DAVIS, CA (September 2021) — Far West Equipment Dealers Association (FWEDA) celebrates our founding 75 years ago by taking a giant leap forward with FWEDA 75: Our Legacy Empowers Our Future — debuting the International Innovation in Ag & OPE Virtual Expo — in Monterey, California. An impressive line-up of speakers, panel discussions, and opportunities to connect at FWEDA’s hybrid in-person (Nov. 10-12) and virtual (Nov. 11-12) conference offer inspiring takeaways for dealership businesses.

FWEDA 75: Our Legacy Empowers Our Future with the International Innovation in Ag & OPE Virtual Expo on the new cost-effective HReality virtual platform creates an expansive hybrid event featuring three days of professional development and networking with the industry’s most influential members. The main event is on Veterans Day, Nov. 11, where we’ll honor our servicemen and women, including keynote speakers retired Maj. Gen Bill Hix and former Navy Seal Jacob Werksman, who show us how deploying military strategy and training can improve business success.  

FWEDA’s annual conference focuses on creating sustainable, transformational change in complex organizations, shaping a growth-driven workplace, building trust among leadership and teams, adapting and embracing new technologies in Precision Ag, and distinguishing your dealership from independent repair providers. And in an industry rich with history, we look back at 75 years of accomplishments as individuals, companies and as an association, while looking ahead to new possibilities in a future filled with innovation.

JOIN US NOV. 10-12


Speakers at this year’s conference address the challenges in creating a high-performing work environment: How to execute strategy to achieve a leader’s intent. How to improve as an individual in the workplace. How to be a productive member of a team. How to support meaningful change in your company. Presenters also offer insight into emerging technologies and analyze the current state of the machinery industry including supply and demand, and profitability:

  • Transformational Change: Putting Strategy and Execution Together – Bill Hix, managing partner of Next Horizon Partners, a security and innovation consultancy, and retired Major General, former U.S. Army Chief Strategy Officer
  • Ignite a Growth Culture to Influence Performance – Jacob Werksman, former U.S. Navy SEAL and founder of Victory Strategies
  • Digital Disruption on the Farm & the Future of AG-Tech: Who are the Winners? – Aidan Connolly, president of AgriTech Capital
  • Right-to-Repair: Differentiate Your Dealership from Independent Repair Providers
  • Break Down Supply and Demand for Machinery – Ann Duignan, U.S. machinery analyst with J.P. Morgan

“We’re excited to bring our in-person annual conference to Monterey, a longtime favorite for our members. It combines an in-person and virtual experience. HReality is uncharted territory for the agricultural and equipment industry,” says Joani Woelfel, FWEDA President and CEO. “It’s going to create many opportunities for people everywhere to participate in meaningful business interaction, from networking to professional development.”

Sponsor Appreciation Reception, 2019 FWEDA Convention

Highlights of FWEDA’s Monterey event include:

  • Debut of the HReality Virtual Platform with FWEDA’s Thursday programming to be livestreamed onto the platform
  • FWEDA’s Golf Tournament, shotgun start at 7:30 a.m. Nov. 10, on the renowned Del Monte Gold Course
  • Off-Site Wine Tasting and Shopping Excursion – 10 a.m. Nov. 11, featuring Galante Vineyards and the famous shopping district of Carmel, CA
  • 1940s Themed Dinner and Raffle – 6:30 p.m. Nov. 11, celebrating 75 years of the association protecting and promoting the interests of our dealers
  • Enter the Friends of FWEDA Raffle for a chance to win a two-night stay at the Monterey Hyatt’s President’s House

International Innovation in AG & OPE Virtual Expo is the first of four conferences FWEDA plans to host in the next year, as the association transitions to a quarterly conference schedule:

International Innovation in AG & OPE Virtual Expo 
November 10-12, 2021
Format: In Person and Virtual (Monterey, CA)

Sustainable Vertical & Urban Farming Virtual Conference
February 24-25, 2022
Format: Virtual

Agriculture, Industrial, & Outdoor Power Equipment Show
May 19-20, 2022
Format: Virtual

AG & Industrial Business Virtual Summit

With a focus and concentration in marrying the complementary sectors of agriculture and outdoor power equipment, the International Innovation in AG & OPE Virtual Expo is for those who farm, invest, and create agriculture and outdoor power equipment, and those who deliver products, services, software, knowledge, and methods related to agriculture and outdoor power equipment.

Conference attendees can expect educational content through university learning modules, manufacturers’ content for co-op digital syndication, keynotes and breakout sessions from industry leaders, and more. The 2021 International Innovation in AG & OPE Virtual Expo brings new opportunities to the farm and agricultural industry.

For more information about attending the first conference, visit our site. FWEDA Partnership with HReality™ Debuts Revolutionary AI/VR Software Platform HReality was developed by FabCom, an innovator in the virtual customer experience sphere, with a focus on professionalizing human-computer interaction. HReality is a mixed environment created through the combination of augmented reality, virtual reality, cinematography, and the professionalization of gamification.

“This is the new frontier of digital customer experiences,” says Brian Fabiano, CEO of FabCom, “HReality reimagines what is possible with virtual technology.”


Far West Equipment Dealers Association (FWEDA) was founded 75 years ago to protect and promote the interests of equipment dealers in policy and industry relations. FWEDA represents agricultural, industrial, material handling, outdoor power, and rental equipment dealers in Arizona, California, Colorado, Hawaii, Nevada, Utah, and Wyoming. For more information, visit www.fweda.com.

About FabCom

FabCom was founded in 1991 as one of the first strategic, “online,” full service marketing agencies in the country, and today is a top integrated strategic marketing and advertising agency serving clients across the globe with offices in Scottsdale, Ariz.; Los Angeles, Calif.; and Seattle, Wash. Ranked among the top 10 Phoenix interactive marketing firms by the Phoenix Business Journal, FabCom has earned industry-wide respect for its niche specialization and proven brand mapping methodology, Neuromarketology™, that creates unsurpassed ROI for clients. For more information, visit www.fabcomlive.com.

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