The International Fresh Produce Association’s CEO Cathy Burns and 2025 board chair Tammy DeBoer, president of Harris Teeter, held a press briefing in early September ahead of its major gathering for the year, the Global Produce & Floral Show, Oct. 16-18. This year, the event is back in Anaheim, California.
A couple of changes are on tap for this year, Burns said. “The show floor and our expo hours will look a little different.”
This year, floral exhibitors will have their own space in the North Building of the Anaheim Convention Center, where the general and educational sessions also take place.
“We want everyone to have the opportunity to see the entire expo footprint, so in addition to lots of ways to help people get from one end to the other, like those incredibly convenient golf cart shuttles, we will also be opening the floral expo one hour early on Thursday and Friday [Oct. 16-17] to let buyers and visitors preview our floral exhibitors,” Burns said. “You can head in as early as 9 a.m. to the floral expo, and then the rest of the expo opens at 10 a.m. after our education sessions end.”
Burns said the event’s popular Education Festival will take place between her “State of the Industry” presentation the morning of Oct. 16 and the afternoon education session. 
“We’ll have two main education festival stages to hear a variety of topics, but we will also introduce community spaces where anyone can come together to continue the conversation about any of the sessions taking place during the festival,” she said. “These informal gatherings are your opportunity to share your interests and keep the dialogue going in a relaxed, interactive environment.”
The general session Oct. 17 features Erik Weihenmayer, a world-class blind adventurer, as well as a presentation from DeBoer and incoming 2026 chair Patrick Vizzone, founder and managing partner of AgroNovare.
“One of the things I’m very excited for is the opportunity to share more about all of the progress we’ve made this year,” DeBoer said. “In Atlanta, I unveiled the new IFPA strategic plan, which is designed to unfold over three years, and year one of the plan has plenty of high points where IFPA has led our industry.
“I won’t give away all of the details of my remarks,” she continued, “but I will say that last year, I spoke a lot about shift and scale as we focused on our three pillars – worldwide influence, personalized member experience, and futureproofing the industry. We have learned a lot, and we are building incredible momentum.”
She noted well-attended IFPA events in Brazil, Berlin and Australia as well as a member forum in the European Union, and that momentum is expected to continue at an upcoming event in Hong Kong.
DeBoer said the shift from a reactive to a proactive mindset is key to continued success.
“I look forward to seeing this shift in action during our education festival, including an update on the industry-led supply chain of the future and the data that is driving profitability for this industry,” she said. “This is an excellent example of a shift in approach. We could wait and see how the supply chain evolves and then find the best way to react, or we can act and have a hand in creating the supply chain of the future that will serve our industry.”
More of the topics to be discussed at the education festival will be revealed leading up to the event.
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In addition to Weihenmayer’s general session, Sarah Robb O’Hagan, an entrepreneur, author and founder of Extreme You who is known for transforming brands like Exos and Gatorade, will talk about “changing the game and reshaping your entire competitive landscape, which is exactly what our industry is working on right now,” DeBoer said.
Burns noted that the Women’s Fresh Perspective Breakfast speaker will be Amy Trask, a former CEO of the Raiders and the NFL’s first female front-office executive and now a CBS Sports analyst.
“The Women’s Breakfast will be our fourth general session and open to everyone that has an all-access pass to the show,” Burns said.
Other events during the three-day gathering include the Race for a Healthier World 5K, hosted by the Foundation for Fresh Produce on the morning of Oct. 17.
“Runners, walkers and supporters will get to run along the Santa Ana River Trail, all while supporting the important vision of the foundation to grow a healthier world through increased access for fruits and vegetables,” Burns said.
In addition to the education sessions and the expo floor, connections will be encouraged by the VIP and Welcome Receptions on Oct. 16, and the Community Receptions on Oct. 17.
The centerpiece of the event, the show floor, “does require a very good game plan to maximize your value,” she said. Her tips to make that happen include:
- Download the app. “It’s going to give you a show floor map in your hands, while also giving you the most up-to-date happenings throughout each day of the show.”
- Take advantage of the extra hours to see all areas of the floor. Head to the floral expo “for those flexible hours to ensure you can meet with each new potential connection and really see a really spectacular part of the show,” she said.
- Visit the IFPA booth and the Innovation Hub. “Certainly, you can connect with any number of our subject matter experts here at IFPA … and at the Innovation Hub, you’ll be able to engage in conversations around the hottest new tech innovations, food safety, sustainability,” Burns said.
“Last year, we spoke a lot about how everyone invested in the produce and floral industry belongs at the produce and floral show and truly belongs in all the conversations that guide our industry forward. This is not just an event that you come to – it’s a community you create by being there,” she said.
“We may be building the opportunity in Anaheim, but our members and our attendees create the possibilities, and right now, the stakes could not be higher. So, I encourage everyone to get registered. The sooner you register, the sooner you can start planning for your time at the show.
“We know that the Global Produce & Floral Show is a critical moment in our members’ calendars for making business connections, sharing new products and solutions and connecting with new partners and customers,” Burns said.
“I’m really looking forward to seeing you there.”