My Takeaways from GPFS2023

It is hard to believe that tomorrow will be a week since the IFPA 2023 Global Produce & Floral Show concluded in Anaheim, and in the week which followed the show my feed on Linkedin, Facebook and Instagram is still filled with posts and messages from people sharing their experiences...EXPERIENCES. Now there is topic to cover.

What is in an Experience?

An experience can be expected or unexpected, it can be good or bad, it can be surprising or maybe even shocking, it can be all those things, but if the experience is valuable...the experience is an investment and an ROI for profitable personal and business outcomes.

I landed in Anaheim late on Saturday, the 14th...arriving early to help our team however I could, to make sure we were ready for the global produce and floral communities to descend onto Anaheim. On Sunday morning, I grabbed my coffee and walked out of the front of my hotel to a full view of the front of the Anaheim Convention Center which was adorned in IFPAs vibrant new branding and colors proclaiming, "Fresh Cut and Cutting Edge", another banner stated, "Unwrap The Freshest Solutions". As I entered the front door of the ACC, the expo set up team was fast at work putting into place all of the interior IFPA banners, advertisements and sponsorship signage which our members strongly supported the event with. It all came together like a perfect puzzle.

We are bold and the colors and branding of IFPA back that up completely. I was astonished by how inviting it was from the huge overhead signs to the floor decals and what resembled a yellow brick road leading from the Fresh Ideas Showcase along the entrances to the show floor. My first thought was that attendees are going to love the new look...and that was only the beginning.

By the time Wednesday came, my schedule picked up in earnest with council meetings, member connections and a great leadership dinner that evening. It was so great to reconnect with many former and current industry leaders who currently serve on IFPA boards or have served the on the former PMA and United Fresh boards.

Also on Wednesday was the optional retail tour and this year we had three amazing and unique stops on the tour. Gelson's, Super King and Grocery Outlet hosted two buses filled with tour attendees many from other countries who came to experience how retailers in the USA merchandise and promote fresh produce. While I was not on the tour, the feedback was exemplary - which certainly was well received. We cannot thank the retail participants enough for their commitment and hospitality for this years tour.

On Thursday, the schedule was even fuller than the day before, kicking off with the State of the Industry address by IFPA CEO, Cathy Burns. Her message and delivery to a packed room, multiple ballrooms to hold the huge attendance from those who were there to hear what Cathy had to say. And she shared both inspirational moments, and a vision of what is right in front of us, from AI and Sustainability to Produce Prescriptions, but she also shared as she stated, the good, the bad and the we just don't know yet. Centering about the C word, "consumption". A topic this industry has been grappling with since my first days as a produce clerk some 44 years ago. She concluded with WE must all take action...that was her challenge to everyone in the room and to those who were not, maybe more so for those who were not present. (my perspective). As the camera panned from Cathy to the audience, live faces on the big screen, with the phrase, you are the solution, and you are, and so are you...as people perked up not knowing if they would be next on camera. It was in my opinion a great moment for our industry.

The rest of Thursday was a rush from one educational session to another, the format and set up took some getting used to and there are learning's to be sure. But overall, attendees could move in and out of sessions quickly without having to dedicate longs periods of time to get information they wanted. As the evening came into focus, attention turned to the outdoors and the Retail and Sponsor VIP reception which has turned into a must attend event....but only if you are a retailer, or global show sponsor. I could feel the FOMO with some who wanted into the reception. The good news is that the Welcome Reception immediately followed the VIP reception and many of the attendees stayed as the space opened up to a large setting to accommodate the throngs of people on the Grand Plaza, it was a great evening, which for some went long into the night...but that is a story for those to tell.

Come Friday morning, we had the "Woz" Steve Wozniak who spoke on the main general session stage. What an amazing mind this man has, but I never knew he was such a jokester and prankster. As he said, much of his early engineering and inventing came out of creating pranks...he was jumping from one topic to another, then asking the moderator, "what was the question". It was in a word, entertaining and while there was not a lot he said which could be practical for produce and floral, I think his message overall was to not let barriers keep you from succeeding and don't be afraid to fail, and lastly have fun.

As the crowd then moved to day one of the expo. I cannot express how crowded the floor was from one end to another, people actually detouring because they could not pass down aisles, and broad way was moving like a slow interstate at rush hour. But all around you saw smiling faces, loud embraces and hugs, handshakes and some fist bumps...our industry was connecting!

