Women Leading the Way in Produce

Maria Wieloch

Head of Category Management and Business Development, Fruit, Vegetables and Flowers
ICA Sverige AB
1,300 stores in four formats, headquartered in Solna, Sweden

Q. Tell us about your start in retail produce. What led you down this path?

A. I have two uncles who have ICA stores, and I started helping at an early age. I worked extra during school and holidays throughout my school years and loved it — the pace, meeting customers and solving problems. The produce department has always been fun, versatile and busy, so I spent the most time there.

After earning my master’s degree at Lund University, I worked for a couple of years in the paper and packaging industry, but rather quickly, I missed working in retail. In 2008, I saw an opening for a category manager in fresh cuts at ICA and applied.

Q. How did you decide you wanted to work in retail produce? What did you like about the industry?

A. Combining two fascinating areas, produce and retail, was the jackpot. Raised in an ICA store environment, I knew the company and culture, so this was the only retailer I wanted to join. Why produce within ICA? I have always loved the products, plus the sometimes unpredictable, fast-paced business with high seasonal differences.

Something new always happens; it is alive, and it matches my nature and skills. When I started, I was quickly amazed by the people and dedication, the family-owned companies passed on for generations, the passion many of us share for the products, the planet and the whole industry.

People are open and easy to connect with; many stay for a long time, forming long-lasting relationships. Either you love produce and stay, or you leave rather quickly. But I also enjoy working with a category that has a bright future!

Q. Who were early mentors or opportunities instrumental in your successful career in retail produce?

A. My two twin uncles, Stefan and Michal, who own ICA stores, gave me the foundation within retail and an entry into the world of ICA. They are true entrepreneurs who taught me the importance of hard work and gave me responsibility from a very early age.

In the produce industry, I have always looked up to Adrielle Dankier, chief executive of Nature’s Pride, as a female role model. She is truly inspirational with her drive, passion, clear direction and way of being. She has high integrity, but is also very warm and known for including other women in the industry. I am so happy that we are now on the IFPA board of directors, and I continue to learn from her.

And, of course, Jim Prevor, who always believed in and supported me, introduced me to the U.S. produce community and gave me the courage to set off in an arena outside Europe to share, learn and grow.

Q. How did you climb the ladder? What skills, knowledge, and experience have been most instrumental?

A. I have a powerful drive and energy; once I set my mind to something, I can be quite persistent. I knew rather quickly that I wanted to be a part of the global industry and make a change, influence, and drive it forward. So, I would say skills such as determination and passion combined with a significant portion of curiosity, humbleness, and openness to the opportunities that present themselves.

Q. Could you share what you consider your most significant accomplishments in the industry? What would you still like to accomplish?

A. I have always accepted requests to do interviews, be on panels, take notes, give speeches, round tables, etc., no matter how big or small, international or national. I think it is important to spread knowledge and ideas for us as an industry to grow consumption together. Sure, many are competitors, but there are universal things we need to share to grow the pie. Only when it is bigger can we fight over the pieces!

Q. What advice would you offer women about a career in retail produce?

A. It is still man’s world in many ways, but it is changing, so have faith and be the change! And don’t try to be a man; embrace our differences and focus on the traits that I believe can help you forward: curiosity, humbleness, drive, passion and entrepreneurship.

Believe in yourself, have a clear vision, and network. There is so much knowledge in the industry, and it is a warm and welcoming environment. Find role models and reach out. Many women in the industry want to share and help.