Riley Hicks, 30

Category Manager — Produce, Save A Lot, Saint Ann, MO

June 12, 2026 | 3 min to read

SHORT BIO

Hometown: Escondido, CA
Hobbies: Traveling, Hiking, Reading
Family/Community: Volleyball coach, Community volunteer
Motto in life: Go big or go home.

Hicks began his produce career in 2018 in sales and marketing at Suntreat Packing & Shipping after graduating from California State University, Fresno. For almost three years, he supported sales initiatives, led marketing efforts, and managed accounts payable and receivable.

In 2020, he joined Topco Associates as a category coordinator, overseeing the day-to-day operations of the grape and stone fruit desk, while supporting sourcing strategies for member retailers. In 2021, he expanded his operational and commercial expertise by joining Fruit World Company as a field operations representative. In that position, he coordinated harvest and packing across multiple facilities, managed logistics and inventory transfers, purchased fruit to fulfill customer orders, and strengthened client relationships through sales and marketing.

In 2023, he returned to Topco Associates and rapidly progressed from category analyst to senior category analyst, leading sourcing strategy for berries, grapes and citrus, conducting market supply analysis, and setting weekly and promotional pricing. In October 2024, he was promoted to associate category manager — citrus, where he negotiated season-long contracts, led RFPs, delivered strategic category reviews, and built strong partnerships.

In December 2025, he joined the Save A Lot team as a produce category manager, where he now negotiates contracts, delivers on the strategic vision of the produce team, and builds partnerships with independent retailers and vendors.

Throughout his career, he has consistently exceeded sales goals, strengthened supply chain execution, and driven category growth through strategic sourcing and data-informed market insight. He has served as a mentor for the last few years for the IFPA Management Fundamentals Program and the SEPC STARs program.

Q: What do you wish you knew when you first started your career?

I wish that I knew it was OK to fail. What really matters is how you move on and how you correct the situation. I have found out in recent years that it is OK to fail if there is sound reasoning behind what you are trying to accomplish. And if you fail, you correct the situation and grow from it. This is where my life motto of “go big or go home” comes into play; I would rather fail trying than not try at all.

Q: What is the one thing in produce that you are most passionate about?

I am passionate about delivering top-quality products to consumers at price points that make produce a more affordable option for all consumers.

Many consumers view some produce items as a luxury that they cannot necessarily afford on each trip to the grocery store. I aim to make produce as affordable as possible, while still delivering top quality. Consumers should not have to choose between items that will feed and sustain their families and produce. I hope to see the industry come to a point where the consumer can afford to put a 5-pound bag of potatoes and a 3-pound bag of mandarins into their cart rather than one or the other.

Q: What are some trends you think fuel consumers to purchase more produce?

There are several trends in the world right now, but consumers’ health and wellness priorities are driving produce purchases the most. As more and more consumers are prioritizing their health, we see more produce being purchased to support these goals.