The Florida Fruit & Vegetable Association’s 82nd Annual Convention brought growers and agricultural leaders together in Naples for three days focused not only on the issues facing Florida agriculture today, but also on preparing industry leaders for what comes next.
From federal policy and geopolitical developments to consumer trends and leadership, this year’s convention tackled issues that can have a direct impact on the decisions growers, packers, shippers and other agricultural businesses make throughout the year.
Christina Morton, director of communications for FFVA, said the association was already hearing strong feedback as the convention came to a close.
“We have heard such positive feedback already,” Morton said. “We’ve heard from incredible industry leaders who’ve talked about federal policy and geopolitical events.”
Those discussions gave attendees a broader look at developments growers should be watching in the weeks and months ahead. But the convention also went beyond policy and production challenges to focus on the people responsible for leading agricultural businesses through them.
One of the event’s highlights was a fireside chat with Olympic speed skater and Ocala native Brittany Bowe. Her discussion centered on resilience, leadership and the idea of leading beyond oneself.
Morton said the session provided lessons agricultural leaders could take home and apply within their own organizations.
“A lot of the leaders in the room walked away with some great information to take back to their teams and how they lead within their own organizations,” she said.
Looking Beyond the Farm Gate
Another session turned the focus toward the consumer.
Representatives from Stagwell Global and The Harris Poll discussed consumer sentiment and the trends influencing purchasing behavior and business decisions.
For growers preparing for another production and marketing season, understanding what is happening beyond the farm gate can be increasingly important. Morton said those insights were intended to help FFVA members better understand the marketplace and prepare for the season ahead.
The range of topics reflects a role FFVA’s annual gathering has developed within Florida agriculture. Growers already have access to valuable production information from universities, Extension, USDA and other agricultural organizations. FFVA’s convention provides an opportunity to step back from day-to-day production and examine some of the larger forces shaping their businesses, from government policy and international affairs to changing consumers and organizational leadership.
It also gives FFVA an opportunity to update its broader membership on the work being done on its behalf throughout the year.
“There are so many issues that FFVA is working on on behalf of our members and our growers every single day,” Morton said. “When we convene at a meeting like this, we’re able to share some of those highlights from the last year.”
A Homecoming for Florida Agriculture
Yet Morton said the value of convention cannot be measured solely by what happens during the formal sessions.
Since joining FFVA, she said she has repeatedly heard the annual meeting described as a “homecoming” for the industry.
“It’s a reunion for the industry,” Morton said. “We recognize that when we get together at FFVA’s annual meeting, that this is a family reunion, and we want it to feel like that.”
That combination of education, industry advocacy and personal connection has helped make the convention an important annual gathering for Florida’s specialty crop community and the businesses and organizations that support it.
The convention also provided an opportunity to recognize leaders and partners in the industry. FFVA honored USDA’s Dr. Kim Bowman as Researcher of the Year, Publix Super Markets as Customer of the Year and Florida Rep. J.J. Grow as Legislator of the Year.
Morton said this year’s awards program was particularly memorable because the honorees took time to speak directly with growers and share their own perspectives and leadership lessons.
Already Looking Ahead to 2027
Planning is already underway for the next FFVA Annual Convention.
The association will head to Amelia Island for its 83rd annual gathering, scheduled for September 13–15, 2027, at The Ritz-Carlton.
Morton said FFVA plans to build on the feedback it has received while continuing to bring its members speakers and discussions that extend beyond the everyday challenges of agricultural production.
The goal, she said, is for attendees to leave “smarter, more informed, better prepared for the decisions that they have to make ahead.”
Listen to the full interview with FFVA Director of Communications Christina Morton below: