Volume 4 - Issue 2 19 | December | 2014 FFVA Headquarters

Emerging Times . . . growing toward the future

Emerging leaders get a firsthand look at FFVA during second session

Class 4 toured Taylor Farms’ processing facility and deli operations in Orlando on the final day of their session.

Members of FFVA’s Emerging to help class members get to know Leader Development Program met at themselves and each other better. FFVA’s Maitland office for their second Class members wrapped up the session in November, which focused session by touring Taylor Farms’ on major issues facing the industry processing facility and deli and the work of FFVA. Activities in- operations in Orlando. cluded an overview of how the asso- SUSTAINING SPONSOR ciation operates, presentations from staff members and activities designed 2 19 | December | 2014

A comprehensive introduction to FFVA

by Meghan Pasken Glades Crop Care

The first presentation of our Maitland trip was a comprehensive introduction to FFVA presented by President Mike Stuart and Alan Hair, CFO of FFVA. It felt as though we were a group of savvy investors in the board room of a corporate giant as we reclined in our leather chairs and were very respectfully welcomed into the FFVA inner circle. We were presented with detailed business specifics as we viewed flow charts of the different committee structures and pie charts reflecting revenue and expense summaries for the last year. We came to know the responsibilities of the board members and the roles of the 30 FFVA staff members, as well as many other organiza- tional particulars. It was a lot of information to take in all at once, but some of the most The first presentation was from FFVA President Mike Stuart and CFO Alan Hair who welcomed the enlightening discoveries were how much group and gave them a complete overview of how the association operates. work FFVA is doing to plan for its future and the future of Florida agriculture. The business- like structure and partnerships that FFVA has subsidiaries afford the organization the flex- have a critical need. established over the years have made and will ibility of a diversified revenue stream that I believe I can speak for my peers when I keep making more resources available to its ultimately benefits its members by reducing say that we were blown away by the degree members. dependence on member dues and fees. Stuart of transparency that Stuart and Hair shared Class 4 was surprised to discover that there explained that FFVA is a non-profit organiza- with us. We were flattered that they were were both a travel service and insurance tion but is not tax exempt, therefore expenses willing to share so many details of the inner company that largely contribute to the assets have to be managed as within any other workings of the association with us. The com- FFVA is able to make available to its members. business - another reason why it is important plexity of the organization was very intrigu- FFVA Mutual specializes in providing workers to spread risk and have partners in other ing but at the center it was all about being compensation insurance and has experienced industries. able to pursue the opportunities that provide noteworthy growth and expansion into 10 Stuart also spoke about Third Party Regis- the depth of knowledge and action-ready states since its inception in 1956. Florida East trations, which is a not-for-profit service FFVA solutions that its members depend on. Coast Travel Services (FLECTS), another FFVA provides that helps its producer members subsidiary, has been providing seasonal work- secure registrations for chemicals that could ers for American companies for over 42 years. be used in specialty crops. FFVA facilitates FLECTS processes temporary workers from communications between the grower and Mexico, Jamaica, the greater Caribbean and chemical manufacturer once a grower demon- South America. FLECTS served 305 agricultur- strates the need for a particular product. The al employers in 17 states during the past year process provides protection to the pesticide and processed over 8,000 H-2A farm workers manufacturer and distributor for any crop in 2012. damage and non-performance liability in The symbiotic relationships that FFVA return for the right to register products for has with FFVA Mutual, FLECTS, and its other which Florida fruit and vegetable growers 3 19 | December | 2014

Gen-Next Growers True colors hones in NVDMC helps targets up-and-coming on personality traits citrus industry farmers survive and compete

