While West Coast Produce Expo has an action-packed agenda, attendees say it’s a balance between business and relaxation that is the event’s special sauce, adding that it’s important to take advantage of opportunities for both.
“Keep it relaxed, stay open to conversation and use those moments to build genuine connections,” says Cassie Howard, senior director of category management and marketing at Sunkist Growers. “Some of the most valuable discussions happen off the show floor.”
Sarah Burns, Stemilt Growers’ merchandising manager for the West Coast, says being in Palm Desert, Calif., is also a chance to mix a little bit of both business and relaxation by taking advantage of the resort’s pools.
“Working from the lobby or by the pool is a good way to run into industry colleagues,” she says.
Rochelle Bohm, vice president of marketing with CMI Orchards, says the best networking happens when it doesn’t feel like networking.
“Keep it casual and mobile,” she says. “Check out the pickleball tournament, grab an early morning golf game to beat the heat and, of course, poolside conversations.”
Bryan Shelton, vice president of sales and marketing with Giorgio Fresh and Foods, agrees, noting it’s important to be present, but “some of the best conversations happen off the show floor, whether it’s on the course or over a quick drink outside.”
Ross Johnson, vice president of retail for the Idaho Potato Commission, says sometimes it can feel like the agenda is so action-packed that there isn’t downtime, but the busy schedule has its benefit.
“The WCPE is jam-packed with fun from sun-up until well after sun-down,” he says. “Of you don’t find yourself rubbing elbows with friends and colleagues, you better be relaxing by the pool.”
Diego Morales, sales manager for D Produce Co., says he has also found the best conversations happen when you least expect it.
“Be intentional but approachable,” he says. “Some of the most valuable conversations happen in relaxed settings like the golf course or outdoor events. It’s about building genuine relationships, listening closely and finding alignment beyond just business.”
Desert Vibes at West Coast Produce Expo
We asked West Coast Produce Expo attendees to sum up the vibes of this unique event in three words. Here are some of their answers:
- “Collaborative. Optimistic. Forward-looking.” — Cassie Howard, senior director of category management and marketing at Sunkist Growers Inc.
- “Bustling, spirited and educational.” — Sarah Burns, merchandising manager for the West Coast at Stemilt Growers
- “It’s super hot.” — Kristi Harris, brand manager with Honeybear Brands
- “Collaborative, forward-looking, energetic.” — Ross Johnson, vice president of retail for the Idaho Potato Commission
- “Exciting. Collaborative. Fun.” — Angela Hernandez, vice president of marketing for Trinity Fruit Co.
- “Innovative, optimistic, energized.” — Bryan Shelton, vice president of sales and marketing for Giorgio Fresh and Foods
- “Productive. Informative. Vibe.” — Rochelle Bohm, vice president of marketing at CMI Orchards
- “Dynamic. Outstanding. Networking.” — Diego Morales, sales manager for D Produce Co.
