MIAMI, FL - It is a shining moment for women in the produce and floral industry, and according to the Center for Growing Talent by PMA, they should “Own It.”
That is the theme of this years Women’s Fresh Perspectives Conference, anyway. The event, being held in Miami, Florida on April 23-25, is entering its fifth year and has quickly become a milestone for the success and growth of gender diversity within this historically male-dominated produce landscape. And, because research shows that more women in leadership positions measurably fuel a company’s success, CGTbyPMA designed this event to propel the entire industry, all genders included, forward.
The curriculum leverages this competitive advantage by building and strengthening core leadership skills that are important for all leaders, while addressing broader issues that uniquely affect women.
I can personally attest that the inaugural Women’s Fresh Perspectives in 2013, as my first industry event, left a lasting impact and I learned things there that I still carry with me and use every day.
So, as the industry puts the finishing touches to their annual event schedules, it would be a shame to skip this one, and the opportunity for competitive advantage that it brings.
With Early Bird registration ending right around the corner on March 17, I connected with some of the key coordinators and participants in the event, Alex Jackson, Senior Account Manager, Frieda's Specialty Foods; Alicia Calhoun, Vice President, Talent Portfolio; and Nancy Johnston, Sr. Sales & Marketing Manager for Sysco Produce, for a roundtable Q&A about what to expect from this year's not-to-be-missed lineup.
Q: What is the mission of the conference?
Alicia Calhoun: The Women’s Fresh Perspectives Conference is developed specifically for women in the produce and floral industry regardless of their career stage, with the mission to cultivate women's potential. The theme of the conference this year is “Own It,” which embodies the core philosophy of what makes women in this industry extraordinary.
Q: What are the highlights of the schedule?
AC: The schedule is brimming with beneficial topics—it’s impossible to single out one session since they were all picked with a purpose—but I can’t deny how excited I am for keynote speaker Mel Robbins’ session on creating lasting behavior change. Mel has led multi-year coaching programs at the likes of Johnson&Johnson; given one of the top TEDx talks in the world; and been tapped to host shows for FOX, A&E, Cox Media Group, and now CNN.
Mel’s perspective on leadership, risk, and human potential will empower attendees to conquer fears and eliminate mistakes in order to propel their performance. Her talk will perfectly underscore the “Own It” theme of the conference this year.
Beyond the general sessions, the concurrent workshops are designed to meet the needs of emerging, middle-level, and executive leaders. These highly-interactive sessions are tailored to ensure attendees get the most value by focusing on all levels of their career.
Q: Why do you feel this conference is important to the industry?
Nancy Johnston: I used to be able to count on one hand the women who were in produce sales in Salinas 25 years ago. Today, we have hundreds of women in all fields of interest, and it’s essential for our industry’s growth that we have a peer forum to openly talk and develop our skills. By doing so, not only do we excel and push ourselves and our companies to the next level, but we encourage other women to join this wonderful community.
Alex Jackson: Our industry offers many opportunities for networking, and not as many opportunities for professional development. Most professional development programs are for high-level employees, whereas the Women’s Fresh Perspectives conference offers professional development for women in all levels of their career. On top of this, our industry has spoken for years about the lack of young professionals, and women, coming into our industry. It is important to retain the ones we have by investing in them. This conference is the perfect opportunity to invest in both young and women professionals.
Q: Why should companies send their employees?
AJ: This is a great opportunity for your employees to not only make industry connections that will benefit your business, but return with confidence and the ability to realize their full potential to perform in your workplace!
For the women in our industry who continue to excel, this program offers Mid-Level and Executive tracks that teach them business and management strategies to bring back and implement. All of the speakers that the CGTbyPMA hires to inspire and educate these women make themselves available for continuous learning, which benefits your business. We have had many participating companies hire the speakers from past conferences to come to their workplace to teach all of their employees, male and female. Yes, these women are here to learn in the female perspective, however, the education goes beyond gender boundaries.
When women meet other women in the produce and floral industry, they are encouraged to use their network even more, and to stay at their company, and in the industry longer than they would without a network of women around them.
NJ: Women are essential to the growth of our industry and the companies they work for, and leaders need to invest in the future. This is a great opportunity to help strengthen your bond with women employees, and since women tend to be inherently team-oriented, it can help retain and build relationships.
AC: Networking at these types of events is always key–and having such a diverse cross-section of women of all ages, from different supply chain segments, and from all over the world provides a great platform for attendees to continue to build their network of peers.
Q: Anything else to add?
NJ: I am excited to participate in the women’s panel this year—it will be a great learning experience to hear from all the different participants. I want to hear from as many people as possible, so make sure to register before it’s too late!