Early in the day I ventured over to the Mexico pavilion just in time for the Avocados from Mexico booth ribbon cutting, complete with an authentic Mariachi band direct from Guadalajara. I thought I would never leave, the attendees and exhibitors from Mexico were so engaged and excited...and in the process I was asked to come to Mexico in 2024, and I might just do so!

As I continued my day on the floor, checking in on exhibitors, seeing many, many old friends and former supply partners from my retail days. To answering questions and connecting exhibitors with attendees they wanted to see. One high note for me was taking a moment to see my friend Joseph Bunting receive his award for Retailer of the Year. Knowing Joseph for many years, and knowing him as I do, I cannot think of a more deserving person for this award. There was quite a crowd gathered to see the presentation at The Packer booth, and that is just a testament to how people feel about Joseph. So happy for him and United Family Markets. Overall, the day felt more like a concierge service in race mode...and it felt good! The seven-hour expo flew by, and by the end of the first day the floor was still full with attendees. A great sign for day two...

Before the evening commenced, community receptions took place up on the top level of the convention center. Receptions honoring retail, floral, talent and science & technology sectors all took place concurrently and attendees to move from one to another to connect and watch the festivities unfold. As for the retail award reception the room was filled with retailers and supply side companies along with our gracious reception and award sponsors. The theme of the reception was a night at the academy complete with a red carpet walk and props in the room to remind us of old Hollywood. As I considered how I was going to get the attention of the room to make the award announcements as conversations were flourishing and robust...you never want to stop that, but there was business to handle. So I walked up to the podium and did my best Matthew McConaughey and that famous line from Dazed and Confused...I said, Alright, Alright, Alright! can you hear me. And it worked like a charm...the room got quiet, maybe they thought it WAS Matthew on stage, but it was not to be. As we recognized the fifteen retail produce manager award winners and five retail merchant innovation winners the crowd loading applauded as each winner was called to the stage. And as a surprise to the top five scorers in the retail produce manager category...they each received a $1,000 prize for being named as a grand prize winner. No one in the room knew before that moment aside from the sponsor Dole Foods Company and IFPA award liaisons who the grand prize winners were and the expressions on their faces said it all. It was a great moment.

But not before the party of the week. I do not know how many people were invited to the Sunset / Mastronardi party, but it was many. We were fortunate to be offered tickets to this exclusive event which now I believe is 13 years they have done it. It is one of the best kept secrets leading into the global show...who will perform at the Sunset party. Well let's just say my sources were not in the know. But when Gwen Stefani came out the crowd roared, she put on a great show, but I just don't know how people can move like that. Come midnight it was time to turn in while the younger folks and some my age...ahem, partied on!

And there we were, how could it be Saturday already. But it was, and kicking off the day was the Women's Fresh Perspectives Breakfast, with Allison Felix, Olympic Champion sprinter and business woman address the large audience. Sadly, I was not there, but I heard it was an amazing program. As much as I missed seeing Ms. Felix, I so wish I could have been there to see my good friend Raina Nelson receive the Frieda Rapoport Caplan Catalyst Award. I was so happy for Raina as her story is amazing and inspirational. As long as I have known Raina, her humbleness and empathy have been her defining qualities. So proud for her.

And day two of the expo commenced...again the floor was full to packed most of the day. What generally is the easier of the two-day expo was anything but this time. Since the floor was so packed the day before and with buyers having to spend more time getting around to see all of the show, I was doing my best to answer texts, calls and teams chats to help exhibitors connect with those they wanted to see. It was truly an amazing but busy and by the end of the day...a tiring day, but a good tired, a feeling of accomplishment.

As I made my final pass from IFPA booth 5018, back down through the Innovation Hub, down broad way and to the front of the expo hall I stood there for a moment, reflecting on the week and all the work which went into GPFS2023 and the team behind it. It was a moment I just stood there, took a deep breath and smiled to myself. Then I turned and walked out just as the tear down began...the show was so beautiful I could not stand to watch it all come down.

In closing, the best comment of the week I heard, "how do you top this". Challenge accepted.

Thank you all, the global produce and floral community...we are indeed family.

Until next year in the ATL...but we hope to see you before then.