Produce Business Quiz Winner: Avery Leach

GoldenSun Insights
Marketing Associate
Traverse City, MI

Although Avery Leach has only been in the produce industry for a little over a year, she offers this advice to anyone new to the industry: be curious and build relationships.

“The produce industry is incredibly connected, and there is always something new to learn,” she says. “Take the time to ask questions, visit operations whenever possible, and get to know people throughout the supply chain. The relationships you build are so incredibly invaluable.”

Leach is a marketing associate at GoldenSun Insights, where she manages client marketing initiatives and projects across the fresh produce industry. “My role blends project management, marketing strategy, content development and client support, so no two days look the same.”

One of the biggest trends she’s seeing is a greater expectation for marketing to do more than just build awareness. “Companies are thinking more strategically about how their marketing supports retailer relationships, communicates their point of difference, and ultimately drives business results.”

At the same time, she says, storytelling and transparency continue to be important. “Consumers want to understand where their food comes from, how it is grown, and the people behind the products they purchase,” she explains. “As a result, we’re seeing greater investment in brand development, digital marketing, websites, social media, and content that communicates those stories authentically.”

Outside of work, Leach enjoys spending time with family and friends, traveling, rock climbing at a local gym, hiking, camping and skiing.

As this month’s winner, Leach will receive a $200 Amazon gift card.