Honoring the best and brightest young leaders in the produce industry.
Winners of our annual 40-Under-Forty awards program should be truly honored because they were chosen by their fellow industry mentors. Produce Business conducted an extensive, widespread search to elicit nominations for top young leaders. The search involved communication with thousands of executives, consultants, associations and universities.
This year’s winners are exemplified by an outstanding array of community involvement. They have demonstrated an extremely high degree of giving back to the people and places that have helped them reach their current positions. We had far more nominations than we could use. Individual candidates were contacted to highlight their key company, industry and community accomplishments, sharing meaningful examples of how they have been leaders, as well as their goals and aspirations.
If you were not chosen this year or if you nominated someone who was not selected, please understand that the process was highly selective, and we encourage you to re-submit updated nominations for next year’s competition. We encourage everyone to alert Produce Business of well-deserving candidates and to help praise and support future produce movers and shakers as we look forward to honoring 40-Under-Forty leaders in 2020.
WENDY ALSUM-DYKSTRA, 36
Chief Operating Officer/ Logistics And Maintenance
Alsum Farms & Produce, Inc.
HQ: Friesland, WI
Hometown: Friesland, WI
Hobbies: Boating, water sports, Christian school board member and treasurer, Sunday School teacher, runner
Personal: Married, two daughters
Motto in life: Attitude is a little thing that makes a big difference. – Winston Churchill
Work history: Alsum-Dykstra grew up working at Alsum, alongside her father, Larry Alsum, sister Heidi, and other family members. She worked grading potatoes in middle school and later assisted in sales, administrative, and accounting support in high school and college. After graduating from the University of Wisconsin-Whitewater, she worked as an auditor for Grant Thornton, LLP. In 2010, she rejoined the family business in finance and accounting, working to develop key performance indicators and jointly leading the company’s enterprise resource planning (ERP) software implementation. In 2017, she was promoted to oversee operations for Logistics and Maintenance divisions. She currently serves on the Produce Marketing Association’s Audit Committee and formerly served on the PMA’s Budget and Finance Committee. She was a member of the 2019 Potato Industry Leadership Institute.
Q: How did you begin working in the produce industry?
I grew up working in and being exposed to all aspects of the family business. My father has been a hardworking, incredible role model for me with a passion for the produce industry. I am excited to be a part of a business that feeds Americans with potatoes, onions, fruits and other vegetables.
Q: What accomplishment(s) are you most proud of in your career?
Helping implement a new (ERP) software system in 2016-2017. This was a big project that would not have been successful without a lot of hard work by a dedicated team. I co-led this project with our CFO and enjoyed the opportunity to work with and learn from people in all departments to configure the system and create standard operating procedures.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
I feel blessed to be working alongside my dad and sister and so many other great people. After returning to the family business, I have an even greater appreciation for my father’s knowledge, experience, leadership and passion for the Alsum companies and the produce industry.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
From farming to packing to shipping, employers are experiencing labor shortages. There has been an increasing demand to automate in order to combat shortages. The industry needs to work together to find a viable solution for agricultural immigration reform and efficient transportation.
Q: How has the industry changed during your tenure?
The produce industry has seen increasing regulation and audits in food safety, traceability and social compliance. These regulations help to provide both consumer and employee safety and enhanced transparency and traceability through the supply chain.
Q: What would you like consumers to know about the industry?
The produce industry is made up of many hardworking individuals. The average consumer does not understand the amount of effort and care involved in handling fresh produce from harvesting on our farms to packing to delivering to the retailer.
Q: Do you see the produce industry as a united front, or is it more about the particular items or silos?
In the produce industry, we all deal with similar issues and challenges. By working together on key issues and challenges, we have the opportunity to support each other as well as learn from one another.
TOM BRINDELL, 39
Director Of Produce And Salad Bar Operations
Dierbergs Markets
HQ: Chesterfield, MO
Hometown: St. Louis
Hobbies: Traveling, yard work, home improvements
Personal/Community: Married, three children, volunteer coach for multiple sports
Motto in life: Normal day let me beware of the treasure you are. Let me learn from you, love you, bless you before you depart. Let me not pass you by in quest of some rare and perfect tomorrow. — Mary Jean Irion
Work history: Brindell started his career in 1996 while in high school as a part-time courtesy clerk at Dierbergs. During his time at the University of Missouri-St. Louis, he worked in a variety of part-time positions including cashier, grocery clerk and finally produce clerk. After graduating college with a degree in management and organizational behavior, he was offered a position at Dierbergs as a recruiter in the human resources department. After working a few years in HR, he missed the excitement and buzz of the store, which prompted his return to the store level in a manager-trainee position. He eventually progressed to a store director’s post. After five years as store director, he was asked by the company to replace an icon, Steve Duello, produce and salad bar director at Dierbergs for 40 plus years. Brindell jumped at the opportunity, and he was able to shadow Duello for three years before the official retirement date. Brindell was promoted to his current position in 2017. He is now responsible for the overall operations of produce salad bars in 25 stores, as well as Dierbergs’ produce warehouse.
