George Shropshire: Talent and Innovation Will Shape the Future

When we first started Love Beets, our goal was simple: introduce Americans to a vegetable they thought they knew. Beets weren’t new — but the way we presented them was. From the contemporary packaging to bold flavors and ready-to-eat convenience, Love Beets redefined how consumers could experience this humble root vegetable. What began as a niche idea quickly grew into a movement that transformed produce shelves across the country.

But building a brand is never just about the product — it’s about the people behind it.

In many ways, the story of Love Beets is a story about talent and innovation working hand in hand. It was our team’s willingness to challenge conventional thinking and their relentless curiosity that helped us turn a polarizing vegetable into a beloved staple for health-conscious and flavor-seeking consumers alike.

And as our success with Love Beets grew, so did our ambition. Our out-of-the-box thinkers began to think bigger picture — if we could make beets fun and appealing, how else could we make fresh produce more appealing to consumers?

That’s what led to the formation of Offshoot Brands — our next chapter. We envisioned a company that could nurture and scale a portfolio of produce-centric, better-for-you food brands, each with its own distinct identity but united by a shared mission: to help more people eat more plant-forward foods, more often. Offshoot Brands became not only a home for Love Beets, but a launchpad for other progressive, category-defining brands.

But no matter how much we evolve, two principles remain foundational to everything we do: people and innovation.

THE TALENT IMPERATIVE

In the produce industry, we talk a lot about quality, freshness, and logistics — but we need to talk more about talent. As consumer expectations change and competition intensifies, it’s not enough to have great products. You need great people — people who think differently, move quickly, and are unafraid to disrupt.

In the produce industry, we talk a lot about quality, freshness, and logistics — but we need to talk more about talent.

Hiring and developing top talent has been central to our growth. At Offshoot Brands, we invest heavily in our team because we know innovation doesn’t happen by accident — it happens because the right people are empowered to lead. From our R&D specialists to our incredible commercial team, brilliant marketers and supply chain experts, every success we’ve had is rooted in the strength of our people.

Our collaborative approach ensures every team member has a seat at the table. When people feel heard — when their ideas are welcomed and their feedback valued — they become more than employees. They become invested stewards of the business. Empowered individuals take ownership of their work, push boundaries, and care deeply about the success of the company — because it becomes their success, too.

That mindset is core to everything we do. From the early days to now, we’ve had passionate team members help shape who we are. They believe in the mission, they’ve helped shape the brands, and they continue to fuel our growth. They’re not just part of the team — they’re champions of it. Passionate people with a shared purpose, driving real impact.

PRODUCT INNOVATION AS A GROWTH ENGINE

Equally vital is our approach to product innovation. We don’t just chase trends, we anticipate them. Whether it’s functional wellness, global flavors or sustainability, we look for white space where we can introduce something truly different. Innovation in produce isn’t just about a new variety or flavor — it’s about rethinking form, function and occasion.

Love Beets taught us that even the most traditional categories can be reimagined. That same spirit drives our work across our whole portfolio at Offshoot Brands. We’re not just responding to consumer demand — we’re helping to shape it.

Our team is a mix of omnivores, vegetarians, flexitarians, gluten-free and dairy-free eaters, and balanced eaters — each with their own lens on health and wellness. That diversity isn’t just personal, it’s powerful. It gives us a built-in focus group and a broader perspective on how different people eat, what they care about, and where the market is headed. These varied perspectives help us stay curious, push boundaries, and create products that resonate with real people living real lives.

LOOKING AHEAD

As we look to the future of fresh produce in the United States, one thing is clear: The most meaningful breakthroughs won’t come from products alone — they’ll come from people. People who think differently. People who aren’t afraid to challenge what’s been done before. People who understand that true innovation isn’t just about ingredients — it’s about ideas.

Consumers are demanding more: more transparency, more functionality, more flavor, and more alignment with their values. Retailers are hungry for differentiation. And the industry is ready for reinvention.

At Offshoot Brands, we’re not just rising to meet that moment, we’re helping to shape it. By continuing to invest in bold thinkers and cultivating a culture that values curiosity, collaboration, and courage, we’re building a team that’s equipped to push the boundaries of what’s possible in fresh food.

Because the future of produce belongs to those willing to reimagine it — and we believe that future is plant-forward, people-powered, and just getting started.

George Shropshire is general manager of Off Shoot Brands, Conshohocken, PA.