The American Agri-Women organization, a 54-member national coalition of farm and ranch organizations will be examining change at their 30th annual convention Nov. 10-13, 2005 in Monterey at the Monterey Plaza Hotel and Spa on Cannery Row.

The convention, with a theme of Waves of Change, will examine emerging trends in the expanding global food marketplace as California Women for Agriculture the largest affiliate of AAW welcomes agriculturalists, politicians and the media to the 2005 Convention.

This year’s meeting will focus on agribusiness trends and the changing landscape of the global food industry, with world renowned keynote speakers such as Futurist Jim Carroll, Marketing Economist Roberta Cook, Agri-Food Chain Trends Strategist Sharon McNerney, and California’s Secretary of Agriculture A.G. Kawamura. Some of the critical recent changes farmers are facing that will be discussed are:

— The new frontier of personalized nutrition based on emerging science and genetic innovation

— The rapidly expanding food service sector and the explosion of new ethnic flavors and cuisine in the marketplace

— The increasingly complex food marketplace where the consumer is driving change more than ever due to an expanding palette of food choices

According to a recent USDA survey of New Directions in Global Food Markets, “food markets are constantly evolving, driven not only by changes in consumer preferences, but also by technology, linkages between members of the food supply chains, and prevailing policies and business environments.” Speaker and futurist Jim Carroll recently stated, “by some estimates we will see as much change in the 21st century as we saw in the last 20,000 years.”

The 2005 AAW convention will offer participants and the media a chance to view firsthand examples of cutting edge agricultural operations, new products coming from California’s premiere vegetable production area, the Salinas Valley which has long been referred to as the “Salad Bowl of the World,” and the chance to strategize about agriculture’s future. “What better place to meet and explore change, than here in California where our agricultural industry is a bellwether for the trends and critical issues that herald the future direction for farmers and ranchers in the world market,” according to Jeri Hansen, president of California Women for Agriculture.

For more information and registration materials please go to:www.americanagriwomen.org