Q: How did you begin working in the produce industry?
I began as a part-time produce clerk in 1998. There was an open position, and I asked to be transferred from center-store grocery clerk to produce. I was fascinated by the ever-changing seasons, the expansive product selection and the customer interaction.
Q: What aspect of the business challenged you the most early on?
How fast it changes. Market pricing, weather in growing regions and customer demands can blow your plans up, and you have to be reactive and think quick on your feet.
Q: What accomplishment are you most proud of in your career?
I’m very proud of the way we are expanding our Fresh Cut/Easy Meal Solutions. We are continuing to find ways to make it easy, convenient and simple. It could be as simple as cut fruit or more unique like veggie noodles, fresh-cut salsas or marinated veggie blends in a cook-able bag. I’m proud that we are able to stay up with the trends.
Q: What advice would you give someone new to the produce industry?
The best advice I could give someone is put your head down and work hard. If you have a good set of hands and enjoy conversing with the customer, you will ascend in the produce business.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
Definitely food safety concerns. This is one area that keeps me up at night. It is a must that retailers have the highest food safety standards. Not only is your brand on the line, but also the customers’ safety. It is hugely important to me that customers trust our fresh foods.
Q: What do you think is the biggest misconception about the produce industry by the public at large?
I think there is a blurred vision between local and organic. I think when most customers hear local, they automatically think organic and pesticide-free, which is not always the case.
Q: How has the industry changed during your tenure?
Definitely the production that is needed in the back room. The amount of prep work done in the back room today is considerably less than 20 years ago. More and more product is coming in prepped, wrapped and ready to eat.
C.J. BUXMAN, 37
Co-Owner
Fruit World Co., Inc.
HQ: Reedley, CA
Hometown: Reedley, CA
Hobbies: International travel
Personal/Community: Married, two boys
Motto in life: People and relationships are more valuable than money.
Work history: Buxman spent much of his childhood in his father’s truck, learning the farming side of stone fruit ranches in the Reedley area and learning the details of packing stone fruit in the packinghouse. Encouraged by family to do something else, he pursued degrees in computer engineering and a Master’s in accounting. However, he returned from college to run the family packinghouse, packing more than a million boxes of stone fruit per season. When his father’s company, Sunny Cal Farms, went out of business in the 2000s, he left agriculture completely, thinking it wasn’t for him. Seven years later, he returned to the farm and decided to lease and plant farm properties. A few years later, he transitioned all the farms over to organic (influenced by his wife, who had became devoted to organic produce). This young farmer who started with 20 acres grew to 200 acres on his own. In 2017, he realized he needed to move into the marketing and sales of the produce, as well. He teamed up with partner Bianca Kaprielian to form Fruit World Company. Fruit World now represents product from four other growers and sells to major retailers in the United States. Sales have doubled year-over-year since 2017, with the company adding additional staff each year.
Q: How did you begin working in the produce industry?
I was dusting off fuzzy peaches with a feather duster at the packinghouse as a 6-year-old. What attracted me to produce is the creative nature of the business. My mother always told me, ‘Don’t be a farmer like us,’ but produce ran too deep in my blood to stay away forever.
Q: What aspect of the business challenged you the most early on?
On the farming side, it was the emotional ups and downs of the good and bad years. The highs can be so high, but the lows can be so low. It was difficult not to constantly be on an emotional roller coaster. On the sales side, early on, the challenge was adapting to a different pace of information flow. The sales and buying end is much faster paced than farming. Orders can be made or lost in a matter of minutes.
Q: What accomplishment are you most proud of in your career?
I’m proud to be the one who is carrying on my family’s produce legacy.
Q: What industry improvements would you like to see?
Logistics need to be more efficient.
Q: What advice would you give someone new to the produce industry?
Never change your phone number.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
My wife would say my eyes would light up when having a conversation about produce. Then, having whiskey with a college buddy of mine, he screamed at me and said our generation needed more farmers, but nobody has the knowledge to carry it on. Those two stories led up to my ‘aha moment.’ It’s been the best career decision of my life.
Q: What are some of the more challenging aspects of a career in the produce industry today?
Navigating through the consolidations that are occurring.
Q: What do you think is the biggest misconception about the produce industry by the public at large?
That farming is romantic. It’s not always. It can be a tough business.
Q: How has the industry changed during your tenure?
I still remember my father on a CB radio and desk phone — when orders were faxed. The communication methods have changed tremendously — obviously.
ALEJANDRO TOMÁS CALLEJAS, 35
Director Research & Development
Church Brothers Farms/True Leaf Farms
HQ: Salinas, CA
Hometown: Hellín, Spain
Hobbies: Outdoor activities, traveling, cooking, wine tasting
Personal/Community: Aptos Community Garden
Motto in life: Success is always a consequence of hard work and discipline.
