Cathy Burns Reflects on Women’s Fresh Perspectives Conference Growth and Its Lasting Impact on Industry Leadership

CARLSBAD, CA - Weeks after the Women's Fresh Perspective Conference, and my cup is still full. My head and heart are rich with alignment, connection, pause, and clarity—and being able to take my own inventory has been such an eye-opening and much-needed appraisal of my hand in my journey, as well as of the environment in which I live and grow. Between sessions at the WFPC event, I walked up to Cathy Burns and immediately felt her warmth and welcome. Anyone lucky enough to be touched by her gravity knows what I mean. She has an uncanny ability to make anyone feel a deep sense of belonging and community. It is simply who she is to make you feel seen and heard, no matter the exchange, context, or timing. I deeply appreciate this about Cathy.

Reflecting on this year's WFPC weeks after the event, Cathy and I discussed the event's evolution, her own, and the defining moments that have shaped the annual event into what it is today. With her own leadership journey, Cathy shares the experience that helped her realize the importance of supporting women in the fresh produce industry.

“I was blessed to grow up in an organization that was intentional and aggressive in training and promoting women. So, when I first joined the association world and had the privilege of visiting our members’ operations, I was struck by how few women were in decision-making roles,” Cathy begins. “I felt responsible for joining the other women trailblazers in the industry who were already lifting women up to have a voice, make an impact, and be role models. My anchor was preparing women to lead and not expect to be 'given a seat at the table.' They had to earn it and make a significant contribution to their organizations. It brings me joy to see the progress made over the past decade. Leadership development will always be a journey, and I’m proud to be associated with this one. ”

At this stage in Cathy's accomplished career, she takes a moment to consider what she might say to her younger self at the beginning of her journey.

“Hey, younger self, you are going to hit some real challenges and barriers in life. How you handle them is within your control. No one can take away your voice—only if you let them,” Cathy says.

Then lays out some words of advice whose statements deserve lines of their own.

Be aggressive AND kind.

Be honest AND thoughtful.

Be clear AND accountable.

“Unleash the best in yourself and others. Be the light in the world. Develop your core values now, while you are young, and live them every day. They will center you and provide the grounding when the times are tough. Life should be full and fulfilling,” Cathy describes. “This is how I try to support others.”

The beauty of the Women’s Fresh Perspectives Conference is that it truly builds on these lessons. It does not just aspire to inspire—it delivers.

“The WFPC portfolio was first developed almost two decades ago by our own Eboni Wall, who now leads strategic partnership efforts at our Foundation for Fresh Produce,” Cathy expresses. “She was inspired by an idea in coursework for her Master’s Degree, and she wanted to launch a pilot. At that time, there was some reluctance to see the need for such a program, but she persevered in her belief in its value. Boy, am I glad she did! Today, that one-time 'pilot' has grown into an annual sell-out and the centerpiece of our Women’s Portfolio, and the benchmark for female leadership development in our industry.”

When I ask Cathy what she hopes is the lasting legacy of this conference—not just for women, but for the culture of the entire fresh produce industry—she shares that she hopes women are transformed by attending it.

“If they are open to it, it will happen. I attend every year, and every year I leave a 'new me.' New tools, new ways to approach barriers, new perspectives on similar issues, even new energy. We all leave with skills we can put to use right away, adding even more value to our organizations. The conference also served as the launching point for our women’s mentoring program, and I want to see that continue to grow and evolve to meet the needs of both female mentors and mentees.”

Dreaming big and executing even bigger is a strength Cathy has honed well, so when she talks about the outcomes she hopes will emerge from the connections made at this event, her vision is expansive.

“As a mother of two daughters, my 'big dream' is rooted in a desire to leave a better world—not just for them, but for the next generation of leaders they represent. I envision a future where the connections made at this conference spark cross-industry collaborations that go beyond professional networking to solve global challenges, like nutrition security and innovation,” Cathy tells me. “I’d love to see our alumnae partnering with policymakers, tech innovators, and global leaders to ensure the fresh produce and floral industry isn't just a place where women have a seat at the table, but a place where they are the primary architects of a healthier, more resilient world. If we can foster a culture where mentorship and bold ideas flow freely across borders and sectors, we won’t just be changing careers; we’ll be changing the world my daughters inherit.”

This is more than a conference—it is a catalyst, and what begins in this room does not end here, but ripples outward for years to come.