This year, our workshops will include a new format that is designed to be more engaging with the audience. It’s a called a Town Hall Meeting. And this new structure will include several expert speakers each providing insights around an individual topic surrounding one main theme. Each speaker’s presentation will be limited to 10-15 minutes to allow more time for the attendees to ask questions providing a more interactive setting to discuss ideas and brainstorm on the leading-edge issues facing our industry. Here is a summary of the sessions:
Production Trends Shaping our Industry: Traceability/Food Safety, Sustainability and Locally Grown
In today’s market place, consumers are increasingly concerned about food safety, sustainability and also where the products are grown. These key production trends are shaping our industry and changing not only how we do business but also how we market to consumers. This workshop will include several expert speakers in a new Town Hall Meeting format that will encourage attendees to interact more with the speakers and ask questions to gain insights.
Ronnie L. De La Cruz Moderator
Throughout the years, Ronnie De La Cruz has been a featured presenter at the SPC Expo. That’s because Ronnie delivers, with his high energy, highly interactive style centered on imparting “Real-world know-how”.
With over 20 years of industry experience, De La Cruz provides both consulting and training services with grower/shippers, retailers, foodservice distributors and operators, as well as non-traditional fresh produce distribution channels.
Edith Garrett Traceability/Food Safety
Danaco Solutions LLC is a produce procurement and management firm specializing in strategic risk management for produce in the food service industry. Before joining Danaco as V.P. Quality & Food Safety in 2008, Edith owned and managed Edith Garrett & Associates, Inc. (EGA) from 2004-08. A consulting firm with expertise in the fresh fruit and vegetable industry, EGA focused on application of food safety programs and industry research in food safety, future trends, market analysis and regulatory requirements.
Prior to forming EGA, Edith spent nine years as President of the International Fresh-cut Produce Association (IFPA) from Nov. 1994 – Jan. 2004. Garrett is an author and frequent speaker on industry marketing and product trends, crisis management, regulatory affairs, and technical issues in the produce industry. She has served on the United States Department of Agriculture’s (USDA) Agricultural Technical Advisory Committee for Trade in Fruits and Vegetables from 2001-2003 and numerous other industry committees.
Tony Dimare Locally Grown
The DiMare Company is an 82-year-old family produce business with operations in Florida, South Carolina, California, Illinois, Massachusetts, Pennsylvania, and Texas. Known as pioneers in the tomato industry, the DiMare companies have always been in the forefront of innovation by developing and utilizing advancements in technology.
Tony oversees operations in Ruskin and Homestead, Florida, and Johns Island, South Carolina. He began working for the family business in 1983 and is among the third generation of DiMares to do so.
Tony was elected in 2008 to serve on the United Fresh Produce Association’s board of directors. He has been a member of the Florida Fruit & Vegetable Association’s board of directors since 1996. At various times, Tony also has served as president/chairman of the Florida Tomato Exchange, the Florida Tomato Committee and the Florida Tomato Growers Exchange. In 2002, he was appointed by the Secretary of Agriculture to the inaugural USDA Fruit and Vegetable Industry Advisory Committee. Also that year, he served on the Florida Agriculture Trade Advisory Committee for Congressman Adam Putnam. He was co-founder and coordinator of the inaugural Florida Ag Expo.
Kevin began his career with Procacci Brothers as an intern through the Food Marketing Cooperative Program at Saint Joseph’s University. Through the co-op, Kevin was immersed in the fast-paced, operational side of the produce industry, working in the warehouse, production, shipping and receiving areas, and coordinating the daily flow of product.
Kevin made several critically important observations, recommending fundamental changes in the workflow processes that served to greatly improve production line efficiency while reducing operating costs and down time. As the Director of Corporate Sustainability & Productivity, he leads the company’s environmental sustainability and employee outreach agenda and has initiated several new programs including a carbon footprint measurement system, worker health and education opportunities, and crop program certification in sustainability. In addition, he developed a comprehensive Code of Business Conduct governing all corporate relationships with vendor-suppliers, customers and business partners.
Marketing and Merchandising Trends: WIC Nutrition Program, Consumer Trends in this Economy and Social Marketing
As we enter into a new decade, there are several “hot” marketing trends that are quickly changing how we merchandise and market produce. These latest trends include the recent changes to the WIC Nutrition Program, consumer trends in this new economy and social online marketing. This workshop will include several expert speakers in a new Town Hall Meeting format that will encourage attendees to interact more with the speakers and ask questions to gain insights.
As a marketing consultant since 1999, Heidi McIntyre's expertise includes developing progressive, innovative marketing programs for the produce industry. Heidi also co-founded Produce for Kids and also serves as the executive director. To date, the organization has raised over $2.5 million to date to benefit children’s organizations.
Heidi's successful marketing campaigns earned her recognition including the following awards: "Marketing Excellence" award from Produce Business magazine (four times) and the " National Excellence" award from the Produce for Better Health Foundation. Heidi is a founding member and served as a Board of Director for the Southeast Produce Council. Prior to becoming a consultant, Heidi served as the Director of Marketing for the National Watermelon Promotion Board for five years.
Lorelei DiSogra, ED.D. WIC Nutrition Program
Lorelei DiSogra is an advocate for eating a diet rich in fruits and vegetables to promote good health and prevent chronic disease and is one of the founders of the 5 A Day Program in the U.S.
In her present position she is responsible for nutrition policy, specifically reshaping federal policy to drive environmental changes that increase children’s fruit and vegetable consumption consistent with the Dietary Guidelines. Recently Lorelei played a leadership role in ensuring that the new WIC food packages include vouchers for fresh fruits and vegetables. Currently, she is engaged in the reauthorization of the Child Nutrition Act with the goal of increasing fresh fruits and vegetables in school meals and promoting a salad bar in school cafeteria.
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John Avola Social Online Marketing
Market and Internet
John Avola is well versed in innovative marketing solutions, social media integration, and campaign strategy and development. After graduating from the University of Central Florida with a Bachelor of Arts in advertising and public relations, John gained experience with a renowned advertising agency where he specialized in client relationship management and was responsible for total advertising budgets of $8.5 million.
In 2008, John was hired by Produce for Kids to assist in building their online marketing programs and in-store promotional campaigns. As the Marketing and Internet Development Manager, he implemented a complete online marketing plan that increased the number of unique visitors from 5,000 to 40,000 to the Produce for Kids website and conducted a social media strategy that increased overall brand awareness. In 2009, John founded Social Media & You (www.johnavola.com), a blog that specializes in customizing social media resources to meet individual and business needs.
Dick McKellogg has worked in the retail grocery industry for 35 years. His experience has included several management positions with independent retailers and retail chains including owning and operating his own retail produce and meat market. For over 20 years he has held positions in produce merchandising and marketing. Dick is passionate about produce retailing and keeping associates focused and well trained in the basics. Dick has served on the SPC board, SPC education committee and PMA retail board.