Work History: After receiving his Bachelor’s degree in agricultural engineering and Ph.D. in food science and technology from the Technical University of Cartagena in Spain, Callejas received a scholarship to complete his Ph.D. at University of California-Davis. He continued his postdoctoral research in postharvest quality and safety of fresh-cut vegetables. At UC-Davis, he became passionate about applying quality and food safety scientific research to solve industry challenges. In 2012, he joined Chiquita Brands/Fresh Express as a research scientist and became a principal research scientist. In his three years at Fresh Express, he led the development and optimization of postharvest handling programs for Mexico and the United States, as well as technical product development for foodservice. In 2015, he joined Church Brothers Farms, with the mission to build a new R&D department from the ground up. As director of research and development, he led a team in charge of technical development, optimization and commercialization of new products and processes for the company’s value-added operations in the United States and Mexico.
Q: How did you begin working in the produce industry?
I am from a rural area of central Spain. Although my family was not directly involved in agriculture, it was the major economic activity around my hometown. I grew up around olive, almond and apricot orchards. When I was in high school, I was attracted to plant biology, which led me to choose agronomy for my undergraduate studies. My first major contact with the produce industry was during my time at UC Davis, where I worked directly with growers and processors in research projects.
Q: What do you know now you wish you knew when you first started your career?
The constantly changing nature of our business was challenging at the beginning, but it is actually what makes the business exciting. Each day is a completely new adventure.
Q: What aspect of the business challenged you the most early on?
Understanding customer needs as well as establishing synergies with departments. Coming from a scientific background, I was a very technical- and data-oriented person. I had to learn how to marry my scientific knowledge with the needs of the marketing and business development functions to provide viable solutions.
Q: What accomplishment are you most proud of in your career?
Building the R&D department for Church Brothers Farms, and thereby offering value to the company and our customers, was a great accomplishment. This was definitely the result of a team effort. In addition, I am proud to be part of an industry that produces delicious vegetables and promotes a healthy diet.
Q: What industry improvements would you like to see?
Continue the technological transformation at all levels of the supply chain, from seed to customer. Promote the use of biodegradable packaging materials and strategies to reduce food waste.
Q: What are some of the more challenging aspects of a career in the produce industry today?
Attraction and retention of talent is key, especially with younger generations. We need to make the produce industry attractive to Millennials and Gen Z. I believe that the technological transformation of the produce business is already playing an important role.
LUIS G. CINTRON, 35
Director Of Procurement
J&C Tropicals
HQ: Miami
Hometown: San Juan, Puerto Rico
Hobbies: Spending time at the beach, basketball, grilling
Personal/Community: Married; one son
Motto in life: Be happy for this moment. This moment is your life.
Work History: Cintron began working with Del Sol Foods (a small company from Miami) 12 years ago as its first procurement employee solely for fresh produce. Del Sol had only imported dry goods before. At Del Sol, he helped developed sourcing programs from Peru, Vietnam, Thailand, Cambodia and Guatemala for produce going to major retailers in Puerto Rico. In 2014, he moved to a position as category manager for J&C Tropicals. In his five years at J&C, he has made measurable impact in the produce industry — first as a category manager — and in his past two years as the vice president of procurement. In addition to performing his job at an exemplary level, he is known for demonstrating an extraordinary commitment to his diverse group of growers. He provides exceptional support to small farmers in Asia, Central and South America and the Caribbean by creating programs that serve consumers of tropical produce in the United States, but also allow the growers to remain profitable and poised for growth. Currently at J&C, he directs a team of buyers and salesmen sourcing product from 18 different countries. He and his team have become leaders in the industry in dragon fruit, rambutan and a Homegrown Florida Tropicals program, distributing 65 different commodities throughout the entire United States and Canada.
Q: How did you begin working in the produce industry?
I got into the industry by chance and opportunity. I fell in love with it almost immediately and will now be in produce for life.
Q: What aspect of the business challenged you the most early on?
Earning the growers’ trust was the most challenging. Once growers trust that you are doing everything possible to get the best price/customer for their product, things become easier.
Q: What accomplishment are you most proud of in your career?
I visit very remote areas sourcing the specialty items that J&C Tropicals excels on. Seeing our growing partner families and neighborhoods improve and grow as a direct result of our relationship is amazing.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
Water conservation. We need to conserve and develop better ways for irrigation and water consumption. This is not only an issue we are facing here in the United States. Internationally, our growing partners are having major issues with yields and production because of changing weather patterns and much higher temperatures. Private entities see this and are buying up the lands where the river water sources from, causing major problems, not just for agriculture, but for the general populations as well.
Q: Do you see the produce industry as a united front, or is it more about the particular items or silos?
For the most part I see it more about the particular items (silos). A few times a year, we all get together at the industry shows, but for the most part everyone works on their own thing, and that’s it. It’s a generational thing in my opinion. Everyone has their growing secrets and wants to protect their way of doing business at all costs.
