ANAHEIM, CA — Epitomizing what a motivational speech is supposed to be, Iraq war veteran J.R. Martinez, a "Dancing with the Stars" winner and an actor, had an audience of hundreds of produce professional captivated as he told his life story during the opening breakfast session of the Fresh Produce & Floral Council Southern California Expo, held July 17 at the Disneyland Hotel Convention Center, here.

SpeakingCory Stahl, Chris Jacoby and Victor Rodarte of Progressive Produce with Lisa Campos of Gonzalez Northgate Markets. prior to the opening of the expo, Mr. Martinez proposed to give the audience a take-home message, which he likened to finding $5 in your pocket. He said that he hoped to give the crowd some tidbit of information or motivation that they may tap at some point in the not-so-distant future. He did not disappoint.

His hour-long address traced his life as the son of a single immigrant mother from El Salvador through a devastating war injury that put him in a hospital for three years beginning in 2003 to the victory as the 2011 Dancing with the Stars winner. He said that the reality show win was especially gratifying as he recalled just eight years earlier having to learn how to walk all over again after his leg — and many other body segments — was blown apart and burned by a land mine in Iraq.

Mr. Martinez preached a message of adapting to change and creating a positive life plan regardless of what obstacles occur. The audience, which was heavily populated by in-store produce and floral professionals from the retail and foodservice arena, seemed to identify with his tough upbringing and his ability to succeed against many odds.

The keynote speaker followed the presentation of the Normal H. (Buz) Bolstad Southern California Produce Achievement Award to Connie Stukenburg of CS Sales & Marketing for Results. Ms. Stukenburg, a Brooke Bouloy of ICD/Davis Lewis Orchards and Alvin Shingu of Marukai Market, a Southern California supermarket chain that caters to the Japanese community.longtime fixture in the Southern California produce industry, has been a very active member of the FPFC. She currently has her own marketing company and lists the California Avocado Commission and Progressive Produce among her clients. Jack Gyben, who is a partner at Progressive Produce, presented the award and became emotional as he discussed Ms. Stukenburg's dedicated service to the industry.

Chris Robinson of The Pinery received the Southern California Floral Achievement Award. Debbie Jackson of Supervalu/Albertson's presented the award citing Mr. Robinson's many years of service to the floral industry. She called him a "stellar salesman," saying he is well known for that attribute.

Milgro Nursery received the Best of Show award for a floral company while ICD/Davis Lewis Orchards was similarly honored on the produce side for their booth. Those awards were voted on by the more than 1,000 attendees.