IFPA Southern Africa Conference September 2024

The International Fresh Produce Association (IFPA) Southern Africa 2024 conference, held at Century City, Cape Town, was a significant gathering of key industry players. 

With the event focusing on major themes like logistics, market volatility, and climate impacts, it offered a platform for stakeholders to address ongoing challenges and explore future opportunities for the fresh produce sector.

The Conference highlighted key trends and challenges facing the fresh produce industry. 

These insights offer a roadmap for fresh produce businesses to navigate these economic, environmental, and emotional challenges, while creating opportunities through value-driven, sustainable, and health-conscious offerings.

Overall, the 2024 conference was a crucial platform for stakeholders to engage in meaningful discussions about the future of Southern Africa’s fresh produce industry amidst challenges like erratic weather, logistical constraints, and evolving market demands.

A highlight of the conference was the Fresh Perspectives Breakfast keynote delivered by Licia Dewing Career Strategist 

Here a a few extracts from that dynamic keynote:

Inspiration from Suze Orman: Visibility Creates Possibility

I’m reminded of Suze Orman, who always starts her talks by saying, “I stand before you as a very wealthy woman.” She’s intentionally triggering her audience. Women weren’t historically supposed to talk about wealth or make substantial money—unless it was inherited. Orman’s aim? To rattle her audience and make them rethink what’s possible.

Because if we can’t see it, we don’t believe it. And that’s true of your potential on LinkedIn too. What do you see when you think about your brand’s potential or your company’s potential on this platform? Using the analogy of a love affair, how would you describe your relationship with LinkedIn?

My goal is to plant a few seeds for you—seeds that will either inspire or trigger you into taking action. Some seeds will make you pause and reflect; others will rattle your cage and get you moving. Because, let’s face it, sometimes we need a little agitation to grow.

LinkedIn: A Love Story With Strategic Intent

Like any relationship, there are good days and bad days, but at its core, LinkedIn has served me extremely well. However, let’s be real: LinkedIn is just a tool, albeit a powerful one. The platform is designed to keep us engaged, with notifications, algorithms, and home feeds that can overwhelm. It’s easy to get lost in it all. But being on LinkedIn is not a strategy. You have to be utterly strategic and program LinkedIn to work for you, not the other way around.

The truth is: Visibility creates opportunities, and consistency builds trust. LinkedIn gives you the chance to show up and be visible to the people who matter in your industry. It allows you to project who you are, what you stand for, and what value you bring to the table. However, it’s crucial to approach it with strategic intent. Simply being on LinkedIn isn’t enough—you need a plan.

For me, that plan involved turning LinkedIn into a hub where I could consistently add value, share insights, and grow my personal brand. I engaged, connected, and built relationships that took my career strategy business global.

The Ripple Effect of Visibility

Here’s where it gets interesting. The more visible I became, the more opportunities found their way to me. I didn’t have to chase them—they showed up. From speaking engagements and consulting opportunities to unexpected gifts like a surprise spa package from a local salon owner who follows me—these are the kinds of things that happen when you embrace visibility.

I’m not saying this happened overnight. It took years of steady, strategic engagement. But LinkedIn gave me the stage to share my story and connect with a global audience. It’s a relationship that’s deeply rewarding, one where I’m constantly learning and giving back in equal measure.

Personal Branding in the Digital Age

At its core, LinkedIn is a platform for personal branding. Personal branding has been around for centuries—in fact, ancient civilizations were the first to understand its value. Whether through art, architecture, or lineage, they left marks on the world to communicate their worth. Fast forward to today, personal branding is still about making a statement, but now it’s digital.

So I ask you: How do you want to be seen?

Your LinkedIn presence is your opportunity to tell your story, to project your personal and professional identity to a global audience. Your profile is not just a resume; it’s a living, breathing extension of who you are and what you offer. And in this digital-first world, your online presence is your currency. It’s what opens doors.

Your Turn to Project Yourself

LinkedIn has been a game-changer for me, but I’m here to tell you that it can be the same for you. The opportunities are endless if you show up, engage authentically, and project who you are to the world.

Take a step back and reflect: How are you showing up on LinkedIn? What seeds of potential can you start planting today to grow your visibility tomorrow? It’s never too late to start. 

In the words of Suze Orman: "Stand before the world as the person you want to be."

So, what’s your next step?