Q: How has the industry changed during your tenure?
Little by little, I do see improvement with information sharing. Technology helps with this more each year.
Q: What has shocked or surprised you about the produce industry?
Every day is different. I go to sleep thinking and worrying about something today, and tomorrow it is a completely different story.
DAVID COHEN, 34
President, Chief Executive
Ruby Robinson Company, LLC
HQ: Buffalo Grove, IL
Hometown: Buffalo Grove, IL
Hobbies: Cycling, music, travel, hockey, dining experiences
Family/Personal/Community: Married, expecting first child
Motto in life: Live each day to the fullest.
Work history: Cohen has been in the produce business for more than 10 years, working his way up the ranks. At an early age, he honed his sales skills while selling mobile phones and then interned at Ruby Robinson throughout college. Upon graduation, he joined Ruby Robinson’s procurement team and specialized in potatoes and onions. As he continued to grow within the company, the opportunity arose to become a senior procurement specialist. In that role, he continued to drive sales and help the team grow. In early 2018, he became the president and chief executive of Ruby Robinson. As the new leader, he is dedicated to maintaining the level of service the company has always provided, while transitioning the company to the next chapter. He is known for building and maintaining decade-long relationships by engaging in fair, honest and ethical business practices.
Q: How did you begin working in the produce industry?
I spent a lot of my early adult years with George Melshenker, a close family friend. It was during this time that my curiosity about the produce industry sprouted, hearing George discuss the ins and outs of his business. During the summers after each year at the University of Michigan, I interned and began my learning journey of the vast world of produce. I officially joined the Ruby Robinson team upon graduation in 2007 and have not looked back. I was immediately drawn to the fast-paced environment and quickly learned that each day would present new and unique challenges. The friendships I have made with customers and growers have created an immeasurable impact on my life.
Q: What accomplishment are you most proud of in your career?
Becoming an owner of Ruby Robinson in February 2018 was something I worked for since starting in the industry. Ruby Robinson is a company with such rich history and tradition within the industry, dating back to 1966. Having the opportunity to carry on the torch and continue to grow the business that Melshenker built is a true honor. I look forward to leading Ruby Robinson as we continue to see the industry evolve.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
Combating the many challenges and seeing it all come together by delivering to customers was the moment that did it for me. Whether it be elevated markets, inclement weather or distressed product, there is no challenge I will not face head on. It was that innate problem-solving skill that made me realize this is the industry for me.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
For us, transportation and logistics presents many different challenges, such as labor and driver shortages, which I believe will be a “hot button” topic over the next decade. We’ve taken the initiative to build a dedicated logistics team in-house this year. It has allowed us to grow our sales and our ability to achieve on-time delivery. We know this piece of the puzzle is critical to our partners, and we’re excited to have the opportunity to offer this service.
Q: What are some of the more challenging aspects of a career in the produce industry today?
There seems to be a trend of customers wanting to procure product directly from growers. We serve as the missing link between our customers, growers and shippers. We go above and beyond in our partnerships, and we have a personal stake in our customers’ success.
KRYSTEN DEGIGLIO, 31
Regional Sales Manager
Village Farms
HQ: Heathrow, FL
Hometown: Holmdel, NJ
Hobbies: Dining, cooking, traveling, playing tennis and ping pong
Motto in life: Cherish your yesterdays, dream your tomorrows and live your todays.
Work history: DeGiglio grew up in the tomato business; her father, Michael, is the founder of Village Farms. After graduating with an M.B.A. at Fairfield University in Connecticut, she worked in accounting for Ernst and Young in New York for five years. After a year long stint with the pharmaceutical company Daiichi Sankyo, she was offered a sales opportunity at Village Farms when a senior regional sales manager was retiring from the Northeast. She enthusiastically accepted the position. Led by her passion and drive, she has risen through the company ranks in her four years with Village Farms. She is currently the Northeast regional sales manager, working from Jersey City, NJ. She handles several of the top retail accounts in the company as well as wholesalers, terminal markets and the quickly expanding home delivery accounts. Her passion for representing high quality greenhouse tomato products and relentless drive to learn and succeed in the produce business already has led her to achieve a highly respected reputation in the industry.
Q: How did you begin working in the produce industry?
I was invited to attend the PMA Fresh Summit in 2013. Although I visited greenhouses when I was younger and heard about the pros and cons of the produce business while growing up, I was never exposed to the industry. My appetite for produce, especially tomatoes (pun intended), started with the amazing experience I had at that first trade show. I have been intrigued with the produce industry ever since. In 2015, a position opened at Village Farms, and I knew the career change would be challenging, yet rewarding. My decision to join the company was fueled by the authentic people I connected with, the focus on sustainability, and the unique, exclusive specialty tomato varieties.
Q: What advice would you give someone new to the produce industry?
