Forceful questions for industry stars
Southeast Produce Council’s Episode XVIII trade show and conference is one of the first major produce conferences to recruit in-person attendees again since the COVID-19 pandemic Dark Side spread its evil across the galaxy — or around the world, at least.
So, it seems fitting that this 2021 show should be called Southern Exposure: The Rise of Produce.
With Star Wars movies coming out from 1977 to 2019, it’s a multigenerational theme, said council president and CEO David Sherrod.
After all, this franchise has released nine movies in four decades — 1977, 1980, 1983, 1999, 2002, 2005, 2015, 2017, 2019 — hitting four generations: boomers, Gen X, millennials and Gen Z.
“We just came through the pandemic, and everyone was in quarantine, and hopefully good will overcome evil. And Star Wars is so iconic, so it appeals to every generation,” Sherrod said.
Bring your light sabers, droids and wookies, as the theme will be part of the booth decorating competition, a costume contest at the gala, and signage of Darth Vader and Yoda, reminding attendees to wear their masks.
The conference theme also fits with council board chairman Harold Paivarinta’s platform, Produce: Powered by the People.
“It’s a look at the industry through all the people it takes to run it,” Sherrod said of Paivarinta of Red Sun Farms, Kingsville, Ontario.
“He picked this three years ago, and it fits today with the focus on essential workers and what’s going on and the sessions. The keynote is going to be geared around what roles each employee and people play in our industry.”
We used this Star Wars theme as an excuse to ask people two critical questions in preserving the Force.
1. What’s your favorite Star Wars movie?
2. Who's your favorite or most despised character?
Here’s what five industry leaders had to say:
Jordan Feek, director of marketing at DLF International, Fort Pierce, Fla.:
Favorite movie? “1999,” she said of “Star Wars: Episode I — The Phantom Menace.”
Favorite or most despised character? “Darth Maul,” she said of the crime lord during the reign of the Galactic Empire. Once, however, he was the Sith apprentice of Darth Sidious, and therefore, a Dark Lord of the Sith, according to Wookieepedia.
Kevin Donovan, national sales manager of Phillips Mushroom Farms, Kennett Square, Pa.:
Favorite movie? “The first one, the original,” he said of “Star Wars: Episode IV — A New Hope.”
David Sherrod, president and CEO of Southeast Produce Council:
Favorite character? “Mine is going to be Yoda, no question about it. My avatar is Yoda,” Sherrod said of the green, squat, wrinkly one with pointy ears, the one who has the Force aplenty. The character’s iconic quote: “Do or do not. There is no try.”
Rebecca Scott, grower accounting and marketing director of Nash Produce, Nashville, N.C.:
Favorite movie? “The 1999 film, ‘The Phantom Menace’! The newer, high-definition films just do not have the same feel as the older ones.”
Favorite character? “My favorite character would hands-down have to be Jar Jar Binks. He introduces an awkward character to the series who is brave and loyal — not to mention pitches phrase after phrase of memorable, hilarious quotes and anecdotes.”
Dan Davis, director of business development at Starr Ranch Growers, Wenatchee, Wash.:
Favorite movie? “Empire Strikes Back, the second one that came out. It was my first in-theater exposure to Star Wars. I was still in single digits, and it was such an impactful movie. It started a lifelong passion, and we’re a Star Wars house.”
Favorite character? “Darth Vader. It’s my background screensaver looming large on my desk. His character, it’s so complex with failings and a redemption story.”
His most despised character? “Maybe Jar Jar Binks.”
Ross Johnson, director of category management at Idaho Potato Commission:
Favorite movie? My favorite movie will always be “Episode I – The Phantom Menace.” I actually worked at a movie theater when this movie came out and camped out with my friends to see the first show at midnight on the release date. It brings back great memories.
Favorite character? My favorite character has always been Yoda. Anyone that can speak backwards and forwards at the same time deserves some mad respect.
