Redefining the future of protected agriculture
AMHPAC’s 5th Business and Technical Convention
With the purpose of analyzing and discussing the challenges faced today by the Protected Agriculture sector in North America, this event will bring more than 500 local and global industry leaders together.
"The theme of this year’s convention is Writing the Story of Our Industry, we will spend a significant amount of time reviewing, re-defining and analyzing our industry policies in order to promote and achieve the continued growth our sector is experiencing," said Eric Viramontes, AMHPAC President. Viramontes added "Our key goals are to create agreements with our grower members to work on sustainability by focusing on the care of non-renewable resources like water, and understanding the environmental impact of mis-management. We will also focus on the promotion and the economic and social development of our growing regions – we have an incredible story to tell."
There will be a series of conferences, panel discussions, workshops and experts from Mexico and abroad, such as Benjamín Grayeb, Vice President of Foreign Trade at CNA (Consejo Nacional Agropecuario), Francisco Zermeño, Consulting and Training Director at Alfa Consultores, Angel Contreras, President of the Instituto Mexicano de Mejores Practicas Corporativas (IMMPC) and Francisco Javier Mayorga, Mexican Ministry of Agriculture. From Holland, Jan Vorsterman, Director of Business Development at Fresh Park, Maarten Hartong, CEO at Priva America Latina, and Niels van Rooyen, Commercial Director at Priva Latin America. US experts include, William Watson, CEO at the National Mango Board and Erik Froyd, Financial Director at Milepost Consulting.
The convention day events will be divided in four parts; August 22nd is The General Membership Meeting, August 23rd, is the Business Convention Day, August 24th - the Technical Convention Day takes place. There will be a tour to a greenhouse operation located in the state of Jalisco. August 25th will be a half day of workshops hosted by several of the guest speakers.
The Business Convention Day - August 23rd will start with a round table for the discussion of market opportunities and critical issues that Protected Agriculture is facing. Participating in this panel discussion is global market expert John Giles, Division Director at Promar International Ltd. and Fried De Schouwer, President of the Greenhouse Produce Company, LLC. They will share their perspectives on the paradigms the industry must break - and explain some of the innovations made by using logistical methods that allow for growth, volume and value; they will also discuss what they believe as true global market trends, new global business models and how Mexico can be better positioned.
The keynote speaker will be Jan Vorsterman from Fresh Park. Vorsterman will present a "first world" organizational model, which is based on the Dutch concept of production and reveal how "first world" growers are managing their own organizations - and how Mexico can incorporate some of these ideas in the Protected Agriculture sector.
Raquel Herce, CEO at the marketing firm MINT, will be responsible for one of the main workshops called "Brands that make you Fall in Love" - through her very personal style, Herce will show attendees how to generate innovative ideas in their own operations by applying strategies that successfully and efficiently help to sell their company, products and values.
On day three of the Convention, there will be a panel discussion with three well known industry CEO’s. Paul Mastronardi from Mastronardi Produce, Danny Mandel at SunFed, and Chris Ciruli from Ciruli Brothers. All are highly experienced marketers and experts in Mexican produce commerce, they will share their vision and expertise on what growers dedicated to Protected Agriculture need to do technically to stay commercially viable.
"In the past, we have had international experts from 9 countries, united in the discussion of topics of technological importance for our industry - this year will be no different. However, at this year’s event, we have tremendous talent from Mexico, experts with real world knowledge, institutional wisdom, and true local experiences, expressed Carlos Cueto - AMHPAC Chairman of the Board."
For more information:
Karina Reyes (Mexico)
Tel: +52 667 715 98 69
[email protected]
amhpac.org
Or
Robin Lucky (USA)
Tel: +1 916 803 56 97
[email protected]
amhpac.org