Recognize the importance of relationships and network. Stay up-to-date on produce trends and news. Be transparent and keep your integrity, as you are only as good as your word. You must be proactive and reactive.
Q: What do you think the industry can do to promote more produce consumption?
Younger generations are seeking healthier lifestyles and are more informed about the positive impact produce has on the body and mind. Generation Z is heavily influenced by social media and celebrities. Popular artists already have made an impact on the industry and in turn, have boosted produce sales and consumption. For example, Beyoncé singing about watermelon and Justin Timberlake dancing in the produce aisle of a music video. Various vegetables, such as celery, have been highlighted by influencers and gone viral on the internet. Chefs and mealkit companies continue to create unique ways to use produce in recipes, like cauliflower rice. Restaurants are offering more of a produce-forward menu than ever before. Marketers are providing insightful messaging about product attributes on packaging. Retailers are promoting produce consumption by explaining the grower/farmer story using POS. Produce publications should be geared to consumers, not just industry professionals. The industry has already come a long way and must keep up the momentum.
Q: What would you like consumers to know about the industry?
I would like consumers to understand the benefits of greenhouse growing. The motto at Village Farms is “We are good for the earth.” From inception, we have made choices to farm responsibly. As a large producer of food for human consumption, at a time when the world population is growing exponentially, we have an obligation to preserve our planet as much as possible.
TYLER DEUTSCH, 32
Senior Vice President, Business Development
Produce Alliance
HQ: Chicago
Hometown: Ventura, CA
Hobbies: Movies, hiking, family, snow skiing, tennis
Family/Personal/Community: Volunteer with Ann Lurie Children’s Memorial Hospital
Motto In life: Be passionate, be relentless, be kind, be successful, be humble.
Work history: Deutsch began his career from the ground floor at Produce Alliance, while still in college as an intern at a Los Angeles distribution center and later, after college, progressing to Nashville, where he became a customer support specialist. He eventually made his way to the Chicago office, where he was promoted to business development manager, focusing on the aspects of customer management, developing new and strengthening existing relationships and being a driving force in the creation of new opportunities for Produce Alliance, its distributors and customers. Over the years, he took on more responsibilities, being named senior director of business development, vice president of business development, and most recently, senior vice president of business development. In his current position, he helps direct the overall business development and growth of the company’s customer base. He has played a direct role building and guiding a growing team. He is known for going out of his way to ensure he is up-to-date on culinary and foodservice trends, as well as innovative thinking.
Q: How did you begin working in the industry?
I began working in the produce industry when my uncle, George Melshenker, told me what he was doing and how his new company, Produce Alliance, was in need of growth and young blood. My uncle had been in the business for 35 years, and I was always intrigued by what little I could see from the outside, and the satisfaction and success he enjoyed. I began my journey by interning while still attending the University of Southern California.
Q: What aspect of the business challenged you the most early on?
Understanding the business in general. Produce is a whole different world, and it simply isn’t enough to know the basics; you really have to understand the concepts behind why things are done the way they are, to be an expert, in order to do it right.
Q: What accomplishment are you most proud of in your career?
I am most proud of the relationships I have formed over the years, the friendships I have made with our grower community, our Produce Alliance distributors and our amazing national clients.
Q: What advice would you give someone new to the produce industry?
Be hungry and be willing to give it your all. If you do that, you can reach any goal. Be diligent in your learning and never forget that the person who you help today will remember that tomorrow.
Q: What do you think the industry can do to promote more produce consumption?
Like so many things, I think more education is key. Understanding how easy it can be and how beneficial it is, to increase produce consumption, will go miles in getting consumers to add more produce to their plates.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
When I successfully negotiated and inked a multiyear contract with a very large national restaurant chain, I knew this was the right business for me. I could do this job.
Q: What are some of the more challenging aspects of a career in the produce industry today?
Everything about this industry is challenging — it is based on the premise of perishability and unpredictability. From weather to dietary trends, there is much about it that you simply cannot foresee.
ANDY FERGUSON, 33
Co-Owner
Ferguson’s Orchards
HQ: Eau Claire, WI
Hometown: Holmen, WI
Hobbies: Fishing, hunting, traveling, spending time with family
Personal/Community: Married, two daughters
Motto in life: One key to success is to have lunch at the time of day most people have breakfast.
Work history: After graduating from the University of Wisconsin Law School, Ferguson joined his family’s small apple orchard as director of business development. Since 2012, he has guided the company’s 20-times growth by maximizing efficiency of existing orchards, acquiring new orchards and diversifying into direct farm market and agritourism outlets. Ferguson’s Orchards now is one of the largest commercial apple producers in the Midwest, with orchards across four counties in Wisconsin and Minnesota, along with three retail/agritourism locations offering apple and pumpkin picking, corn mazes, wagon rides and more. Ferguson, a US Apple Association “Young Apple Leader,” has been a past president of the Wisconsin Apple Growers Association and serves on multiple advisory and ag committees, including Wisconsin Farm Technology Days.
