Matt Hiltner, 31

Hiltner represents the new era of marketing in specialty vegetables, blending innovation with visual storytelling. He is known for his work of elevating specialty vegetables through strategic social media engagement and elegant print ads, driving both brand visibility and market growth. As the marketing manager at Babé Farms, his role includes managing social media, email and ad campaigns, web design, content creation, and new product development. He collaborates with photographers and influencers, oversees digital asset organization, and designs graphics and point-of-sale materials across various platforms. He also represents Babé Farms at industry trade shows. During his tenure at Babé, he played a key role in the award-winning “Best Product Promo” for Honey Cone Cabbage at the IFPA Foodservice Conference. His products are also a two-time recipient of product innovation awards at the New York Produce Show.

Before joining Babé Farms, he earned a bachelor’s in business administration with a marketing emphasis from Chapman University in Orange County. He is involved in community outreach, playing a vital role in planning and coordinating Santa Barbara County Farm Day — an event that strengthens the connection between farmers and the local community. He also collaborated with Veggie Rescue (a local nonprofit) to establish a partnership with Babé Farms, ensuring that surplus produce was collected and redistributed.

Q: How did you begin working in the produce industry and why?

After completing an internship at Fearless Records, I returned home to Santa Maria and began searching for my next career opportunity. Around that time, my dad, Loren Hiltner (who worked for Babé Farms for 28 years before retiring in 2022), mentioned the company was looking for someone to manage their social media part time. At the time, I hadn’t seriously considered a career in the produce industry, but I’m incredibly glad I took the leap. I was brought on full time not long after. Nearly a decade later, I’m still with Babé Farms and like to think I have grown a lot both personally and professionally. The culture and family atmosphere at Babé Farms is something that resonated with me from the beginning and is a big part of why I have stayed all these years.

Q: What advice would you give someone new to the produce industry?

Network as much as possible and build genuine relationships. The produce industry is a tight-knit community, and those connections often lead to unexpected opportunities and collaborations.

Q: How has the industry changed during your tenure?

One big change is the evolution of specialty vegetables in the mainstream marketplace. Since I started at Babé Farms, items such as watermelon radish, rainbow carrots, and even Romanesco cauliflower have burst onto the scene. Consumers today are more knowledgeable and adventurous than ever, and social media has played a major role in propelling niche vegetables into mainstream markets.

Q: What accomplishment are you most proud of in your career?

One accomplishment that’s especially meaningful to me is establishing our partnership with Veggie Rescue, a nonprofit that reduces food waste by redistributing surplus produce. Because our customers are primarily fine-dining chefs with stringent quality and sizing standards, not all of our harvested produce fits their specifications. Through this partnership, we’ve been able to donate that excess to organizations throughout Santa Barbara County. Being able to help connect Babé Farms with a cause that reduces waste and supports. Our community has been one of the most fulfilling parts of my career.