by John Beuttenmuller Florida Foundation by Dan Bott Seed Producers, Inc. by John Alderman Premier Citrus Management Duda Farm Fresh Foods We were fortunate to spend an excellent afternoon with Dr. Hannah Carter, director During our meeting with Florida Grower of the University of Florida’s Wedgworth On Day 2 of our introduction to FFVA editor Frank Giles, he introduced the group Leadership Institute. Quite frankly, Dr. in Maitland, we met Peter Chaires. He is to GenNext Growers, a social media site Carter proved to be the best post-lunch the executive director of New Varieties founded by the American Fruit Grower, speaker! She led an interactive session that Development and Management Corp. and American Vegetable Grower and Florida centered on personality discovery through executive vice president of the Florida Grower magazines. use of the “True Colors” method. This Citrus Packers Association. His presentation The GenNext Growers Initiative was method categorizes personalities based on “Restore and Maintain Competitive Position founded in 2013 to help identify, inform four colors – orange, blue, green and gold. of Florida Citrus: Issues and Challenges of and inspire the next generation of specialty Although everyone possesses a little bit of the Fresh Citrus Segment,” was an over- crop growers who were born after 1970, each color in his or her personality, it was view of the new varieties that the NVDMC have or are assuming farm leadership roles, interesting to see that each class member is researching and implementing. The are passionate about producing high-quali- had characteristics that put them into one organization researches and identifies new ty specialty crops and seek to be advocates of the color categories. Dr. Carter discussed Florida citrus varieties on behalf of growers. for their industry. the importance of understanding our own It can also acquire varieties from a variety of The initiative aims to identify, develop personality and those of others because outlets. The group analyzes, evaluates and and promote the best practices of the they affect our decisions and interactions licenses the varieties. Some of the varieties nation’s most promising up-and-coming with each other. that really resonated with the group were specialty crop growers, to help pull to- Once we separated into our respec- the seedless, or mostly seedless, varieties gether and bring a national voice to the tive colors, we engaged in an exercise to of mandarin/tangerine types that can be many national, state, and regional young develop a theoretical marketing campaign grown in Florida to compete with the Cali- grower programs currently under way, and targeting new members for FFVA. After we fornia and imported mandarin/clementine. to ensure a smooth generational transition developed our campaigns, we presented Variety development is not limited to and the long-term viability of America’s them to the rest of the class. This exercise fresh fruit varieties. There were a number fruit, vegetable and citrus industries. was interesting, because each group’s cam- of varieties in the presentation targeted GenNext Growers Initiative is a national paign had components that were directly for the processed side of the business as resource to recognize and foster the best related to the strengths of their personali- well. The presentation also detailed how practices of up-and-coming fruit, veg- ties. Dr. Carter then walked us through a the association helps growers implement etable, and citrus growers. The goal of comparison of perceived strengths and trials through its FAST TRACK program. GenNext is to create a network of emerging weaknesses of each color or personality FAST TRACK is a way of moving experi- leaders in the agriculture industry that will group. This process was very impactful, mental fresh fruit selection to the Florida help young farmers open a dialogue across because it will allow each of us to consider grower for non-commercial evaluation. The the nation within their emerging leader each person’s personality to leverage their program involves nursery participation and peer group to share ideas and become strengths to build productive relationships the royalty rates are fixed. It’s a way for the more engaged with issues facing the indus- and teams. grower to reduce future royalty rates and try today and in the future. Dr. Carter concluded the session with a get a head start on a possible variety of the discussion that allowed our class to think future. Chaires and the NVDMC provide critically about characteristics of leadership an invaluable resource to the Florida citrus and the skills that are important for leaders grower to compete and survive in an ever- to possess. This afternoon session was very evolving business. informative and gave us all an excellent chance to better understand ourselves and each other as we continue to develop as leaders. 4 19 | December | 2014

