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SEPC draws the industry to Southern Exposure

By
Gordon M. Hochberg

With an extensive array of dynamic speakers, informative educational sessions, an exciting opening gala, a great golf tournament, a trade show packed with buyers and sellers, and much, much more, the Southeast Produce Council welcomed the industry to its annual flagship event, Southern Exposure 2024.

Mike Roberts cuts the ribbon to open the Southeast Produce Council’s Southern Exposure, joined by David Sherrod, Kristin Yerecic Scott, Sloan Lott, Gary Baker and Tim Graas
Mike Roberts cuts the ribbon to open the Southeast Produce
Council’s Southern Exposure, joined by David Sherrod, Kristin
Yerecic Scott, Sloan Lott, Gary Baker and Tim Graas

This year's event took place March 7-9, in Tampa, FL, and by all accounts, it delivered on everything it promised.

"I don't know if I've seen a better-attended Southern Exposure," David Sherrod, the council's president and CEO, said during the closing reception. "I don't know if I've seen a better-attended produce show when it came down to the number of people that actually were on the show floor."

He added, "And as we go forward, we want to make sure we have enough room, but I will tell you that what I saw was nothing but happy people, happy vendors and happy retailers."

Sherrod provided some preliminary numbers. "We were somewhere around 3,400 that checked in, and I think we'll be between that and 3,500. And we did surpass the 700-mark on buyers. When you look at that ratio, I just don't know of another trade show in our industry that's getting that buyer-to-seller ratio."

Sherrod said that even around 3-4 p.m. at the booths, "There were still retailers all around, so I know they were busy from start to finish. That's a testimonial of a very good food show. The more customers you see, the better off you're going to be. And we saw that throughout the show."

He continued, "The people who were attending saw something they have come to expect at Southern Exposure: a lot of customers, a lot of activity, a lot of buzz around the show floor. And it's not just the show that makes us. It's also all the other things like the educational content that I thought was off the charts this year."

STARS students gathered Friday morning, March 8, to hear presentations from three produce professionals who shared their experience. The speakers were Garland Perkins of Oppy, Mayra Vazquez of Latin Specialties Produce Corp. and Drew Callaghan of RPE LLC.
STARS students gathered Friday morning, March 8, to hear
presentations from three produce professionals who shared
their experience. The speakers were Garland Perkins of Oppy,
Mayra Vazquez of Latin Specialties Produce Corp. and Drew
Callaghan of RPE LLC.

For example, "The Power of Produce was informative," he said. "Rick and Anne-Marie do such a great job of putting that together, and the retail and foodservice buyers on the panel were excellent."

The schedule
Following the VIP dinner Wednesday evening, March 6, at Ulele, Southern Exposure 2024 kicked into high gear the next day with the annual Tom Page Golf Classic.

In the evening, the Future Generations Celebration Dinner was held, which featured the students from the Southeast Top Agricultural Recruits Scholarship program, the class members of both the retail and foodservice wings of the Southeast Training Education Program for Upcoming Produce Professionals, and the members of the Next Generation Leadership Academy.

On Friday, March 8, the STARS breakfast was held, where students heard from three industry leaders — Garland Perkins of Oppy, Mayra Vazquez of Latin Specialties Produce Corp. and Drew Callaghan of RPE LLC — who told the students how they came to choose the produce industry and how rewarding a produce career can be.

The two educational sessions were held that morning, and as usual were very well attended. The first featured Kevin Brown, a motivational speaker and author of The Hero Effect and Unleashing Your Hero. The second was The Power of Produce, with co-presenters Rick Stein, vice president of fresh foods at FMI, and Anne-Marie Roerink, president of 210 Analytics.

The Southern Roots luncheon (for women in produce) took place in the afternoon featuring Kristen Hadeed, founder and CEO of the Human Leadership Program, whose presentation was titled, Permission to Screw Up.

The Southeast Produce Council held the inaugural Good Seeds MENtor Program on Friday afternoon, March 8. The speaker was Joe Pellegrino (right), founder and president of Legacy Minded Men, shown with Mike Roberts, SEPC chairman of the board of directors.
The Southeast Produce Council held the inaugural Good
Seeds MENtor Program on Friday afternoon, March 8. The
speaker was Joe Pellegrino (right), founder and president of
Legacy Minded Men, shown with Mike Roberts, SEPC
chairman of the board of directors.

A brand new event just for men, called the Good Seeds MENtor Program, took place during the same time period, where Joe Pellegrino, founder and president of Legacy Minded Men, spoke to the group about what it means to be a good man in today's world.

The high-energy Opening Gala took place that evening.

On Saturday, March 9, the keynote brunch featured the presentation of the 2024 Terry Vorhees Lifetime Achievement Award to Faye Westfall, whose involvement with the council goes back to its earliest days, and who helped build STEP-UPP into one of the council's premier programs.

Similar to last year, there were two keynote speakers. Adam Mendler, creator and host of the Thirty Minute Mentors Podcast, was the moderator and industry keynoter; Kurt Warner, a former National Football League quarterback, was the celebrity keynoter.

At the conclusion of the keynote brunch, the expo took place from 11:30 a.m. to 6 p.m., followed by the Closing Reception.

Thoughts from the expo
The Produce News spoke to a number of people during the closing hours of the expo to ask what they thought about Southern Exposure 2024.

"I am loving the show. The energy here today is fabulous," said Bonnie Lundblad of Sunny Valley International. "I don't know if it's the sunshine here in Tampa, but everyone is so energetic, trying to make sure that they get to see everybody. I've seen a lot of retailers, a lot of wholesalers, a lot of everybody within our industry. I don't know why, but for some reason, I feel like they are just more inquisitive and interactive with everyone at this show. It's really impressive."

