The Southeast Produce Council’s 2016 Southern Exposure conference and trade show will encompass many events that attendees have come to expect over the years, such as informative workshops, the Tom Page Golf Classic, fun-filled opening and closing receptions, a dynamic keynote speaker, presentation of the Lifetime Achievement Award and an expo featuring the best the produce industry has to offer. One new aspect for this year’s event, set to take place March 3-5, is the venue: the Diplomat Resort & Spa in Hollywood, FL.

The council is anticipating huge crowds, perhaps record-breaking, for its premier event, according to David Sherrod, executive director of the Southeast Produce Council. "We anticipate to be at the 2,300 to 2,400 mark, which would be a record for Southern Exposure," he said. "We expect a record number of retailers, too.”

Following meetings and a board of directors dinner on Wednesday evening, March 2, Southern Exposure gets rolling Thursday morning, March 3, with the annual Tom Page Golf Classic & Awards Reception, which this year will take place at Jacarenda Golf Club, a short drive from the Diplomat.

“This is our annual kickoff, where we honor Mr. Page,” said Sherrod. Page, who retired from Supervalu in June 2013, is a former president of the council, and continues to remain active with the council.

The STEP-UPP & STARS Dinner will be held Thursday evening for those involved in two of the councils programs: the Southeast Training Education Program for Upcoming Produce Professionals, and the Southeast Top Agricultural Recruits Scholarship program.

On Friday, March 4, the council will present two educational workshops.

The first, from 8:30 to 9:45 a.m., is called Fresh from the Farm Field Trips, a new video series that will “bring the farm to Southern Exposure attendees by providing them with a fun and education field-like trip experience to learn about the grower-supplier side of the produce industry,” according to the SEPC website.

This year’s inaugural video series will feature four SEPC member-farms: Shuman Produce in Reidsville, GA; J&J Family of Farms in Loxahatchee, FL; DiMare Fresh in Tampa, FL; and Avocados from Mexico.

“It’s like a school trip to four different farms,” said Sherrod. “That’s the premise.” With this new video series, “Our retail and foodservice members can get an idea of the operations” about those companies in the video, he added. “And it gives an extra value to our attendees and our members. We hope to make this a staple of Southern Exposure every year.”

Representatives from the four companies in the video will be on hand at the workshop to answer questions from the audience.

The second workshop, from 10-11:15 a.m., will feature Michael Moss, author of the No. 1 New York Times bestseller “Salt Sugar Fat: How the Food Giants Hooked Us.”

In this workshop, Moss will “delve deeper into an understanding of the support processed food industry receives from [the] government and how produce companies can better market themselves on limited dollars to compete with the large budgets of big food manufacturers,” according to the SEPC website.

From noon to 1:30 p.m., the council’s leadership program for women in produce, known as Southern Roots and chaired by Teri Miller of Delhaize America, will hold a luncheon (by invitation only). U.S. Navy fighter pilot Carey Lohrenz will deliver the keynote address.

“This program has grown so much,” said Sherrod. The program’s growth “is a testament to Teri and the whole group. The event is sold out, and we expect 180 women to attend.”

The annual Produce for Kids reception (by invitation only) will be held from 5-6 p.m., and the Sponsors VIP reception (also by invitation only) will follow, from 6-7 p.m.

The opening gala party will take place from 7-11:30 p.m., and will feature music by the Tree House Band. Scott Vorhees, a son of former SEPC Executive Director Terry Vorhees, who died July 30, 2014, will again be the VJ for the gala, noted Sherrod.

Activities on the final day of Southern Exposure, Saturday, March 5, will begin with the keynote luncheon, from 10 a.m. to 12:15 p.m.

One of the highlights at the luncheon will be the presentation of the council’s Lifetime Achievement Award, its highest honor, to Joe Klare of The Castellini Co. Klare will be the ninth recipient of the award but the first to receive it since it was renamed the Terry Vorhees Lifetime Achievement Award.

Jimmy Johnson, who served as head coach of the NFL’s Dallas Cowboys from 1989 to March 1994, will deliver the keynote address.

“He’s very eloquent and we’re excited to hear what he’s got to say,” Sherrod said with enthusiasm.

The trade show will take place from 12:30-6 p.m. and will feature 278 booths, up slightly from last year’s figure of 267 booths, according to Sherrod.

Southern Exposure will conclude with the Gator Moon Lounge Closing Reception, from 6-9 p.m. Sherrod is expecting about 500 to 600 people at the closing reception.