Florida tomatoes: Present and future outlook

by Matt Griffin Lipman Produce

Over the course of the few days the class spent at FFVA’s office in Maitland, we were able to get a deeper understanding of the or- ganization as whole. Along with that, we also got to hear about challenges and opportuni- ties facing the industry. Dr. Hannah Carter got the class up and moving during their True Colors personality tests. Florida Tomato Exchange Executive Vice President Reggie Brown presented an over- view of the tomato industry. The theme was supposed to cover the industry’s present and future. However, Brown did more. Using Class tours Taylor proceeded into a room to wash our hands, humor and his wry wit, Brown laid out the grab a robe, don a hard hat and gloves, and history and foundation of the industry that Farms’ regional plant dip our hands into a solution. Tempera- we’ve been building on for years. As a new- in Orlando ture control is paramount at the facility to comer to Lipman and the tomato industry, maintain the integrity of the product. The I took a lot away from this and I believe it processing facility operates at 34 to 38 helped put things into perspective for me. degrees. All products are washed using a The presentation also covered trade, ge- multi-stage washing system featuring Smart netics, food safety and social accountability. Wash™ technology to eliminate bacterial As with other commodities, genetics have cross-contamination. It is also sold to the ag- allowed the consumer to have a broader by Dustin Grooms ricultural industry to help ensure food safety. selection to choose from at the grocery store. Fancy Farms, Inc. The universal goal of the fresh food industry That was made evident by the diverse collec- is to eliminate failures in food safety prac- tion of tomatoes that Brown displayed. Truly, Minutes from Orlando’s theme parks lies tices. That’s why Taylor Farms implemented a large part of the success of the industry is Taylor Farms, which our class got to experi- the SmartWash™ system. The SmartWash™ the constant need and willingness to adapt ence firsthand. We met with the Florida system is an enhanced wash system that has and evolve and look for new opportunities in Division President Leonard Batti, General allowed Taylor Farms to raise the bar on food the area of plant genetics. In addition, Brown Manager John Millwater, and Business Devel- safety and the prevention of outbreaks. It is stressed the importance of good food safety opment Manager Zach Phillips to discuss the truly amazing that Taylor Farms developed practices. Food safety is a never-ending operation. Founded by Bruce Taylor, former this product as a need to help not only them- process for all who are involved in handling Fresh Express CEO, in 1995 with the goal of selves but the industry as well. food that our parents, children, neighbors becoming “America’s favorite salad maker,” It is absolutely remarkable that over a and friends eventually will enjoy. When there Taylor Farms ranks as the world’s largest pro- 24-hour period of time a warehouse can go are foodborne illness outbreaks, it not only ducer of fresh-cut vegetables. From bagged from being completely full with three crews harms that company or sector but the in- salads to freshly prepared meals, Taylor Farms working to being completely empty, and dustry as a whole. In terms of social account- supplies many of the largest supermarket then have to start all over again, every day, all ability, today’s consumers are demanding chains and restaurants in the . year long. There are so many moving parts to more knowledge about the products they’re Taylor Farms’ headquarters in has this operation that have to flow like clock- receiving. This includes wages and treatment several strategically placed regional process- work, especially on a perishable item. Taylor of workers who help get produce from farm ing centers in the United States, along with Farms has a full line of healthy vegetables for to plate. one in Mexico. consumers to enjoy, and they make it easy to It was a pleasure to pick Brown’s brain Upon entering the processing plant we incorporate them a part of your daily diet. about these topics and others and learn from had to first secure a visitor badge. We then his experiences and years of knowledge. 5 19 | December | 2014

Reggie Brown, manager of the Florida Tomato Committee, brought and displayed examples of the various types of tomatoes available to consumers at a typical grocery store.

Just let them grow! lines that must be met for a pesticide to get a majority of the pressure behind many of registered by the EPA at which point it can these issues. Retailers or “middle men” like be used only for what the label specifically to redirect the pressure on to the growers stated. Maximum Residue Levels (MRL) are who eventually end up having to comply an important factor of pesticides, and after in some sort of way. Being someone on the jumping through so many hoops to finally sales desk, these were issues I could relate to get a product registered with the EPA for since I speak with consumers and retailers by Paul Miller use on a certain crop, one would think MRL about some of the same topics already. The Pioneer Growers Co-op values would be set for all products that are first topic is one that I personally receive calls exchanged within the international commu- on from consumers all the time, GMOs. In my As one of the first to speak with ELDP nity. However, this is not the case and is an opinion, this highly debated topic will be one Class 4, Dan Botts, vice president of Industry issue that is hindering international trade in that we look back upon and ask ourselves Resources, entered the room with a quiet, some cases. why there was so much resistance. Another sort of serious demeanor as he set up his He touched on a few other statutes as well: hot topic discussed was the local food move- presentation and passed out a copy to Clean Water Act, Safe Drinking Water Act, ment that has been gaining traction in recent everyone. At that moment, I thought the day Endangered Species Act, etc. before speak- years. Consumers seem to be equating local would be jam packed with information and ing about how individual states’ regulatory with fresh, which isn’t necessarily true all no nonsense. He was about to educate us on framework is set up with an emphasis on the time, but since consumers are the ones “Regulatory and non-governmental pressure Florida regulatory framework. Each state’s purchasing the product, retailers continue to in the global market” or as he would like to regulatory framework pretty much parallels push that pressure onto the growers. have put it “How to interact with non-farm the federal system, but in most cases can be As the presentation started to wrap up, experts who want to run YOUR business.” Af- more restrictive than the federal system. I again came back to the question of why ter reading the second title projected on the One thing that surprised me was as you growers continue to jump through hurdles screen, I gave a little smirk and knew we were dive from federal to state to county, you start and the never-ending pressures around in for a fun presentation with some sarcasm to see these regulations layer on top of each them. Farmers have been raising crops for scattered throughout. other with more restrictions. Each one of hundreds of years with a fraction of today’s He started off by briefing us on various these statutes and regulations creates a dif- regulations and pressures, so why not let federal environmental statutes that have ferent set of challenges for growers to consid- them feed the world without trying to an impact on the agricultural industry. He er before ever putting a seed in the ground. It make their jobs impossible. When do we say spoke on who enforced the different statutes was at this point I started contemplating why enough is enough? Just let them grow! along with what each of them encompassed. growers continue to feed America? He also talked about the Federal Insecticide Marketplace pressure was the next topic Fungicide Rodenticide Act (FIFRA), and he discussed with the class. Even though it may gave us great insight on the rigid guide- be a small percentage of the whole popula- tion, consumers are the ones spearheading 6 19 | December | 2014

