SAN DIEGO, CA - Women are good for business. This is the statement that continues to inspire and evolve the Women’s Fresh Perspectives Conference. Each year, since its inception four years ago, the women behind this program have driven the growth of their industry peers through tailored programs, initiatives, mentorship programs, and this annual conference. This week in San Diego, California, attendees were tasked, among many things, to discover and explore their value. 

This event is truly a unique experience and one that brings women in our industry together under a common cause in order to educate, uplift, encourage and propel professionals in our industry forward and upward. New elements to the program this year included a scavenger hunt for attendees who were awarded Amazon gift cards (Congrats Team H!), "10 for Talent" to celebrate the 10 year anniversary of The Center for Growing Talent by PMA, and of course first-time Co-Chair, Alex Jackson from Frieda's. 

The “10 for Talent” Challenge hopes to get 10,000 produce and floral professionals to give $10 in celebration of the 10 years of growing talent in the industry. With this challenge, the foundation is hoping to raise over $100,000 for the Center for Growing Talent by PMA.

As the program wound down on Tuesday, I spoke with Alex about her experiences this year, and what she learned over the three day conference at the Loews Coronado Bay Resort. 

“This is my fourth year at the conference and each year it continues to get better and better. You may think that if you keep continuing to attend these conferences you won't learn something new every year, but as you progress in your career and your position, you need to learn more ways to handle the different situations that will arise,” Alex tells me. “Coming back every year is beneficial each time you attend, versus being repetitive. There is always something new to learn and even more transformative conversations to be had.”

This year, Alex says, she learned so much more about strategic thinking and how to bring it into her everyday life; that included learning how to problem solve so that it is more effective and not emotional, and has an intention to better the organization. 

“Whether its because of the values unshared, or a conflict between you and another individual, it's about having a certain intention with problem solving to enhance the health of your business and your professional relationships,” she adds.

Women’s Fresh Perspectives’ three-track program brings a more intimate level of understanding about what roles we fill in produce at this stage in our lives and what is possible as we move forward. This year’s concurrent workshops for Emerging Leaders, Mid-Level Leaders, and Executive Leaders covered a range of in-depth topics from refining and redefining the scope of communication, to negotiating and personal branding as well as leading teams and growing talent, building more lasting and multi-dimensional interpersonal relationships, and strategic planning. 

Each workshop focused on leadership qualities within the given lens, while also broadening ideas and further identifying the opportunities for us to step up to the plate and succeed.

One of the most dynamic of these workshops for me was conducted by Simmons School of Business Adjunct Professor, Mary Shapiro, who discussed different communications styles and how they, when paired in certain ways, can create misunderstandings and misinterpretations. In recognizing the preferred styles of the people you lead and those who may be leaders for you, you can strategize more effective communication techniques to create a complimentary relationship. Conflicting communication styles can create roadblocks for professionals who may perceive communication differently and what productive communication looks like. Do you have an hour? I would need at least that to share what amazing revelations Mary had. 

Catching up with Leslie Simmons, Vice President of Dave's Specialty Imports, the three time attendee tells me, “I cannot speak highly enough about this year's conference. It was a truly transformative experience. The event is unlike any I have attended in produce. The passion and energy is palpable. It's an amazing opportunity to push away from your day-to-day work and dig deeply into your personal and professional life. I'm grateful for time to reflect about so many important issues that impact me, my company, and the industry. I better understand my value and I can bring that back to my team.”

Topics across the board opened a dialogue around issues from navigating unconscious bias and mastering the art of personal branding, to taking the steps necessary to propel yourself forward. 

Many times, just the personal narrative of an individual’s life and work can create an everlasting experience that speaks to our own possibilities. Take Gloria Mayfield Banks, who essentially rewrote her own path in life by pulling herself out of an abusive relationship while putting herself through Harvard’s Business School and writing the book Quantum Leaps, all within what could be perceived as insurmountable odds. She has built a multi-million dollar enterprise, as an author, a founding partner of Charisma Factor, Inc. (a corporate event planning company), and as an Elite Executive National Sales Director with Mary Kay, Inc. Gloria is ranked #3 in the nation. 

Frustration is misplaced expectation – this is one of the key takeaways, of many, I had learned from her General Session Quantum Leap: The 10 Steps to Propel Yourself Forward. It is about setting goals and executing. 

“When you operate with passion, solutions to problems or challenges present themselves,” Gloria said in her key note. “Instead of focusing on discipline, focus on desire.”

These are interesting words and at the root of them, is the need to adjust your perspective, visualize, and execute. The desire will bring the discipline. By managing time, emotion, money, and skills, you can propel yourself forward she suggested. And not managing just one of these things will hinder the entire process. 

Tuesday’s keynote speaker also brought an amazing story to the table. Sherron Watkins, Former Enron Vice President for Corporate Development, discussed what happens when your personal values do not align with your company’s ethics. After discovering Enron’s “off the books” arrangements, she became the whistle-blower that essentially created the chain of events that brought down the corporate powerhouse. Trial by fire, if you will. It was not without its challenges and its difficult aftermath. Sherron shared her story on what lead her to the decision to speak up, how we all must make that call at some point in our lives, and how truth eventually comes out and YOU should be the proponent of bringing truth to light first. But, don’t do it alone – find the support that will bring power in numbers.  

Between strolling dinner receptions and networking activities, attendees were able to discuss the issues and challenges most important to them, while creating new relationships and growing friendships. 

“This is my first year as Co-Chair and all you can hope for is that the women coming in will bring the same energy that you are investing in the program, and that PMA has put into it,” Alex says. “This year we totally felt that energy and everyone was incredibly engaged. We believe everyone took a lot of insights back with them which is always reassuring. We hope that next year in Miami there is an even bigger turnout with returning guests and that new attendees can also learn and experience this amazing conference.” 

I cannot possibly say enough about the many speakers and guests that brought their insights to the stage and to the workshops, and unfortunately, this article can only barely scratch the surface of the transforming experience. So my suggestion… mark your calendar for next year April 23-25, 2017, for Miami, Florida, as the conference brings its inspiration to the East coast, for what I am sure, will be another amazing conference with an even more diverse and driven group of industry women.

Women's Fresh Perspectives