Networking and learning opportunities abound at FPFC expo
Networking and learning opportunities abound at FPFC expo
ANAHEIM, CA -- The Fresh Produce & Floral Council presented its 2008 Norman H. (Buz) Bolstad Produce Award to the Produce Marketing Association Education Foundation for the exemplary job it is doing to identify future leaders of the produce industry.
Each year until this year, the council has given the honor to an individual leader in the Southern California produce industry, but this year its presentation of an honorary award to the PMA Education Foundation was designed to shine a light on this important future leaders program.
Besides having 40 college interns who hail from the United States and beyond in its nationwide program, the foundation has partnered with the council this year on its first-ever regional mentoring program. Twelve students from three Southern California universities are enrolled in this new FPFC/PMA partnership, and each student has been paired with a local produce industry mentor to expose him or her to the industry and help find an internship. The ultimate goal of the foundation is to bring more produce industry visibility to U.S. college campuses.
Cindy Seel, executive director of the foundation, accepted the award and said that the program is designed to let the nation's brightest students know that there are exciting and fulfilling career opportunities in the food industry. The students worked in various exhibit booths at the annual FPFC expo held Tuesday, July 15, where the award was presented.
The three Southern California colleges participating are California State Polytechnic University-Pomona, Chapman Colleges and the University of California-Riverside. UCR Professor Kazi Mamun, whose job it was to recruit students from his campus for the program, admitted that the effort has opened his eyes to opportunities for business students. He said that UCR administrators first tried to entice students from the agricultural program before turning to Professor Mamun's business program.
"I didn't know about the food business," Mr. Mamun said at a reception honoring the students the evening prior to the expo. "It seems like a very exciting industry. Everyone in this industry loves what they are doing."
The expo featured 170 exhibitors and a record crowd in the neighborhood of 1,300 attendees. Typically, participants come from many different segments of the industry. but there is an emphasis on in-store retail and foodservice personnel. For example, Stater Bros. Family Markets, which is based in Southern California and which is one of the nation's larger privately owned regional chains, was represented by Vice President of Produce Roger Schroeder as well as all of his produce supervisors and 50-60 of his store's produce managers.
Gelson's, an upscale Southern California retailer, was represented by Vice President of Floral & Produce Rob McDougall and about 14 or 15 of the produce managers from his 18 stores. "We strongly encourage them to come, but it's not mandatory," said Mr. McDougall.
He said that he asks each attendee to give him a report making specific note of unique items that may work well in a Gelson's format. "We are looking for items that are different - anything that can help us be more unique. We are not trying to copy Ralph's or any of the larger chains."
Mr. McDougall said that he personally saw a number of value-added items that he expects to try. "We also look at our regular vendors and use this opportunity to compare them against their competition. You always have to make sure that your vendor is still the best one out there for you."
Gelson's Produce Manager John Fujii said that he has been coming to FPFC produce expositions for most of the 30 years that he has been a produce manager. "It's a great chance to meet some of the vendors that we do business with and to look at new items."
He said that his particular store's customers are in one of Los Angeles' more exclusive neighborhoods, and they are very discerning. In fact, he has many personal maids and home chefs that do the shopping for the estates at which they work, which makes for a very interesting dynamic.
Phil Henry of Henry Avocado in Escondido, CA, did not exhibit at this year's show, but he walked the floor to run into customers at the wholesale, retail and foodservice levels. "This is a great opportunity to see a number of our key customers," said the longtime council member.
Ken Baca, president of Kendal Floral Supply in Carlsbad, CA, was the recipient of the 2008 Fresh Produce & Floral Council Floral Achievement Award. The company is a leading supplier of bouquets and arrangements, and Mr. Baca was cited for his leadership in that segment of the floral industry.
The all-day event also featured two keynote addresses -- one by well-known retail consultant Harold Lloyd, who spoke on leadership, and a presentation by "CBS News" correspondent Steve Hartman, who discussed the lighter side of the newscast.