Labor challenges developed to provide growers with a legal Foundation supports alternative to hire seasonal workers from research, education outside of the United States. In 1996 another H-2A reform bill failed and there have been and philanthropy many others since that haven’t passed. Carl- ton doesn’t believe that the executive action that Obama took will help the agriculture by Meghan Pasken industry right now, but that the Republican Glades Crop Care majority in the Senate should cause us to be more optimistic. Several of the class members had ques- by John Alderman Thursday morning Mike Carlton, director tions about specifics of the H-2A require- Duda Farm Fresh Foods of Labor Relations Division, spoke to us about ments and Carlton shared details on the the challenges of developing a reliable labor arduous process of filing all the paperwork force. Carlton is responsible for coordinat- and the responsibilities that the farmer has During ELDP Class 4’s session with FFVA ing members’ use of the H-2A guest worker to provide food, housing, and transport for in Maitland, we were met with a familiar face program and assisting with compliance his contracted workers. The seasonal nature in Sonia Tighe. Tighe is FFVA’s director of efforts with labor laws affecting agricul- of the work is often the biggest challenge membership and serves as executive director ture. He began by stating the obvious, that because growers can be faced with hav- of the Florida Specialty Crop Foundation. Her Americans don’t have the physical endurance ing to provide benefits like health care that presentation detailed the many hats that she and are not interested in pursuing fruit and are afforded to fulltime employees. But it wears for FFVA. The Foundation’s priority vegetable harvesting as their “real jobs.” It just doesn’t make sense in this short-term functions are research, education and phi- has been hard for agriculture to find friends contracted worker scenario. It seems that the lanthropy. Tighe heads up the Foundation’s in Washington with regard to immigration H-2A program is the only legal option that funding and block grants for researchers, policy because it tends to be a polarizing and Florida fruit and vegetable growers are cur- managing as many as 20 grants at one time very party-specific issue. In 1986 an Immigra- rently afforded for employing non-American working in conjunction with the University tion Act was passed that legalized 1.2 million seasonal workers. H-2A is in no way a perfect of Florida and USDA. Grants are not limited farmworkers but shortly after gaining citizen- system and folks like Carlton and others to disease research and labor issues. They ship the legalized workers quickly left the at FFVA are doing their best to find friends can include marketing and nutrition subjects fields for jobs in retail and other sectors. This in Washington who are interested in look- such as fresh fruits and vegetables in the act did not protect the future flow of illegal ing out for the interests of the agriculture school cafeteria and the Kids in the Kitchen immigrants and the interests of the grow- industry. program. “Each year we work with about $1 ers. Guest worker programs like H-2A were million of grant money that comes in,” she said. The grant program is an invaluable resource that FFVA and Tighe provide. The philanthropy side of the Foundation also is significant. It supports the Redlands Chris- tian Migrant Association with food drives, scholarships and special fundraising events, such as its Christmas card program, providing a huge lift to RCMA and its goals. “RCMA is critical to the support and service that they provide our workforce,” Tighe said. The Foundation also has several education initiatives. The Emerging Leadership Devel- opment Program is now in its fourth class. The ELDP is a one-year program that includes education sessions, a legislative field trip to Tallahassee and farm tours in both Florida and California. Tighe and the Foundation also participate in the National Ag Marketing Mike Carlton, FFVA’s director of labor relations, spoke to the class about the ongoing issues with program at UF. the H-2A program and brought along some paperwork to illustrate just how much goes into each application. 7 19 | December | 2014

