Fresh Produce & Floral Council Debuts Harvest Forum & Fair with Focus on Fresh and Floral Ties, Uplifting Relationships, and More; Bryan Presley, Bob Lanter, and More Comment

LONG BEACH, CA - We are a reflection of those who lifted us up, mentored, and helped make us. This and a focus on the future made up the atmosphere of the Fresh Produce & Floral Council's (FPFC) debut Harvest Forum & Fair. 

Spanning two and a half days on the Pacific Coast in Long Beach, California, the schedule offered a plethora of opportunities for connection, networking, and learning. With a one-to-five ratio in attendance, 20 percent was made up of buyers from over 40 different retailers and foodservice operations. 

Bryan Presley, Chairman of FPFC and Replenishment Manager at Albertsons, summed it up after listening to teammate Shawn Peery speak on produce consumption: “What’s great about the FPFC is we get together like this. I know so many of you out there [in the audience], and part of what the FPFC is doing is trying to bring everybody together to sell more produce—and we're doing a great job!"

Bob Lanter, President of the Fresh Produce & Floral Council, shared a few words upon the event's closing.

“What we are trying to accomplish is adding quality educational components to increase the value for all attendees—suppliers and retailers alike. We are also working to stand out in an industry where events happen every month. The focus on harvest helps vendors showcase their innovations for the coming season," he said.

Shawn, National Vice President of Produce for Albertsons, helped to kick off the gathering with a clear intention on digging into the work, delivering data, and creating opportunities to turn obstacles into opportunities in boosting produce consumption.

“You go down the center of the store, they're trying to make things look healthier when they're all made in a factory, and they all control what they're going to taste like. So, how do we take what God gave us in nature, continue to push that, and educate our consumers? That's our challenge,” Shawn summed up. He also emphasized what will help the industry to meet that challenge. “I want to thank the growers and the suppliers in this room. It is hard work what you do to grow produce and flowers for our stores. It is very, very hard. So thank you for that. And I want to thank the Fresh Produce & Floral Council for having this meeting. I'm looking forward to the new things, the opportunities that have been outlined, and I know there's more. Let’s work together on solutions.”

The group broke off into several optional workshops before reuniting for Women In Produce, with Megan Rial, Category Manager for Produce, Stater Bros.; Paige Venable, Floral Director, Vallarta Supermarkets; Tristan Simpson, Founder and Chief Executive Officer, Tristan Michele Marketing; Paula Shimizu, Director of Produce, Bulk Foods and Floral, El Super/Fiesta/Smart & Final, and moderated by Alex Jackson, Vice President of Sales and Marketing, Frieda's Branded Produce.

Alex introduced the powerhouse panel, highlighting how such conversations bring to life the mission of the FPFC.

“They shine a light on the diverse leadership, shaping our industry's future. We're highlighting these voices because they not only celebrate their accomplishments, but they're here to inspire all of you, as well as the next generation of leaders in our industry, to lead with confidence and authenticity,” Alex stated. “The journeys of these remarkable leaders, which are marked by resilience, originality, and purpose, offer valuable lessons for everyone in this room, regardless of your role, gender, or background. Their stories remind us that leadership takes many forms and that progress is driven by those who are willing to push boundaries and build bridges.”

A mellow reception allowed attendees to unwind from either events or travel before the next day of sessions, speakers, and workshops, incentivizing everyone to wake up early with an insightful retail panel on produce perspectives, moderated by Bob himself.

Jacob Cadwallader, Director of Produce, Stater Bros; Bryan Presley, Replenish Manager, Southern California, Albertsons-Vons-Pavilions; and Colin Ager, Business Development Manager, H-E-B shared the stage and their thoughts on everything from how buying decisions are made and supply-side partnerships to tariff and immigration impacts.

Another banner session spotlighted lessons from community-driven grocers, this time with Robert Veilleux, Vice President of Produce and Floral, Vallarta Markets; Alice Grazziani, Floral Director, Gelson's Supermarket; Carmen Chevez, Senior Category Manager, Housewares & Floral, Lazy Acres & New Leaf Community Markets; and Jon Holder, Vice President of Produce and Floral.

Buyer Business Meetings, an Apprentice Alumni Mixer for FPFC’s own leadership program, and other networking opportunities continued to create and foster connections all the way up to Saturday’s four-hour expo.

Attendees began the final day with a speaker who had an impact on just about everyone in the room—Richard Montanez, the man behind Flamin’ Hot Cheetos. The insights and energy were more than inspiring; rest assured there will be a followup report and that I will be watching his biopic, Flamin' Hot.

The final bow was the expo of 70 exhibitors, which opened its doors exclusively to buy-side, followed by the rest of the 500 registered attendees.

While there was certainly an emphasis on gaining business, there was also a profound undercurrent of connection, reflected in a statement Shawn made on that first day.

“I know there's a lot. But you know what? We love to get together like family. We are family. Families have disagreements, believe me. But we have to work together as a family does,” he observed.

This sentiment was profoundly felt when honoring three standout members of the council for the following honors:

• Norman H. (Buzz) Bolstad Legacy Award: Andrew Bivens, Westlake Produce
• First-ever Jan DeLyser Trailblazer of the Year Award: Kristen Reid, MIXTEC
• FPFC Floral Member of the Year: Paige Venable, Vallarta Markets

All reflected on deep roots in the community surrounding them in FPFC, highlighting a convergence between the long legacy of the council and the new beginnings galvanized by the debut of the Harvest Forum & Fair. 

There is much still in store for this newest industry event!