Doug Ranno, chief operating officer of Salinas, CA-based Colorful Harvest, which exhibited at the show, called Mr. Hartman "the best speaker he has ever heard at a produce show. He was outstanding. We definitely need more good news," which was one of the correspondent's main points during his presentation.
Each year until this year, the council has given the honor to an individual leader in the Southern California produce industry, but this year its presentation of an honorary award to the PMA Education Foundation was designed to shine a light on this important future leaders program.
Besides having 40 college interns who hail from the United States and beyond in its nationwide program, the foundation has partnered with the council this year on its first-ever regional mentoring program. Twelve students from three Southern California universities are enrolled in this new FPFC/PMA partnership, and each student has been paired with a local produce industry mentor to expose him or her to the industry and help find an internship. The ultimate goal of the foundation is to bring more produce industry visibility to U.S. college campuses.
Cindy Seel, executive director of the foundation, accepted the award and said that the program is designed to let the nation's brightest students know that there are exciting and fulfilling career opportunities in the food industry. The students worked in various exhibit booths at the annual FPFC expo held Tuesday, July 15, where the award was presented.
The three Southern California colleges participating are California State Polytechnic University-Pomona, Chapman Colleges and the University of California-Riverside. UCR Professor Kazi Mamun, whose job it was to recruit students from his campus for the program, admitted that the effort has opened his eyes to opportunities for business students. He said that UCR administrators first tried to entice students from the agricultural program before turning to Professor Mamun's business program.
"I didn't know about the food business," Mr. Mamun said at a reception honoring the students the evening prior to the expo. "It seems like a very exciting industry. Everyone in this industry loves what they are doing."
The expo featured 170 exhibitors and a record crowd in the neighborhood of 1,300 attendees. Typically, participants come from many different segments of the industry. but there is an emphasis on in-store retail and foodservice personnel. For example, Stater Bros. Family Markets, which is based in Southern California and which is one of the nation's larger privately owned regional chains, was represented by Vice President of Produce Roger Schroeder as well as all of his produce supervisors and 50-60 of his store's produce managers.
Gelson's, an upscale Southern California retailer, was represented by Vice President of Floral & Produce Rob McDougall and about 14 or 15 of the produce managers from his 18 stores. "We strongly encourage them to come, but it's not mandatory," said Mr. McDougall.
He said that he asks each attendee to give him a report making specific note of unique items that may work well in a Gelson's format. "We are looking for items that are different - anything that can help us be more unique. We are not trying to copy Ralph's or any of the larger chains."
Mr. McDougall said that he personally saw a number of value-added items that he expects to try. "We also look at our regular vendors and use this opportunity to compare them against their competition. You always have to make sure that your vendor is still the best one out there for you."
Gelson's Produce Manager John Fujii said that he has been coming to FPFC produce expositions for most of the 30 years that he has been a produce manager. "It's a great chance to meet some of the vendors that we do business with and to look at new items."
He said that his particular store's customers are in one of Los Angeles' more exclusive neighborhoods, and they are very discerning. In fact, he has many personal maids and home chefs that do the shopping for the estates at which they work, which makes for a very interesting dynamic.
Phil Henry of Henry Avocado in Escondido, CA, did not exhibit at this year's show, but he walked the floor to run into customers at the wholesale, retail and foodservice levels. "This is a great opportunity to see a number of our key customers," said the longtime council member.
Ken Baca, president of Kendal Floral Supply in Carlsbad, CA, was the recipient of the 2008 Fresh Produce & Floral Council Floral Achievement Award. The company is a leading supplier of bouquets and arrangements, and Mr. Baca was cited for his leadership in that segment of the floral industry.
The all-day event also featured two keynote addresses -- one by well-known retail consultant Harold Lloyd, who spoke on leadership, and a presentation by "CBS News" correspondent Steve Hartman, who discussed the lighter side of the newscast.
Doug Ranno, chief operating officer of Salinas, CA-based Colorful Harvest, which exhibited at the show, called Mr. Hartman "the best speaker he has ever heard at a produce show. He was outstanding. We definitely need more good news," which was one of the correspondent's main points during his presentation.
