The Fresh Produce & Floral Council’s 2026 Pacific Northwest regional meeting will host industry members in Snoqualmie, WA, on March 19 and 20. Both days feature tours, with a luncheon and educational sessions on day two. The discussion will focus on the future of the produce and floral supply chain. 

This year, the event is designed to address current labor pressures, new technologies and ever-shifting consumer expectations. FPFC will guide members with helpful insight involving recent industry changes. The Pacific Northwest is a well-known hub for innovation, premium retail and farm to market connectivity and the council is excited to host the event in a region reflective of the trends that shape the future of produce and floral. 

Matthew Hayes, the council’s program and events director, said the meetings are structured to be more than just professional gathering. While the focus is still on presentations and networking, the council is emphasizing the engagement opportunities at the event.

 “Traditional luncheons provide valuable networking, but this format moves from passive learning to immersive engagement,” said Hayes. “By combining distribution and retail tours with structured education and peer dialogue, attendees experience the full ecosystem of produce and floral — from warehouse logistics to in-store execution to forward-looking strategy.” Hayes also noted that seeing the operations firsthand brings more context to discussions presented throughout the event, grounding conversations and bringing a sense of understanding.

The practical uses of artificial intelligence will be featured, with the presentations intended to reflect how new tech is influencing decision making around the produce and floral industry. Hayes reported that the goal of these topics is to give attendees instruction and ideas for applying AI in their companies: “Artificial intelligence is no longer a future concept — it is a present competitive differentiator. From forecasting and dynamic pricing to inventory optimization and consumer insights, AI is rapidly influencing how decisions are made across the produce and floral supply chain.” 

Since the Pacific Northwest is recognized for its leadership in innovation and technology, Hayes said AI was a natural fit. Leigh Fonseca of RyzoSphere will be presenting expert insight on use of artificial intelligence and the goal, Hayes stated, “is to demystify AI and move the conversation from theory to practical application.”  He noted that Fonseca will be sharing several immediate applications, such as “demand forecasting using predictive analytics, automated shrink analysis to identify root causes at store or SKU level, AI-driven promotional planning aligned with weather, seasonality and local trends, and chat-based internal tools to streamline reporting and data interpretation.” 

The objective of the regional meeting is for attendees to walk away with new ideas and stronger connections that can immediately be applied in the produce and floral supply chain. The tours and presentations are meant to create alignment. “When stakeholders observe both the back-end logistics and the front-end merchandising, they gain appreciation for the operational decisions that influence store-level realities,” Hayes said. The intention is to encourage empathy and collaboration by way of hands-on experience and observation. “A supplier better understands retailer constraints; a retailer gains appreciation for distribution complexities. That shared visibility encourages more collaborative planning, clearer communication and more realistic expectations — ultimately improving execution.”