The Fresh Summit 2014 Convention and Expo in Anaheim, Calif., has scheduled an assortment of workshops directed towards produce and floral industry leaders.

The event schedule includes educational sessions on Friday, Oct. 17, networking receptions on Saturday, Oct. 18, and general sessions throughout the weekend.

Thirteen education sessions scheduled for Friday cover a variety of topics, organized by “communities” that allow participants to schedule their day according to their business interests:

  •  Global Connections
  •  Science & Technology
  •  Industry Talent; and,
  •  Floral.

Global Connections sessions include discussions of profiting from the globalized business environment, retail and marketing techniques aimed at digital consumers and online shoppers, the importance of fully disclosing product information and reaching emerging generation Z consumers.

In Science & Technology, seminars focus on scientific research and technological developments in food safety, using customer data as predictive analytics to increase sales and preparing for the ever-increasing worldwide demand for food.

For Industry Talent, workshops cover the keys to building a high-functioning executive team, employee retention and an introduction to basic company financials.

The Floral series consists of marketing plans for the growing floral industry.

General sessions begin Oct. 17 with a state of the industry speech by PMA leaders Bryan Silbermann, CEO, and Cathy Burns, president, addressing the future of fresh produce marketing.

On Saturday, Oct. 18, Jeremy Gutsche, author and founder of, will show attendees how to succeed in a recession by creatively adapting to the existing market and predicting future trends.

On Sunday, Gary Vaynerchuk, co-founder and CEO of Vayner Media, plans to discuss marketing strategies through social media outlets.

Returning this year is the Innovation@Work area on the show floor. It will highlight new products and services in the produce industry, with a Just 4 Kids section and a showcase of the PMA Excellence in Packaging award finalists.

Also in the Innovation@Work area will be the Sensory Experience Contest, which challenges exhibitors to create “produce-centric, kid-friendly recipes.” Recipes will be available for sampling from 4-5 p.m. on Oct. 17.

In addition, PMA industry members will host a town hall workshop on Friday from 12:45-2:15 p.m., addressing questions concerning implementation and utilization of the Eat Brighter! campaign.

On Saturday, Oct. 18, the PMA Foundation’s 5k Race for Talent has runners racing through downtown Anaheim. The race starts at 7 a.m. and is limited to the first 1,000 registrants.

Read more about the general session speakers at, and more about educational sessions at