FPFC Produce & Floral Holiday Showcase to explore the future of the produce industry

August 20, 2026 COSTA MESA, CA – The produce industry is sophisticated and data-driven. Retail decision making is more technically advanced than ever before.

With more data and emerging technologies, the demand for more skill is constant. What does this mean for the people who run the fresh produce industry?

A panel of today’s experts will explore tomorrow’s answers at the FPFC BB #:162392 Produce & Floral Holiday Showcase. The session runs Wednesday, August 26, from 4:30 to 6:00 p.m. It’s part of a packed, two-day agenda that brings together educational programming, networking and exhibitors, with a special emphasis on holidays and seasonal moments that drive produce and floral success.

In a recently published Produce Industry Career Development Guide, Produce Business notes that fewer young professionals are entering the industry. As the sector shifts and requires more AI and automation, there’s a need for technical skills and institutional knowledge.

To put it more simply, the industry needs talent. Clear progression, mentorships, and visible career pathways are essential to attract and retain millennials and Generation Z. Can the industry deliver?

The Produce Summit portion of the Holiday Showcase is focused on these challenges, along with ideas for building a stronger talent pipeline that has both technical expertise and supply chain knowledge.

Veronica Rodarte, director of sales and commodity management for chili, tropicals and herbs at Progressive Produce and FPFC chair, will open the session and introduce keynote speaker Tom Barnes. Barnes, the CEO of Category Partners, will deliver a data-backed snapshot of the produce industry and its future direction.

Analyzing data led Barnes to the produce business, and he’s built his career finding the story behind the numbers and treating data as a compass that needs to be checked frequently. The dynamics and subtleties of fresh produce that make category management challenging also make it rewarding.

“As industry veterans, we can teach the next generation to read data well, and to use it as a guide for decisions instead of a final argument,” said Barnes. “The data tells us where the industry is headed, but we need people to take it there, and I’m excited to talk about it at the Holiday Showcase.”

Following Barnes’ keynote, a panel of produce veterans will react and dig into the skills, career pathways and education needed to support another generation of industry success. Panelists include:

• Jake Cadwallader, director of produce, floral & QC, Stater Bros.
• Dan Madsen, CEO of Legacy Farms, Cal-Fresco and Frieda’s Branded Produce
• Erin Tice, senior national category manager, Sprouts

Kori Martin, sales manager for Oppy, will moderate a lively and instructive discussion. Topics will include data fluency, mentorship, hands-on paths to produce careers and more.

“I’ve watched the FPFC help grow a generation of industry leaders through its Apprentice Program,” said Martin. “I’m excited to be moderating this panel to discuss what got us to where we are, and what the next generation needs from us to find their place in fresh produce.”

What is the FPFC Produce & Floral Holiday Showcase?
Billed as “A Showcase for All Seasons,” the Holiday Showcase celebrates the seasonal moments that drive success in fresh produce and floral. The education-focused experience includes speakers, breakout sessions, networking opportunities and an exhibition hall with products, seasonal ideas and holiday promotions.

Space is limited! Sign up to attend the FPFC Holiday Showcase.
Be a part of the conversations bringing about the future of fresh produce at the Produce & Floral Holiday Showcase. This event is intimate by design, and there are limited seats available. Register now at fpfc.org/events and secure your spot.

About the Fresh Produce and Floral Council
The mission of the Fresh Produce and Floral Council is to connect members to the information, education and professional network they need to increase knowledge, grow their businesses and collectively advance the industry. Learn more about the Fresh Produce and Floral Council at fpfc.org.

Contacts:

Matthew Hayes

Email: matt@fpfc.org

Micah Clark

Email: micah@tenacremarketing