YAKIMA, WA - An event created to build community and create space for women across our industry is taking wing. Last year, the initial foundation was laid to broaden the reach and opportunities found at the International Fresh Produce Association’s annual Women’s Fresh Perspectives Conference. An idea to bring a pop-up variation of the event, whose waitlist matched attendance for the 2026 event that took place in April, so that more females in all areas of fresh, especially those who do not get to travel, could connect.

What started as a bold idea one year ago in Yakima, Washington, has become something undeniable. The second annual Women's Fresh Perspective Pacific Northwest Regional Conference, which took place for the second time on May 21 and hosted 230 women, proved that last year's debut was not a moment. It was a beginning.

"The passion in the room was incredible, and it was inspiring to watch women from across agriculture and fresh produce come together to learn, connect, and support one another," Catherine Gipe-Stewart, Director of Marketing for Superfresh Growers, reflected in a message to attendees after the event.

From the first session to the final conversation that lingered long after the room cleared, the energy was unmistakable. Women from the field to operations, food safety, accounting, sales, and leadership filled a space designed specifically for them—a fact of immeasurable magnitude as our industry seeks to embolden an important demographic.

“The best part of this event? Watching incredibly capable women realize they’re not the only ones figuring it out as they go—and then immediately start building the kind of relationships that make them even more unstoppable,” Carrie Mack, Senior Sourcing Manager at Walmart, told me as we talked about memorable moments.

It is shocking the impact a single day can make. Moving around a single, anchoring theme—Lead From Within—every speaker, panelist, and honest exchange in the room orbited that idea. Leadership, the conference made clear, is not about title or position. It is influence. It is a responsibility. It begins with knowing yourself, and it grows through community.

Keynote speaker Wendy McManus set a powerful tone early, challenging attendees to reconsider the relationship between courage and confidence. Courage, she reminded the room, does not wait for readiness—it moves in spite of it.

That message, I was told, landed visibly. Panelists admitted their legs were shaking on stage, and they showed up anyway. In doing so, they gave every woman watching permission to do the same.

“I was truly honored to speak at the Women’s Fresh Perspectives PNW Regional Event. My core idea is that we must lead ourselves well before we can be effective in leading others. In this talk, I focused on two key elements of self-leadership: courage and resilience. My message really seemed to resonate with the audience, and I think everyone found something they could apply even though I was speaking to women from literally every stage of their careers,” she shared with me.

Wendy reframed resilience in a way that resonated deeply: We already carry it. In an industry of hard moments, she reminded attendees that these don't break us from the outside; they bring something already within to the surface. Aligning well with both the room’s attendees and the industry at large, she offered an alternative to pushing harder through exhaustion: Look backward, organizers encouraged. Notice the evidence of what you have already survived, already accomplished.

“What I appreciated most about this event was the electricity in the room,” Wendy said of the overall event. “Everyone seemed genuinely excited to be there, and they gave each speaker and panelist such focused attention. As a speaker, there is an energetic exchange with the audience that feeds me and makes me better. That response from the WFP PNW audience helped me show up at my very best. The organizers of WFP PNW did a fantastic job. Everything ran smoothly and the day was a huge success. It’s not easy to pull off an event of this scale with mostly volunteer efforts. Kudos to co-chairs Cat Gipe-Stewart and Carrie Mack, plus every member of their planning committee who worked seamlessly together.”

Connecting with every walk of our industry, the event then hosted a career advancement panel that brought its own brand of honesty.

Viri Acevedo Saucedo shared that she stopped waiting to feel ready and moved forward anyway.

Eva Martinez described being told she wouldn't fit a new role, and taking it regardless.

Soo Choi delivered the line that brought into frame all the pieces being laid.

"Your career should be a garnish to your life. Don't let the garnish become the full meal. And it shouldn't just be a parsley garnish—make it a delicious, juicy strawberry," she shared.

And the advice did not come without steps to make the process possible: Take the PTO; eat lunch; turn off notifications; say “no” without guilt.

These weren't small reminders; they were permissions in a room full of women who have spent careers proving their worth. It recognized that stress and growth are practical and necessary, but that there are ways to mitigate the cost. A fact that pays dividends for all.

"I didn't say yes. I negotiated my yes," Lina Maria Sanchez concluded, gifting attendees a framework that reframed what self-advocacy looks like in real time.

The conversations started here will continue. The courage practiced here will carry forward. Women who showed up—panelists and attendees alike—have already shared leaving with the understanding that they are not doing this alone. A whole network weaves throughout our industry, ready to connect and support.

What this conference is building extends beyond a single day. As I reflect on the strides even from last year’s debut to this, I can’t help but feel we are witnessing a beginning to the next chapter of a stronger, better-balanced industry for all.

DELANO, CA - With a positive outlook on the table grape season ahead, Jasmine Vineyards has an exciting stretch ahead. I had the opportunity to check in with company President Jon Zaninovich to discuss Jasmine Vineyards’ current outlook and expectations for a season that is running two weeks ahead of last year’s schedule, as well as an exciting new aspect of the company’s Fresh Alerts™ program.

“The timing is a big shift from last season, when a cool spring delayed us by two weeks. Being ahead like this is a great position to be in because it gives us a much wider window to harvest the fruit and meet our suppliers' needs,” Jon shares. “We expect to have an excellent quantity of delicious red, green, and black grapes to support strong summer and fall promotions.”

With fruit looking exceptional across Jasmine’s entire lineup, Jon tells me that while there’s always a lot of excitement for varieties like Sweet Celebration™, Sweet Globe®, and Great Green, every variety the company grows is a standout that meets the exceptional quality retailers expect from its ranch.

As we discuss maximizing the opportunities teed up by the quality and timing of the current outlook, Jon says he always felt that when it comes to the produce aisle, a free sample is the best way to give a consumer a real experience with the fruit.

“Once they taste that crunch, the quality speaks for itself,” he says simply. “I also love seeing ‘edible table’ displays where whole bunches are presented—it really shows off the beauty of the fruit we’ve worked all year to grow. It’s also a perfect time to promote grapes as a wonderful hydration food. They’re packed with nutrients, which is exactly what health-conscious shoppers are looking for as they head into the warmer summer months.”

Jasmine Vineyards, Jon mentions, will also soon be taking another big step in supporting its retail partners.

“We have a big update coming for our Fresh Alerts program, finalizing an upgrade that will provide our buyers with more direct, real-time visibility into the harvest as it passes through the packhouse,” he shares.

With that latest teaser in mind, AndNowUKnow will be sure to come back with more details once available, so stay tuned!