Florida’s water world water bodies. Under threat of lawsuits, the U.S. ence, her tremendous resume Environmental Protection Agency adopted speaks for itself. limits on nitrogen and phosphorus levels in Lochridge was there to give our class a waterways known as numeric nutrient criteria, crash course on “Media Training”. She began or NNC. NNC’s are quantitative water qual- by giving us some background information on ity standards. Rising nutrient levels in Florida how much the media has changed over the waters can cause excessive vegetative growth, years with the introduction of cable television by Nathan Decker algae blooms and low dissolved oxygen. The and the Internet. Those two entities pretty Monsanto main issue is that the proposed NNC would much gave birth to a never ending media mon- have determined that 80 percent of Florida’s ster. News is now readily accessible 24 hours waters were “impaired.” The agriculture industry a day and seven days a week. News agencies Kerry Kates is the director of Water and strongly objected because there was question- continue to feed this monster with the next Natural Resources, representing FFVA mem- able science, no method of implementation breaking story that can be reported on. This ber interests regarding compliance with state and no transparency or stakeholder involve- can be seen as either a good or bad situation and federal water laws across four of the five ment. The initial cost to Florida alone to comply based on one’s opinion of the news. On one designated Florida water management districts. would have been upwards of $3 billion. The hand, I enjoy watching the news only when it In his presentation to Class 4, Kates focused on Florida Department of Environmental Protec- comes from a very objective point of view and water supply and water quality. They sound tion petitioned the EPA to allow the state to set just reports on the story without any other like simple issues, but what both involve and the nutrient criteria. In 2013, the EPA handed outside messages trying to be portrayed. As I the amount of regulations governing them is power back to the state. The state has since have gotten older and wiser (I’d like to think), I almost overwhelming. continued to work with growers to develop the try to avoid the news as much as possible. I feel There are two types of water rights that standards for Total Maximum Daily Loads, or as though every time I catch myself watching have been developed in the United States. The TMDLs. Growers in Florida have complied and any major news broadcast, about 90% of the Riparian System is applied in the Eastern United implemented continuous water testing to make time it is something sad, tragic, or depressing. States where water is more abundant. The sure they are using Best Management Practices For some twisted reason tragedy seems to sell system is tied to land ownership water rights to not exceed the TMDL of pollutants entering when it comes to the news. Once in awhile, and the “reasonable use” of water. The Prior our water sources. they will throw in a curveball of something Appropriations System is more of a “first in time, Water is one of the most vital resources for uplifting which keeps me coming back every first in line system,” which is used in the West. Florida agriculture. So it is of the utmost impor- so often. This is why Lochridge came to speak This is where priority is assigned when short- tance that FFVA has a seat at the table to justify and give us some insight on media interviews, ages arise. agriculture’s water use here in the state. so that we would not become a media tragedy When it comes to Florida law, we use a (Bill Cosby) one day! hybrid of the two systems. For water consump- Navigating the modern She then helped us understand how impor- tion outside of domestic use, users must get a tant it was to gather information about who Consumptive Use Permit. Water allocations are media maze wanted to interview you, who they worked for, the exclusive job of Florida’s five water manage- what if any facts they already knew, and if there ment districts. Every five years they must draft was a deadline for the interview. These were a water supply plan based on a 20-year horizon. important pieces of information one needs to These plans include basin-specific information, consider before even agreeing to do an inter- recommendations, assessments and evalu- view. Once you have agreed to go forth with an ations of alternative water sources. Florida’s interview, try to do it on your time in a setting largest consumers of water are the public and by Paul Miller that makes you feel comfortable. Always expect agriculture, so it is imperative that each district Pioneer Growers Co-op and demand fairness from the interviewer has a water management plan to address any throughout the process. Remember that prepa- foreseeable water consumption issues. ration is paramount before sitting down to do Some areas of the state have restricted water Our final speaker, Lisa Lochridge, is the di- any interview, so that you are not blindsided by use or are designated “water use caution areas.” rector of the Public Affairs Division at the FFVA. any rogue questions that you may not want to The designation stems from rapid depletion of Lochridge and her team handle FFVA’s com- be asked. Lochridge continued to give helpful the water supply, which can cause major issues munication with its members and the media on tips throughout the presentation that could such as sinkholes, reduced flow of streams and topics ranging from food safety to immigration be used for any interview situation. I would springs, deterioration of wetlands and saltwater reform. They are also responsible for the asso- definitely recommend any company looking to intrusion. Because of Florida laws and our wa- ciation’s website, monthly e-magazine, weekly educate its staff on media training to call the ter management structure, those in agriculture newsletters, and member bulletins. Before FFVA offices and have Lisa Lochridge give one have taken it upon themselves to be examples coming to FFVA, she was vice president of CBR of the most beneficial presentations I’ve been of what responsible water use looks like. Public Relations based in Orlando, and prior to through. Water quality has become a topic of focus that, she spent 21 years as a journalist for the in Florida, especially the level of nutrients in Orlando Sentinel. With many years of experi- 8 19 | December | 2014

