To say I had high expectations for last week’s inaugural PMA Foundation Women’s Fresh Perspectives Conference is an understatement. I mean, I expected to learn, network and have my horizons broadened by, well, the multitude of fresh perspectives, but the experience was so special that it will absolutely be included in a short list of game changers of my fresh produce career.

The event inspired a motivated group of professionals in many ways and I truly believe the results will create the momentum necessary to increase the consumption of the products we grow, pack, ship and market. I know, that’s big statement to make, but it’s true and here is why:

To increase consumption we must –

• transform the behaviors and mindsets of both consumers and our industry; and
• develop, strengthen and motivate the people invested in fresh produce, from those in the field to those at the kitchen table.

Both of these criteria were met – no, exceeded – by the PMA Foundation, the steering committee and curriculum partners, Simmons College. The content – from keynotes and panels to team building exercises and receptions – spoke to all experience levels. Also, content wasn’t specific to just women, but to all business professionals, and provided lessons on leveraging the talent that women bring to the table at any organization. Needless to say, our mindsets, in both small and significant ways, were transformed.

Also, the conference attendance and setting was like Goldilocks’ oatmeal – just right! The size and atmosphere were perfectly suited for meaningful sharing and connection building. That, combined with the stellar content, most definitely strengthened and motivated me as a fresh produce marketer. But don’t just take it from me. We interviewed several of the colleagues that we were fortunate to grow and learn alongside in Scottsdale and share their experiences below in order to add power to the momentum.

1. What was the most impactful moment that you experienced at the event?

“Having conversations with many of the younger women, from all walks of the produce life, in attendance made me realize how well-positioned our industry is for the future. It was uplifting and exhilarating!”

– Terri Mouton, Director of Marketing, Frieda’s Specialty Produce

“For me, opening speaker Colette Carlson struck a chord when she taught us the important lesson of ‘stop trying to do one more thing’. So much of my time is spent trying to get just one more thing accomplished, whether at work or at home, and it ends up leaving me frazzled and inefficient.”

– Jennifer Fancher, Director of Marketing, Green Giant Fresh

“For me, the most impactful moment of the PMA Women’s Fresh Perspectives conference was connecting with so many talented and great women. It was encouraging to meet a group of passionate women with whom I can relate to. Their encouragement, knowledge and support, along with the keynote speakers was truly inspirational. I am eager to share and implement the new skills that I have learned with our entire team at Mastronardi Produce/SUNSET®. It was a honor and privilege to participate in the first PMA Women’s Fresh Perspectives Conference and I am looking forward to next year’s conference.”

– Ashley Sarros, Creative Marketing Manager, Mastronardi Produce/SUNSET®

2. What lesson or action item have you already put into practice since the event?

“I have been more confident about simply saying ‘no’ when it comes to my precious time and ‘yes’ to offers of help. Just last weekend, I hosted a family lunch and accepted my sister-in-law’s offer to bring the salad. Just that small gesture set me free!”

– Megan Zweig (The Optimist), Strategic Marketing Director, DMA Solutions

“Several of the speakers emphasized putting your vision, strategies, and goals in writing for accountability. I have been actively working to put everything in writing, and what do you know…..it’s working!”

– Lisa Hilton, General Manager, Frontera Produce

3. How do you plan to stay connected with your fellow attendees beyond the event?

“It has been so fun to see the emails and photos going back and forth since the conference. I feel like we’ve developed an incredibly strong rapport and I look forward to keeping up and sharing insights with my fellow attendees on the Women in Produce LinkedIn Group.”

– Jennifer Fancher, Director of Marketing, Green Giant Fresh

“I have already been in touch with many of the women I met in Scottsdale via LinkedIn. And, I’ve got a call scheduled with my accountability partner that I was paired with in Libby Gill’s seminar – which I plan to make a regular appointment!”

– Terri Mouton, Director of Marketing, Frieda’s Specialty Produce

“Luckily, the fresh produce industry is a very close group – especially in Salinas since we get to see each other on an almost weekly basis. But for our colleagues across the globe, I think it would be a great idea to have an alumni network that we can use as a resource and that will grow each year.”

– Jessica Harris, Trade Marketing Manager, Earthbound Farm

You can see from the gracious responses that something special happened in Scottsdale – something that will no doubt impact our industry. That said, the long-term positive influence of women in produce is not going to be ignited by one event, two associations, or any number of online groups. The proliferation of women in produce and their many contributions will be the direct result of each of our committed efforts to stay connected, share our experiences, and establish more conscious mentoring moments. Each of which will continue this momentum toward increasing the consumption of fresh produce.