TAMPA, FL - The ANUK ship has officially touched down back at our headquarters in Sacramento, California, but our minds are still in Tampa, Florida, as we reflect on the thousands of exciting developments on display at the 2024 Southern Exposure. When I set foot on the floor for my first-ever Southeast Produce Council (SEPC) show, my expectations were more than exceeded.
Decked out in camouflage attire, our industry took to a buzzing event filled with opportunities, perspective-shifting insights, and more. With more than 3,400 attendees and over 700 registered buyers, growth opportunities were abundant as fresh produce aficionados gathered to honor our industry’s Unseen Heroes.
“What a great event! Just when one thinks last year can't be topped, the SEPC team does it again and continues to raise the bar,” Tim Graas, Produce Buyer for Associated Wholesale Grocers and Past Chairman of the SEPC Board, reflected. “Both educational sessions were top-notch, and to have Kurt Warner as the keynote speaker was nothing short of amazing. From a business perspective, we were able to gain many new prospects and opportunities and see some new items that are sure to lead to additional sales. Hats off to the SEPC once again for a job well done!”
The event kicked off on Thursday, March 7, with the Tom Page Golf Classic at Lake Jovita Golf & Country Club, welcoming show attendees for a day of friendly competition and networking.
SMP Southeast Marketing stood out as the champs of this year's golf event.
The following Friday brought us a day of perceptive education sessions—including The Hero Effect, featuring motivational speaker and author Kevin Brown, and The Power of Produce 2024, featuring FMI’s Rick Stein and Anne-Marie Roerink of 210 Analytics. Made possible by the Southeast Produce Council and Yerecic Label, this year’s Power of Produce report uncovered the importance of driving impulse purchases, as well as the value of displays and in-stock items.
“Southern Exposure 2024 exemplified industry excellence with record attendee turnout, insightful education sessions, and a vibrant show floor," remarked Kristin Yerecic Scott, Executive Vice President of Customer Experience and Administration for Yerecic Label. "The unveiling of FMI’s Power of Produce research report is always highly anticipated, and this year's session exceeded expectations. Anne-Marie Roerink from 210 Analytics provided attendees with industry-leading insights while Rick Stein of FMI led our panel of all-star buyers through valuable discussions, setting a new standard for industry engagement."
These advantageous sessions were followed by the Southern Roots Luncheon, STARS Fresh Futures, Next Generation Leadership Academy Networking Session, the Retail & Foodservice Reception, and more.
With a focus on women in the industry, this year's Southern Roots Luncheon featured speaker Kristen Hadeed, Founder and Chief Executive Officer of the Human Leadership Program.
The night concluded with an Opening Gala packed with industry expertise and the chance to take home some serious cash from the costume contest, in line with the Unseen Heroes theme. Snagging the cash prize with their creative costumes was:
- Kim Flores with Pro Citrus Network
- Madison Hopper with Equifruit
- Yoli Santacruz and Franky Verdecia with Capro, Inc.
- Brittney Potter and Nicole Stovicek with PrimusLabs/Azzule Systems
“The theme of this year’s Southeast Produce Council’s Southern Exposure being Unseen Heroes is something that is very important to me, and I am so glad we recognized the heroes on the first three feet and the last three feet of our industry,” added Mike Roberts, Vice President of Produce Operations, Harps Food Stores and Chairman of the Board for SEPC. “The camouflage theme along with speakers Kevin Brown and the Keynote speaker Kurt Warner were great ways to celebrate the unseen heroes this year! What a great show!”
On Saturday, attendees enjoyed that inspiring Keynote Brunch Mike spoke of with celebrity speaker Kurt Warner, former NFL quarterback for the Arizona Cardinals, as well as Platform Point Speaker and Keynote Moderator Adam Mendler. Warner invigorated attendees with his discussion about determination, consistency, and the importance of "practicing how you want to play."
The SEPC also took a moment to honor Faye Westfall with the Terry Vorhees Lifetime Achievement Award, lauding her for her spectacular impact on the fresh produce space.
The remainder of the day was spent exploring an impressive show floor during the exposition, which welcomed attendees with the Bright Ideas Fresh Arrivals showcase and a variety of innovation stations.
Showing off their creativity, multiple companies were awarded for their impressive booth designs, with Jim Rash, John Greene Logistics Company, and RPE taking home prizes for the booth decorating contest.
Also awarded for Best Themed Directory Ad were King Fresh Produce, Titan Farms, and John Greene Logistics Company.
Overall, the event served as the epicenter for industry connection, innovation, and partnership, successfully bridging the gap between the supply-side and the buy-side.
“Not only do I look forward to the Southern Exposure event every year, but it's also the can't-miss show of the year, in my opinion. While it is always great to leave the Buffalo weather behind for a few days, the benefits of this show were much more robust,” said Jeff Cady, Northeast Shared Services' Vice President of Produce and Floral. “The opportunities to network, see new products, have productive, thought-provoking conversations about how to grow the produce business, and visit with old friends were plentiful as usual. The event put me in a perfect state of mind to be productive and work on building relationships with new and current partners.”
Kim Andreason, Produce Program Coordinator, Jason's Deli, also shared her words and enthusiasm with me.
"Southern Exposure 2024 exceeded expectations! Kristen Hadeed, Kurt Warner, and Kevin Brown delivered engaging and well-received sessions. Interacting with emerging leaders from both the Stars and Step Upp groups was a rewarding experience, highlighting a promising pool of talent for the future of our industry," Kim expressed. "The exhibition hall buzzed with activity, and reconnecting with industry partners and friends is always a delightful aspect. I eagerly anticipate what Southern Innovations in Nashville will bring."
It’s safe to say there was not a single dull moment during SEPC’s eventful Southern Exposure show, and our team left electrified with inspiration and excitement for all our industry has in store.
Until next time, fresh produce friends! You can bet our calendars are already marked for Southern Innovations in September.