Q: How did you begin working in the produce industry?
While a law student, I would drive home each week to spend Thursday to Sunday on the farm. Balancing the two roles, I learned how to prioritize and multitask. Although I knew the hours would be demanding and the financial security as dependent on the weather as anything, I have not regretted watching our business grow as fast as my family – I am proud to live on the orchard with my wife and two young daughters. It is truly a blessing.
Q: What accomplishment are you most proud of in your career?
Being able to make things “grow” – whether it’s growing a young nursery whip into a large apple tree or helping my business sustain my family and the families of our 150 peak-season employees.
Q: What advice would you give someone new to the produce industry?
The produce industry can be a fulfilling career path but risky. Make sure you have “eternal farmer optimism,” as it will be tested. Through hard work, risk mitigation and solid planning, most challenges can be overcome and leave you better than before.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
During my first fall harvest, I was guiding field trips in the apple orchard. After quizzing a group of kindergarteners about the different colors of apples, one student said, “This is fun, I want to be a farmer like you!” That experience solidified it for me, showing I could affect people by providing a link between agriculture and the public.
Q: What do you think is the biggest misconception about the produce industry by the public at large?
Some people have a negative connotation of larger operations, using buzzwords such as “Corporate Farm” or “Agribusiness” to distinguish those from family farms. I wish they knew that most large farms are still family-owned, that they needed to grow to that size to stay in business, and that they probably employ many people in your community — and, they feed you!
Q: Do you see the produce industry as a united front, or is it more about the particular items or silos?
Maybe if you think about the “family” of produce, there can be some competition and squabbling among siblings, but those siblings will band together and stick up for one another when someone from outside the “family” (i.e., junk food) comes along.
Q: What has shocked or surprised you about the produce industry?
For every natural disaster, labor shortage, trade war or regulatory maze that threatens a produce operation, there is someone working in the field with a smile on their face, blessed to be working with the land.
JOHN GALVEZ, 39
Quality Assurance Director
Markon
HQ: Salinas, CA
Hometown: Lindsay, CA
Hobbies: Playing guitar, photography, hiking, mountain biking
Personal/Community: Married, two daughters
Motto in life: Earn your opportunities.
Work history: Galvez began his career at Markon as a field inspector in 2000 and followed the seasonal vegetable crop transitions between Salinas, CA, and Yuma, AZ, as well as other key growing regions. With an eye for detail in the fields and packing facilities, he helped to strengthen Markon’s reputation for superior quality and yields. His role expanded to include some food safety and marketing responsibilities. He helped in developing the company’s “From the Fields” communications and YouTube videos, and has played a lead role in planning and presenting in front of large customer field tours. In 2011, the position of quality assurance director was created, and he has held that position ever since. He has taken part in regional supplier inspections across the U.S., Canada and Mexico, and more recently has presented at training events for customer sales and marketing teams.
Q: What accomplishment are you most proud of in your career?
On numerous occasions, I’ve happened upon some animal intrusion in a supplier’s field that was about to be harvested or a questionable food contact surface in a processing facility, for example. I’m most proud of the fact that my efforts have helped make produce safer and have contributed to expanding the culture of food safety.
Q: What advice would you give someone new to the produce industry?
Make it a point to show appreciation to the hardworking people in the fields and packing facilities who do such strenuous work under difficult conditions daily. Without them, we might all be out of a job.
Q: What do you think the industry can do to promote more produce consumption?
Give kids more exposure to produce operations through school field trips to the farm. Getting them interested early and allowing them to make a connection to their food source can do wonders for growing their appreciation and appetite for healthy fruits and vegetables.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
I’ve had the pleasure of getting to see the look on people’s faces when they first see how lettuce is harvested, or they bite into a fresh strawberry right out of the field on one of our customer tours. I can remember the first time that a visitor turned to me and said, “Thank you for showing me how my produce is grown and harvested. I’ll never take it for granted again.” Since then, I realized that I have a very unique job.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
The shortage of incoming labor to replace an aging workforce is the main concern I hear about and see firsthand out in the fields.
Q: How has the industry changed during your tenure?
The evolution and importance of food safety programs and best practices is by far the most significant change I have witnessed. The 2006 e.Coli crisis related to spinach was a huge turning point and caused the industry to come together and create the Leafy Greens Marketing Agreement and the Center for Produce Safety. These organizations have been instrumental in setting benchmarks that are science-based.
Q: What has shocked or surprised you about the produce industry?
The amount of waste that gets left in the field or on processing room floors is astounding; it’s probably the No. 1 comment we get from visitors. I consider myself lucky to have access to so much pristine produce, but many people would be perfectly happy with something that is slightly misshapen or has a few minor blemishes.
