About 3,500 produce industry professionals are expected to gather at Florida's Orlando World Center Marriott for four days starting Feb. 26 for the 23rd edition of the Southeast Produce Council's Southern Exposure Trade Show and Conference.
“From Fields to Families” is the theme of this year's event, which is fully booked with 313 exhibitors, says David Sherrod, SEPC's president, CEO and a member since 1999.
“Our exhibitors and attendees come from all over North America, as well as Central and South America,” Sherrod says. “These companies provide fresh produce or services to retail and foodservice companies within our southeastern marketing area.”
Even booths sell out quickly, he says.
“We provide an intimate yet comprehensive experience for our membership,” Sherrod says.
The Marriott World Center was chosen because of its large number of guest rooms along with plenty of ballroom and expo space and on-site restaurants for customer dinners. Nearby hotels accommodate additional guests.
A Look Ahead
Southern Exposure is more than just a trade show, Sherrod says.
“All of our networking events sell out every year,” he says.
Pickleball has been added because of the sport's increasing popularity, and the Tom Page Golf Classic at the Reunion Resort & Golf Club has a waitlist, with 288 players confirmed.
Early entry will be implemented this year for retail and foodservice buyers.
“We debuted this at Southern Innovations last September, and it was a huge hit with buyers and our Gold and Silver sponsors,” Sherrod says. “It also allows more time for attendees to visit our Bronze sponsors afterward.”
SEPC University educational sessions that will examine the state of agriculture and the “Power of Produce” also have
been scheduled, along with special guests that include:
- Stephen Mansfield, New York Times bestselling author, global speaker and coach, speaking at the Southern Roots Women's Luncheon.
- Molly Yeh, American chef, cookbook author and host of Food Network's “Girl Meets Farm,” appearing at the LINKS (Learning, Interacting and Networking with Key players in the Supply chain) session.
- John Maxwell, world-renowned leadership author, speaker and coach, featured at the keynote brunch.
Trade Show Preview
SEPC's trade shows are designed to “provide innovative networking, community and educational experiences while creating an environment for building authentic relationships and increasing the consumption of fresh fruits and vegetables in the Southeast,” Sherrod says.
The buyer-to-seller ratio is the best in the industry, he adds.
“With nearly 700 buyers from over 150 retail chains, foodservice operators and wholesale facilities, produce sellers love to attend Southern Exposure each year,” Sherrod explains. “We're small enough to know everyone, large enough to reach anyone.”
Here's a look at some of the exhibitors in attendance this year.
Southern Specialties, Booth No. 403
Pompano Beach, Fla.-based Southern Specialties Inc. is no newcomer to Southern Exposure. The company was among a handful of businesses that exhibited at the first SEPC trade show in Lakeland, Fla., in 2004, says Charlie Eagle, vice president of business development.
“Southern Specialties looks forward to being front and center at Southern Exposure to meet and greet our customers and prospective customers from throughout the country,” he says.
The company plans to showcase its value-added Southern Selects lineup along with products and pack styles for foodservice, retail and club store customers.
“With over 200 SKUs of specialty products, including asparagus, French beans, peas, heirloom tomatoes, avocados, berries, tropical fruits and processed products, we are guaranteed to have something of interest for every customer,” Eagle adds.
Fresh From Florida, Booth No. 308
Representatives from the Florida Department of Agriculture and Consumer Services will be available to answer questions at Southern Exposure about the Fresh From Florida retail incentive program, which makes it easier than ever to source and promote Florida produce, says Susie McKinley, marketing and development division director.
“It's also a fantastic opportunity to meet the people behind the Fresh From Florida brand and find out how we're working to bring the best of Florida's farms to your stores,” she says.
The Fresh From Florida team will host a reception of “light bites and drinks” from 4 p.m. to 6 p.m. in the Magnolia Room 13-14 at Orlando World Center Marriott on Feb. 26, McKinley says.
And Fresh From Florida souvenirs will be available at its booth.
