This April, a passionate group of University of Florida Food and Resource Economics (FRE) undergraduate students packed their best ideas and business attire and headed to Kansas City, Missouri. They were headed to compete in a international student agribusiness marketing competition at the National Agri-Marketing Association (NAMA) Conference and earn their spot amongst the best across North America.
Representing UF’s Gator NAMA chapter, the team presented a strategic marketing plan for a moringa-based salad dressing designed to appeal to health-conscious consumers while supporting Florida’s agricultural producers.
The team, under the guidance of Dr. John Lai, assistant professor in the Food and Resource Economics Department, spent months developing their plan.
“With two returning members from last year’s team stepping up to guide their new teammates, this year’s group demonstrated exceptional leadership and collaboration,” Lai said. “Each member contributed innovative ideas and showcased remarkable teamwork in developing the final strategic marketing plan and presentation.
This year’s team captain was Ashley Kim. She and co-captain Jimena Morales were both second-year participants and will be graduating this semester.
“In year one, I focused on learning and improving my speaking,” Morales said. “This year, I loved mentoring others and seeing them find their voice.”
Other members of the team this year were Josh Aguilu, Bernardo Andrade, Adessa Chancey, Layla Lee, New Lert, Katie Netzel and Han Nguyen.
Out of 30 teams across the U.S. and Canada, Gator NAMA advanced to the semifinals. This earned them a spot among the top 12 in the country.
“It was truly inspiring to witness the high level of cooperation among the team, which was ultimately rewarded as they advanced to the semifinals,” Lai said. “I am incredibly proud and impressed by the team’s dedication and outstanding performance in this year’s competition.”
The students needed to identify a crop that would allow this new business venture to support Florida’s agriculture industry. They also were tasked with coming up with a unique product using that crop.
This required many tireless hours of product testing, focus groups held in conjunction with the Ag. Econ Club, and intensive research into both logistics and audience demographics to understand everything needed to make their marketing plan a success.
The result was a unique product: a protein-rich salad dressing crafted from moringa. Moringa is a low-maintenance, high-value crop known for its sustainability and profitability in Florida agriculture.
Before heading to Kansas City, the group presented their final proposal to both the department and the FRE Leadership Council. This valuable feedback and support helped shape the presentation and deepen the students’ real-world understanding before they went to compete.
“The most rewarding part was watching everyone grow into their roles. Seeing our product come to life—one we truly believed in—was powerful,” Morales said. “And witnessing our confidence during the competition was unforgettable.”
The NAMA experience offers more than just an opportunity to flex your competitive spir. Students gain valuable skills in public speaking, product development, and strategic thinking.
“It is a good class to take and a great learning experience to take with you after” said Joshua Aguilu, Gator NAMA team member. “You learn a lot of background knowledge on the marketing industry, and it’s a great way to build your resume.”
As if that weren’t enough, the competition also allows students to forge lasting friendships and professional networks.
When asked about their favorite part of the experience, team member Han Nguyen had a heartfelt and straightforward response, “the friends I made along the way.”
Looking ahead, Gator NAMA plans to return to the competition next year. They are excited to bring fresh ideas and new team members into the fold.
To these new members, team member Adessa Chancey had some sage words of advice.
“Be prepared to devote a lot of time,” Chancey said. “Focus on real issues in agriculture and find innovative ways to solve them.”
Finally, when reflecting on her journey over the past two years, Morales summed it up best:
“You can sell anything if you know your product well and believe in it. Confidence is everything, and NAMA helped me feel more comfortable with public speaking and finding my voice.”
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