More than 500 people pre-registered for the 2013 Florida Ag Expo. A robust walk-up also contributed to healthy attendance figures. The trademark event for the state's fruit and vegetable growers celebrated its 8th year.
Photo by Paul Rusnak
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Plenty To See Inside And Out
At the 2013 Florida Ag Expo, produce industry suppliers set up displays inside and outside of the Gulf Coast Research and Education Center in Balm.
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Florida Ag Expo Tradeshow Traffic
The tradeshow tent at the Florida Ag Expo was busy all day long.
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Business Talks On The Tradeshow Floor
From crop protection, to research, to financial services, and more, a wide spectrum of business-boosting resources were on site at this year's Florida Ag Expo.
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Exciting Education Agenda
Dr. Jack Rechcigl, director of the UF/IFAS Gulf Coast Research and Education Center, addresses an eager crowd in the education session auditorium at the Florida Ag Expo.
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Florida Ag Expo Grower Panel
The Grower Panel at the 2013 Florida Ag Expo played to a packed session room. [From left] Michael Hill, Lakeshore Growers; Paul Orsenigo, Grower's Management Inc.; Tom O'Brien, C & D Fruit and Vegetable Co.; and Jamie Williams of Lipman participated in a lively discussion covering multiple topics including social media marketing, mentoring the next generation of farmers, adapting to regulations, and more. Photo by Paul Rusnak
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Mike Aerts of FFVA played the role of moderator for the Grower Panel at the 2013 Florida Ag Expo.
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During the 2013 Florida Ag Expo, Grower Panel participant Michael Hill of Lakeshore Growers expressed the importance of social media to educate marketers and consumers. That theme came up often throughout the session.
Photo by Paul Rusnak
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2013 Florida Ag Expo Grower Panel participants Tom O'Brien of C & D Fruit and Vegetable Co. (left) and Jamie Williams of Lipman share a moment during the session.
Photo by Paul Rusnak
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Talking Tomatoes
Reggie Brown, Florida Tomato Growers Exchange, educated Florida Ag Expo attendees on important details involving tomato trade issues with Mexico. Regarding the perception of Florida tomato growers and the challenges that face them, Brown said, "We are good people. We will not go quietly in the night."
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Crop Protection Top Of Mind
The tradeshow display area reached well into the Gulf Coast Research and Education Center. This particular display focused on tegus, a relatively new invasive pest to Florida, which have become quite a problem around the Tampa/Plant City area.
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Higher Learning On Display
At the 2013 Florida Ag Expo, UF/IFAS students' bodies of work were on display for attendees to see. The standout research projects, each related to specialty crop protection and production, received special recognition at the event.
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Outdoor Equipment Roundup
The outdoor equipment area at the Florida Ag Expo provided the perfect venue for attendees to get an up-close view of what could be their next investment.
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Lunch And Learn At The Florida Ag Expo
Florida Ag Expo participants take time to refuel with lunch.
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The Florida Ag Expo has grown into a must-attend event for the state's fruit and vegetable growers.
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All Aboard For Field Tours
The field tours at the Florida Ag Expo are always a popular draw. This year featured three different tours: crop protection; tomato breeding; and specialty topics.
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Crop Protection Lesson In The Field
Alternatives to methyl bromide were discussed during the educational sessions as well as in the field at the 2013 Florida Ag Expo.
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UF/IFAS staff take a close look at troubled tomato plants during a field tour stop.
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UF/IFAS researcher Hugh Smith (center) answers questions during one of the stops along the crop protection field tour at the Florida Ag Expo.
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The field tour wagons at the Florida Ag Expo also provided a good place to catch some shade on a warm day.
Photo by Paul Rusnak
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See You Next Year
Plans already are under way for next year's Florida Ag Expo.
The challenges surrounding modern agriculture are many: foreign competition, labor, health care, food safety, pest and disease management, government regulation, etc. Each were discussed during the 2013 Florida Ag Expo held last week at the UF/IFAS Gulf Coast Research and Education Center in Balm. The 8th annual short course, trade show, and field tour event once again drew a large crowd comprising mostly of the state’s fruit and vegetable growers.
While there is plenty to learn about dealing with today’s crop protection, production, and farm management challenges, there are some often-missed opportunities ripe for the picking, too. Among those is the potential social media has to tell a producer’s story thereby boosting business and contributing to the industry’s overall success. This was one topic that kept bubbling up during the Expo’s opening session grower panel.
The panel, moderated by Mike Aerts of the Florida Fruit & Vegetable Association, included Michael Hill of Lakeshore Growers, Paul Orsenigo of Grower’s Management Inc., Tom O’Brien of C & D Fruit and Vegetable Co., and Jamie Williams of Lipman. Each provided a unique perspective on addressing key market challenges and opportunities for today’s growers. One of the questions revolved around how to attract future farming professionals to the fray.
Modern technology, including farm-related apps and precision ag equipment, is an aspect that Orsenigo thinks will draw GenNext Growers to the industry. “Today’s generation has grown up with technology,” he said.”That is one of the most attractive things about agriculture.”
Social media connections such as Facebook and Twitter are part of that high-tech lineup. While those online networking outlets are in wide use among the general public, they – by and large – are underutilized by most of today’s farmers. “We have to do a better job of educating consumers,” said Hill. “Social media is free marketing. We can get what we want to say out there.”
While providing a level of transparency and a direct connection to the consumer, Facebook postings, tweets, blog entries, and Instagram galleries all can help drive demand for local product. Williams said consumers knowing what’s in season and fresh at their neighborhood market can only help. “It’s amazing how much information [people] get from social media,” he said. “We haven’t tapped into that potential to influence marketers.”
#FloridaAgExpo grower panelist Jamie Williams of @Lipman_Produce says growers need to tap into social media to influence marketers.
All agreed on how important it is to spread the word about the benefits of consuming fruits and vegetables and the role social media plays in delivering that message. “As producers of food, we have a good story to tell,” Williams said.”Having consumers inquire about the product is what’s going to keep us sustainable.”
015Social Media Marketing Sparks Ideas At 2013 Florida Ag Expo
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Paul Rusnak is the Senior Online Editor for Meister Media Worldwide's Specialty Crops Division, which consists of American Vegetable Grower, American Fruit Grower, and Greenhouse Grower magazines, all Meister Media brands. He is based in Northeast Florida. See all author stories here.
November 11, 2013 