Pure Flavor, Booth No. 125
Leamington, Ontario-based Pure Flavor will feature its Trio on-the-vine and Cherry Picked tomatoes at Southern Exposure, says Matt Mastronardi, executive vice president.
“Trio on-the-vine is a colorful mix of snacking cherry tomatoes grown in controlled greenhouse conditions for consistent quality, freshness and eye-catching display,” Mastronardi says. “Cherry Picked is a premium medley designed to deliver the same exceptional quality and flavor every time, featuring hand-picked specialty tomatoes — Azuca, Tiki Tomatoes and OMG Tomatoes — selected for bold, naturally sweet flavors and vibrant colors.”
Pure Flavor is a longtime participant in Southern Exposure, Mastronardi says.
“The show allows us to share our latest innovations, gather customer insights and strengthen relationships that support our continued growth and commitment to high-quality produce,” he says.
USA Pears, Booth No. 720
Milwaukie, Ore.-based USA Pears has good reason to participate in Southern Exposure, says Bob Catinella, director
of merchandising.
“It provides a valuable platform for one-on-one meetings with retailers, giving us the opportunity to explore strategic activations designed to increase consumer engagement and drive greater consumption of USA Pears,” he says.
USA Pears has been attending the show for more than 15 years, he says.
This year, the trade organization plans to showcase its new display bins and point-of-sale materials that are designed to elevate visibility and drive engagement at retail.
“Our go-to-market strategy centers on clear, consistent communication that highlights the exceptional flavor, quality and health benefits of USA Pears, helping consumers choose pears with confidence and enthusiasm,” Catinella says.
Ocean Mist Farms, Booth No. 223
Last year at SEPC's Southern Exposure, Castroville, Calif.-based Ocean Mist Farms unveiled the second phase of its award-winning Roastables ready-to-roast kits, expanding the original line of washed and trimmed Brussels sprouts to include broccoli and cauliflower florets.
This year, Ocean Mist will showcase and sample Roastables alongside its latest innovation, Heartichokes.
“These trimmed and quartered artichokes promise less prep and more possibilities,” says Jeff Hutterer, director of value-added sales. “A true first-of-its-kind item in the marketplace, buzzworthy Heartichokes were recently launched to strong anticipation and excitement.”
Jeff Fulton, vice president of sales and product management, emphasizes the value of in-person connection at shows like SEPC's Southern Exposure.
“These shows allow us invaluable opportunities to strengthen existing relationships, connect with new partners and engage directly with attendees,” Fulton explains. “We genuinely enjoy the hands-on experience, from cooking up our new innovations booth-side to sharing samples and answering questions.”
Crystal Valley Foods, Booth No. 801
Miami-based Crystal Valley Foods has been exhibiting at SEPC's Southern Exposure show for eight years and has been attending for much longer, says Katiana Valdes, marketing director.
“It is one of our favorite shows because it is the perfect size to allow for great interaction with customers, potential customers and peers,” she says. “The expo, where we are able showcase our product, is always well attended by buyers from a variety of channels across the country, and we are often able to meet new perspective customers and vendors.”
SEPC also does an excellent job making sure that all parts of the conference, such as the gala and other collaborative and educational events, are a great place to do business, Valdes adds.
Naturipe Farms, Booth No. 313
Southern Exposure presents a “vital opportunity to connect face-to-face with East Coast buyers, retailers and industry partners,” says Jim Roberts, president of Salinas, Calif.-based Naturipe Farms.
The event allows members of the Naturipe team to “showcase the full breadth of the business, including Naturipe Farms, avocados and snacks, while strengthening long-standing relationships and building new ones in a collaborative, relationship-driven environment,” he says.
Naturipe, which has attended the show for about 20 years, will highlight its premium berry lineup, including MightyReds, its biggest and best jumbo strawberries, and Sweet Selections blueberries, which will be arriving from Georgia around the time of the show, Roberts says.
The Naturipe team will also debut its newest innovation, SnackBites, “a flavorful, high-protein snack designed to meet growing demand for convenient, better-for-you options,” he adds.
