A panel of produce industry veterans will examine workforce and career development challenges at the Fresh Produce & Floral Council‘s Produce and Floral Holiday Showcase, running Aug. 26-27 in Costa Mesa, California.
A panel of today’s experts will explore tomorrow’s answers at the showcase. The session runs Aug. 26 from 4:30-6 p.m. as part of a two-day agenda that brings together educational programming, networking and exhibitors, with an emphasis on holidays and seasonal moments that drive produce and floral sales.
In a recently published “Produce Industry Career Development Guide,” Produce Business notes that fewer young professionals are entering the industry. As the sector shifts and requires more AI and automation, there is a need for technical skills and institutional knowledge. Clear progression, mentorships and visible career pathways are essential to attract and retain millennials and Generation Z.
The Produce Summit portion of the Holiday Showcase is focused on these challenges, along with ideas for building a stronger talent pipeline that has both technical expertise and supply chain knowledge.
Veronica Rodarte, director of sales and commodity management for chili, tropicals and herbs at Progressive Produce and FPFC chair, will open the session and introduce keynote speaker Tom Barnes. Barnes, CEO of Category Partners, will deliver a data-backed snapshot of the produce industry and its future direction.
“As industry veterans, we can teach the next generation to read data well, and to use it as a guide for decisions instead of a final argument,” said Barnes. “The data tells us where the industry is headed, but we need people to take it there, and I’m excited to talk about it at the Holiday Showcase.”
Following Barnes’ keynote, a panel of produce veterans will dig into the skills, career pathways and education needed to support another generation of industry success. Panelists include Jake Cadwallader, director of produce, floral and QC at Stater Bros.; Dan Madsen, CEO of Legacy Farms, Cal-Fresco and Frieda’s Branded Produce; and Erin Tice, senior national category manager at Sprouts.
Kori Martin, sales manager for Oppy, will moderate the discussion. Topics will include data fluency, mentorship and hands-on paths to produce careers.
“I’ve watched the FPFC help grow a generation of industry leaders through its Apprentice Program,” said Martin. “I’m excited to be moderating this panel to discuss what got us to where we are, and what the next generation needs from us to find their place in fresh produce.”
The Holiday Showcase includes speakers, breakout sessions, networking opportunities and an exhibition hall with products, seasonal ideas and holiday promotions. Registration is open, with a limited number of seats available.
The mission of the Fresh Produce and Floral Council is to connect members to the information, education and professional network they need to increase knowledge, grow their businesses and collectively advance the industry.