MARK GARCIA, 39
Chief Financial Officer
Freska Produce International, LLC
HQ: Oxnard, CA
Hometown: Oxnard
Hobbies: Soccer, cycling, surfing
Personal/Community: Engaged, two daughters, executive board member at Cal State-Channel Islands, volunteer/coach Fillmore girls softball, adjunct professor at California Lutheran University
Motto in life: Hard work always pays off.
Work History: Garcia started working for Freska in 2009 as the controller. Previously, he had worked in the tech and insurance industry. Given that he is the only one in his family of first- and second-generation immigrants to graduate from college, and the only one to obtain a degree in higher education, Garcia viewed the opportunity at Freska as his tribute to his family who worked hard in the fields and packing houses of Oxnard. In his early years with Freska, he was not afraid to jump in and learn something new to get the job done. His knowledge and duties extended beyond accounting, and at times he took on various other roles, including IT work. In early 2019, he was promoted to chief financial officer. He is known for his natural leadership and great work ethic. He finds value in training and mentoring his employees and peers.
Q: How have you changed during your tenure?
I have an appreciation for all the hard work that goes into being able to grab fruit and vegetables off the shelf at stores or farmers markets.
Q: What industry improvements would you like to see?
I would like to see continued increases in wages and benefits. We are still behind the curve. Companies must continue to share in the responsibility of not only paying their employees more but also offering more benefits for them and their families.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
The most critical issue is the impact our industry has on our environment. A lot of our packaging still is ending up in landfills, and here we are coming from an industry where we depend on the ground and water to be the best in order to produce the best.
Q: What are some of the more challenging aspects of a career in the produce industry today?
One challenging aspect is the ability to get the new workforce to have the same work ethic from past generations. I have encountered potential employees wanting or requiring less work hours or the ability to work remotely. I think our industry is made up of a large portion of personal and business relationships. Keeping to those core values one gets by meeting face-to-face on a regular basis reinforces those traits.
Q: What accomplishment are you most proud of in your career?
I am most proud of becoming chief financial officer for Freska Produce because it made my mother and father the proudest of me. If it wasn’t for their sacrifices and struggles, I would never be where I am today. My father grew up in the fields of the San Joaquin Valley, where my grandfather worked as a field laborer. My grandfather would tell me stories of when he used to see Cesar Chavez because they used to live in Delano, and how Chavez used to fight for them to have a better way of life. My mother grew up in the jungles of Sinaloa, where she lived in extreme poverty. Despite the lack of money and at times food, one thing that always prevailed in my parents’ household was love, respect and hard work.
BRIAN GOMEZ, 35
Vice President
GreenFruit Avocados
HQ: Newport Beach, CA
Hometown: Los Angeles
Hobbies: Sports, boating, traveling
Personal/Community: Married, two children
Motto in life: A positive attitude will overcome any obstacle put in front of you.
Work history: Gomez started his produce career at West Pak Avocado as a sales assistant. After six months, he was promoted to sales and developed the company’s Hispanic retail business. During his time at West Pak Avocado, he grew the company’s gross sales by $20 million, as well as expanded the East Coast business for West Pak. After seven years, he left to join Index Fresh to develop an export program they did not have. He successfully grew the company’s export program by opening up new accounts in China, Singapore, Hong Kong and Japan. As Gomez began to expand Index Fresh’s export program, he met most of the Mexican growers and established great relationships. In 2014, he decided to leave Index Fresh and open up his own hass avocado company with one of the largest organic growers from Mexico. They built a state-of the art packing facility in Uruapan, Michoacán in 2015, and opened up the U.S. sales and marketing division, GreenFruit Avocados. Currently, the company has approximately 200 employees in Mexico and 45 employees in the United States. It is ranked in the top 10 avocado companies in the United States and boasts a vertically integrated model — from the tree to the shelf. Under Gomez’s leadership, the company has championed social responsibility and has built new ripening centers across the United States to service retail and foodservice customers. Gomez participated in the PMA Emerging Leaders program in the partnership with Thunderbird school of Global Management in 2013.
Q: How did you begin working in the produce industry?
I began working in produce at age 22. I loved the fact that I was working for a product that makes the world a better place … avocados.
Q: What aspect of the business challenged you the most early on?
When opening GreenFruit Avocados, the biggest challenge of any new business is your finances. It is just as important as the sales growth of your company.
Q: What accomplishment are you most proud of in your career?
Last year, I was awarded Young Entrepreneur of the Year by Chase Bank.
Q: What advice would you give someone new to the produce industry?
The produce industry is one of the most humble industries you can work in. You are dealing with humble growers who depend on us to do a good job for them. Be ethical in everything you do, and always remember if it weren’t for the growers, there would be no industry.
Q: What do you think the industry can do to promote more produce
consumption?
I think we should tell a better story as to where the produce is coming from. We need to create better marketing campaigns that inform consumers where their produce came from. Millennials (I am still considered a Millennial) care about where their produce is coming from and how it is good for you.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
When I started to meet the growers that are so integral to the business, as well as discovering the versatility of the avocado in years to come.