Bland Farms, Booth No. 106
“Bland Farms has been part of the Southeast Produce Council for more than 15 years, and Southern Exposure continues to be one of the most valuable shows on our calendar,” says CEO Troy Bland.
The quality of engagement sets this show apart from others, he says.
“The ratio of retailers and foodservice buyers to exhibitors is exceptional, which creates real opportunities for meaningful conversations, not just quick handshakes,” he says.
Southern Exposure consistently delivers strong ROI for the company, Bland says, but more importantly, it strengthens the partnerships that drive long term success.
“It's definitely a must-attend event each year,” he says.
This year, Bland Farms will showcase its upcoming Vidalia sweet onion crop, its premium sweet onions and its Sand Candy sweetpotatoes.
“We'll also share updates on several investments, from our expanded refrigeration facility to new laser weeders for our organic program, and our growing partnership with Weber grills,” Bland says.
Robinson Fresh, Booth No. 202
Robinson Fresh, part of Eden Prairie, Minn.-based C.H. Robinson, will show off some tropical products — such as mangoes, limes and avocados — as well as grapes, dry vegetables and watermelons at Southern Exposure, says Jose Rossignoli, president.
“SEPC provides an important opportunity to connect with industry peers and our customers to share insights, exchange ideas and explore the challenges and opportunities that are shaping the future of the fresh produce landscape,” Rossignoli says.
“SEPC is a great forum to showcase our end-to-end integrated approach, demonstrate our commitment to the fresh industry and engage with the people and companies helping define the future of produce,” he adds.
Duda Farms Fresh Foods, Booth No. 107
This year's Southern Exposure will be especially meaningful for Salinas, Calif.-based Duda Farm Fresh Foods, because the company is celebrating its 100th anniversary, “a milestone that reflects our dedication to quality, innovation and service,” says Nichole Towell, senior director of marketing and innovation.
The company will feature two of its signature offerings — fresh-cut celery and tray-pack corn — products that highlight Duda's focus on convenience, flavor and freshness for consumers, Towell says.
Duda exhibits at Southern Exposure because the show embodies Southern hospitality for the produce industry, she says.
“From the very beginning, we've been both an exhibitor and a sponsor, and this show continues to stand out as one of the leading regional events that brings together key retail partners and industry professionals,” she says.
“It's more than a trade show; it's a place to connect, collaborate and celebrate the shared commitment to fresh produce,” Towell says.
Topline Farms, Booth No. 117
Southern Exposure is an important opportunity for Leamington-based Topline Farms to connect with industry partners and “engage in meaningful conversations that support long-term growth across the produce sector in the Southeast,” says Dino DiLaudo, senior vice president sales and marketing.
This year, the company will highlight continued expansion of its greenhouse tomato portfolio, with a focus on roma and heirloom tomatoes, two of the fastest-growing segments in the category.
“Recent investments in advanced, LED-lit greenhouse production have strengthened our ability to deliver consistent flavor, freshness and shelf life at scale,” he says.
“We look forward to connecting with partners to share insights, explore category opportunities and discuss how sustainably grown greenhouse produce can complement regional programs and support fresh produce consumption across the Southeast,” DiLaudo adds.
Red Sun Farms, Booth No. 105
Red Sun Farms, Kingsville, Ontario, plans to present recent advancements from its Chef Collection relaunch, along with updates on its strawberry genetics and breeding programs at Southern Exposure, says Harold Paivarinta, vice president of sales and business development.
“Customers will gain insight into how key varieties have progressed since our last discussions at Southern Innovations, including improvements in flavor, yield performance and consistency,” he says.
The company also will highlight ongoing varietal development and evaluation across the tomato portfolio, he adds.
“Southern Exposure serves as a key forum for the fresh produce industry, enabling collaboration across the supply chain,” Paivarinta explains. “The event facilitates technical dialogue on innovation, supports data-driven discussions with customers and peers and offers educational sessions focused on market trends, consumer insights and emerging technologies shaping the future of fresh produce production.”
