FPFC’s year-end gathering returns
FPFC’s year-end gathering returns
The Fresh Produce & Floral Council will close out the year with one of its most anticipated traditions: the FPFC Holiday Reception, set for Dec. 11 at the Sheraton Park Hotel at the Anaheim Resort. Running from 4 to 7 p.m., the reception has long been considered a signature year-end gathering for the West Coast produce and floral industries, and this year’s event leaned even further into community, celebration and a focus on the industry’s future.
Matthew Hayes, the council’s program and events director, said the event stood out because it “brought together the full breadth of the produce and floral supply chains in one festive, networking-rich setting.” Southern California, he noted, remained an ideal home for the gathering, given the region’s density of growers, wholesalers, retailers and floral professionals who rely on one another daily. “It offered the space to reflect on the year, renew relationships and set the tone heading into the next,” he said.
FPFC intentionally shaped the evening’s ambiance — heavy hors d’oeuvres, warm lighting and live holiday jazz — to create a setting that felt polished but relaxed. Hayes said the reception format evolved from a traditional luncheon several years ago, allowing members to engage in more fluid, high-value conversations. “This style encouraged connection in a way that felt celebratory but still substantive,” he said. “The music and food elevated the room, but they also made dialogue easier, which is exactly what we wanted.”
This year’s charitable focus centered on the FPFC Foundation and its Apprentice Program, a move Hayes described as both intentional and deeply aligned with the council’s mission. “Instead of partnering with an outside group, we wanted every sponsorship, raffle ticket and moment of support to go directly toward the next generation of produce and floral professionals,” he said. The Foundation funds education, scholarships and workforce-development initiatives, and the Apprentice Program has quickly become a cornerstone of FPFC’s long-term investment in emerging talent. “It meant the reception wasn’t just a celebration — it was a chance to strengthen the very future of our industry,” he said.
Attendance historically includes a mix of retailers, growers, wholesalers and floral professionals, a diversity Hayes viewed as a testament to the strength of the regional supply chain. “It showed how interconnected our work really is,” he said. “When all segments shared the same room, it reinforced collaboration, broke down silos and reminded us that we’re at our best when we’re aligned.”
Hayes said FPFC continued to prioritize the balance between festive celebration and meaningful industry engagement. Structured networking time, sponsor visibility and remarks from Council leadership helped maintain professional value, while the reception format kept the tone warm and engaging. “That balance mattered,” he said. “People enjoyed themselves, but they also left with new contacts, new energy and new ideas.”
Looking back at 2025, Hayes pointed to several accomplishments the council planned to highlight during the reception, including deeper membership engagement across California, expanded regional educational sessions and continued momentum for the FPFC Educational Foundation. “Strengthening this community across produce and floral remained our priority,” he said. “This event was a reflection of that work.”
As the industry prepares for 2026 — with shifting consumer expectations, new innovation cycles and an increasingly complex West Coast supply chain — the Holiday Reception serves as both a capstone and a catalyst. A moment to gather, to breathe and to get ready for what’s next.