Important letters in particular need. There is an extensive process to obtain a registration along with strict par- alphabet: MRL and TPR ticipation requirements. An indemnification to the registrant, as well as grower indemnifi- cation to TPR, needs to be followed. Through TPR, FFVA has been instrumental in getting several labels. Aerts and all the staff at FFVA are work- ing hard every day to accomplish growers’ by Dustin Grooms concerns and needs. With MRL’s know your Fancy Farms, Inc. market destination and refer to the databases available. Special local need registrations We met with Mike Aerts, FFVA’s director are an uphill battle that can be won with of production and supply chain manage- persistence and attention to detail. This is a ment, to discuss industry issues. Of the top small piece of the pie that is worked on daily regulatory problems, Aerts chose to address at FFVA. maximum residue levels (MRLs) and the work of Third Party Registrations, a subsidiary of FFVA also known as TPR. Growers can be within legal limits for pesticide residue in the United States but be outside of legal limits abroad. MRL violations in export markets can trigger sanctions on Class 4 meets for its third the entire industry. When there is a viola- tion, an investigation will be launched and session in January. Look for possible stiffer penalties may occur. It is best for growers to support their explanation with spray records, labels, residue testing samples, those stories in the next issue. and to inform the industry. The goal of MRL harmonization is to mini- mize disruption in trade. The industry is mak- The class will also be ing MRL harmonization a priority. Farmers are educating themselves and their shippers by recognizing MRL differences among coun- collecting food items for tries, sharing information, and engaging with the major players. MRL harmonization also calls for engaging when a foreign country RCMA centers to be donated proposes a major adjustment to its policies, monitoring MRL changes, and working with the registrants. Out of all the top specialty during that session. crop markets, Canada is No. 1 for the United States and worth $5.2 billion. It is also Florida’s No. 1 exporter worth $736 million. If you would like to join them Canada is conducting a major overhaul in its tolerance process which could take seven to in this endeavor please email 10 years. To learn more information about MRLs and tolerances, databases are available online. Sonia Tighe for information: Third Party Registration Inc. is a service for producer members of FFVA launched in 1987. TPR secures registrations through the [email protected] 24c special local need section of the Federal Insecticide Fungicide and Rodenticide Act. It provides protection to the registrant in return for the right to register a product for a Volume 4 - Issue 2 19 | December | 2014

ELDP NEWS . . . updates from Class 1, 2, 3 & 4

Teddy McAvoy Congratulations to the McAvoy family on the birth of Vaughn Benjamin McAvoy! (above) Clayton Norman Clayton Norman welcomed growers to the 9th annual Florida Ag Expo at the Gulf Coast Research Center. (left) Elton Baldy Congratulations to Elton Baldy for being awarded Farm Bureau Young Farmer & Ranchers Excellence in Agriculture Award this year.

Amber Kosinsky Wish Farms was the recipient of the Kid’s Choice Award at PMA for their hazelnut chocolate flatbread. Kids voted for their favorite recipe based on taste, presentation and aroma. (left)