She added, "I feel like we might be in a little smaller space. I'm not quite sure because everyone's in one room. There have been times where we're separated in different rooms. I like being maybe a little bit closer; everyone's able to get up and down the rows. I also think that the feeling of being a little closer to each other is creating a lot of energy. You turn around and right behind you is someone else you want to say hi to."

Asked about this year's location, she replied, "I love Tampa. I really do like this convention center. I also think it's great that they have some of the different functions at the different hotels as well as at the convention center so you're getting a little bit of the flavor of each of those places."

She concluded, "I think SEPC has a great formula for a great show. There are so many shows these days, but Southern Exposure really has a great vibe — a lot of energy. I know SEPC works really hard to put on the show. They make it look easy. It almost comes off without a hitch. Whether there are hitches or not, you don't see any. They know what they're doing."

Tim Harrington of Stemilt Growers called Southern Exposure "a really, really well-attended show," adding, "We're seeing people from all over the country — West Coast, Northeast, middle of the country. I've seen all my really wonderful customers that I could hope to see. Not a person was missing. Great show, great traffic."

He said SEPC does "a tremendous job. They always pick a good venue, with lots of activities, events and meetings to attend. The networking is super. We're seeing a lot of our existing base here, folks from Canada, lots from the U.S. We're enjoying showing them some of the new items that we are debuting. We've had a lot of fun things to share with them."

He offered this advice to SEPC: "Keep working the magic you have. Everybody I know loves this show. They love the time of the year it takes place, they love the venues, they love the warm weather. There's lots to enjoy, lots of great people we get to see, not only as business people but as our friends and colleagues."

Josh Auerbach of Maurice A. Auerbach Inc. said, "It's been fantastic pretty much from the very beginning. We've had not only traffic and people coming by, but buyers and growers that we wanted to see and speak with coming to see us. It's been very good."

He added, "We've always liked this show because in addition to seeing some of our friends from the Northeast, there's obviously major businesses down here, and it's nice to be on their home turf."

Charlie Eagle of Southern Specialties said, "This has been a pretty active show. With our booth location, when the show opened we were kind of inundated. We had a little bit of a challenge being able to deal with all the potential customers who walked by. But as the show progressed, it slowed down a little, and we were able to allot better time to potential customers and to spend some time walking the show. It gave me an opportunity to meet some of those people that I've been looking to speak to on the show floor. And we have enough people in attendance with our company to afford us to do that."

The keynote brunch "was excellent, and I was really impressed at the attendance," he added. "This show has grown exponentially since the very first show that we attended. We exhibited at that show in Lakeland, which I think had somewhere in the vicinity of 80 vendors, and this year they're nudging 300. It remains the show that those growers and shippers in the produce industry really want to be in."

He continued, "Every year we try to show all those products that we bring to market. Many of those are available either in bulk or in foodservice packs as well as value added."

Eagle also wanted to mention this about the Southeast Produce Council: "The programs in the organization that are geared toward bringing along younger members of the produce industry are very impactful and very important. They include the STEP-UPP program that has proven to be a tremendous success. Eventually it was divided into two segments: one for retail and one for foodservice. We enjoy hosting those groups. I think we shed light on the value that Southern Specialties as a grower, shipper and importer brings to the industry. And the relatively new leadership class is also a fantastic opportunity for those that have joined our industry who want to grow within the industry."

Finally, David Sherrod concluded his comments about Southern Exposure 2024 with this: "If I have only one word to describe the events during Southern Exposure 2024, it would be 'powerful.' There was an energy that was present from the beginning of the conference that lasted throughout the weekend, and I know it will carry us back to our homes and workplaces."

He added, "We felt the power of the next generation of produce professionals as we celebrated our STARS, STEP-UPP and NGLA classes on Thursday night. That feeling carried over to our SEPC University Educational Sessions on Friday, with Kevin Brown giving us a hugely inspirational speech on how to unleash our inner hero, followed by the highly anticipated Power of Produce with the largest crowd we have ever had in attendance. We were blessed by both our Southern Roots and Good Seeds programs that followed on Friday. The Opening Gala was attended by over 1,600 members and really energized the crowd for Saturday's events. During the Keynote Brunch, Kurt Warner gave us all something to reflect upon in our own lives regarding perseverance and faith."

He continued, "All this and more lead up to one of the best networking expos we have ever seen. So many buyers and sellers were connecting and having intimate conversations for the entirety of the show. I would like to give my heartfelt thanks to all of our unseen heroes who make the Southeast Produce Council what it has become: Together We Grow Higher."

Looking ahead to Southern Innovations this September in Nashville, the council president stated, "We're going to be working on some new partnerships with some other companies to make for a more innovative show. Not the typical food show that everybody's got used to. We're looking at some new ways to bring more innovations and technologies to the floor. We're also making sure that we're doing that with everything that's going on with artificial intelligence and some of the new sustainability efforts. I think it's going to be one of those shows that nobody wants to miss because they want to be on that cutting edge."

Gordon Hochberg

Gordon Hochberg

About Gordon M. Hochberg  |  email

Gordon M. Hochberg was born in New York City, and grew up in Westchester County, NY. He earned a bachelor of arts degree in history from Lafayette College in 1973.

He started his career at The Produce News in the late 1970s, and has been with the publication ever since.

He served on the Board of Trustees of the New Jersey Agricultural Society from 2012 to 2018. He currently serves on the Southeast Produce Council’s Board of Governors.

He enjoys music, theater and reading (American and ancient history are his favorites). And he’s been a lifelong fan of the New York Yankees since attending his first game in the late 1950s. He and his wife, Kathi, have been married since 1974.

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