keynote session, “The State of the Industry.”
Anderson noted that Burns’ session “will be our first official opportunity to connect with the global show this year. If you’ve never heard Cathy’s ‘State of the Industry’ general session, you have to put it at the top of your list.”
The second keynote speaker is Marc Randolph, founder and CEO of Netflix. He will share the story of how he and his team built an idea into a company that “essentially changed the way we view movies and television,” Anderson said.
Show floor highlights
The bustling, colorful produce and floral expo floor opens Friday after the general session.
“This is one of the most exciting moments for the industry every year. The energy from all the preparation, all the anticipation, all the possibility, just opens up on that floor on Friday,” Burns said.
She encouraged attendees to visit the Innovation Hub on the show floor. In its second year, the hub will feature Food Safety and Technology Exchange sessions.
“These discussions are going to be taking place on Friday and Saturday, and there will be a range of topics from the hottest technology and food safety to sustainability to innovations more broadly,” Burns said. “That’s critically important. The show is known for innovation.”
Also in the spirit of innovation, she said, is the 2024 Fresh Field Catalyst Program, where select exhibitors showcase their creative solutions. “There’s a group of 12 of them, and they have focused on climate-smart solutions to help the industry address some of our most pressing challenges and headwinds we have coming at us,” she said.
Planning paramount
Getting the most out of the show comes from planning, Burns said.
“You can just show up and you will have a great experience; I just don’t think it will be as full and fulfilling as it could be and impactful, quite frankly – whether it’s scheduling education, the receptions that you want to go to, meetings that you want to have, people you want to connect with.
“Everyone that I’ve talked to that’s gotten the most out of the show does have a plan. They divide and conquer it amongst their team so that everybody has an amazing event. And then they schedule a post-meeting, after the show, in a week or two … to debrief what everyone experienced.”
Anderson said that his company, Oppy, began planning for the show months ago. With growers and retailers from all around the world coming together, the company has reserved space and set up many meetings.
“There’s a combination of those two things – scheduling and then being available to answer questions of people that just want to come by,” he said.
Anderson added that networking opportunities will be plentiful, not just on the show floor but also through the educational sessions and a number of receptions that are planned, including the Retail Merchant Innovations award-winners, SciTech and the “ever-popular” floral reception.
“I actually think about these three days in October as the produce and floral new year,” Burns said. “So, as we approach the produce and floral new year, I would encourage everyone to get registered … it’s going to be a phenomenal event with really large attendance.”
The show app will go live about a month prior to the show, noted Siobhan May, IFPA director of communications.
“It’s a great way to communicate with people that you’d like to set up meetings with, and you can navigate essentially all aspects of the show floor and in that space as well, as well see the schedule,” said May, who hosted the media call.
“You know, the Global Produce & Floral Show is not IFPA’s show; it’s really the industry’s show,” Burns said. “And everyone across the supply chain, no matter your role, your title, your size of your organization or your product, you really belong there.”
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