The produce industry in Texas is currently faced with several issues that can potentially negatively effect fruit and vegetable participants. To combat these issues producers and other industry participants recently developed a task force to lead the produce industry through a detailed strategic planning process. This task force used a Framework for Industry Strategic Planning and Coordination (ISPC) developed by Lyford et al. as a model to guide its strategic planning efforts. Using this framework the task force was able to highlight the most significant issues affecting the industry and develop specific strategies and implementation plans to resolve these issues. This case study illustrates the application of ISPC and tests the overall usefulness of the framework.