Q: What would you like consumers to know about the industry?
The produce industry is a very unique industry, where many unseen and unsung heroes are making sure the world has enough to eat.
BRANDON GRIMM, 37
General Manager/ Organic Operations
Grimmway Farms/Cal-Organic
HQ: Arvin, CA
Hometown: Bakersfield, CA
Hobbies: Family activities, fishing, horseback riding, paddle boarding, snowboarding
Personal/Community: Married, three children, St. Johns Lutheran Church, board member for CASA (Court Appointed Special Advocates) of Kern
Motto in life: Do what you say you will do, and treat others the way you want to be treated.
Work history: Grimm grew up working on the family farm, packing and sweeping carrots for summer jobs. After graduating from Concordia University Irvine in 2005, he began working in the organic baby carrot operation at Grimmway in 2006. He stepped into a leadership role at Grimmway during a difficult time following the passing of his father in 2006. As the only family member involved in the business, he helped keep the family culture alive and thriving. During his career, he has grown alongside the organic division as it experienced dramatic expansion. As a board member for Grimmway, he helps provide direction and support to the executive team as it seeks to continue strategic growth throughout the world. In 2013, he assumed the role of operations manager for Cal-Organic and was promoted to general manager in 2016. Today, Cal-Organic is the largest organic vegetable operation in the United States. He also serves as a board member of the Western Growers Association, and he has participated in the Future Leaders Program, Class III.
Q: How did you begin working in the produce industry?
The produce industry has always been a part of who I am. Some of my earliest memories involve riding around the ranch with my dad and uncle, checking on fields. It is truly a privilege to be involved in an industry that supplies the world with healthy, quality produce, day in, day out.
Q: What aspect of the business challenged you the most early on?
I love a challenge and enjoy problem-solving. With the growth of organics in the early stages and being an operations manager, it was always a balance figuring out how can we produce more efficiently and better utilize the raw materials we have to work with. I carry this desire to help solve problems into my role every day.
Q: What advice would you give someone new to the produce industry?
Nothing takes the place of time and hard work, dedication to your job and gaining experience.
Q: What accomplishment are you most proud of in your career?
I am most proud of being part of a family business. Of course, in a family business there are challenges above what non-family businesses deal with, but at the end of the day, nothing is more rewarding than contributing to the success of the family.
Q: What are some of the more challenging aspects of a career in the produce industry today?
The produce industry is dynamic and rapidly changing. At least in California, we are faced with ever-changing regulatory, water, labor and wage pressures (just to name a few) that force us to adapt and constantly explore why we do what we do.
Q: Do you see the produce industry as a united front, or is it more about the particular silos?
As in any other industry, there will always be pockets of silos and commodity groups watching out for their own interests, but as a whole I feel that the produce industry has banded together through various industry organizations such as Western Growers Association, United Fresh, local farm bureaus and many other commodity-specific organizations to work as a united front on the many issues that challenge agriculture. It is this united front that gives produce the best opportunity to succeed moving forward.
AARON HAMER, 35
President, Chief Executive
Highline Mushrooms
HQ: Leamington, ON, Canada
Hometown: Northbrook, IL
Hobbies: Cooking, travel, horse racing.
Family/Personal/Community: Married, two sons and a third child on the way
Motto in life: The best team wins.
Work history: Hamer began his career in mergers and acquisitions as an investment banker for National City Bank, where he provided strategic advice and transactional support to entrepreneurs and private equity-owned businesses. In 2009, he joined one of his clients, Enginetics Aerospace, as its chief financial officer and helped position the business as the leading sheet metal fabricator of highly complex jet engine parts and took the company through one acquisition of a competitor and two sales. His past experience set him up to join Highline Mushrooms as its chief financial officer in 2014, during the company’s transition from family ownership to private equity ownership. During this period, he worked closely with Highline’s chief executive and senior management team to position the company to best take advantage of the many opportunities in the North American mushroom industry. When Highline was acquired by Fyffes in 2016, he succeeded his mentor as president and chief executive. The company has grown considerably since then, with farm expansions and acquisitions. Highline is now the only national mushroom grower in Canada and one of the three largest in North America. It continues to lead in its commitment to natural and organic products and is the world’s largest organic mushroom company. Highline has continued to innovate with award-winning products such as sliced exotic blends and new packaging options such as re-sealable top seal — being the first in the world to make that technology available.
Q: How did you begin working in the produce industry?
Funny story. I was recruited out of the manufacturing sector in Ohio and the initial call was for a job in a “Midwestern manufacturing business.” That Midwestern- manufacturing business ended up being a Canadian mushroom farm, but in the end, I fell in love with the company, the people and the opportunity for the business.
Q: What do you know now that you wish you knew when you first started your career?
Everything is a people business. Everything you learn in school is trumped by learning how to motivate, coexist, empower, challenge, engage and learn from people.
Q: What aspect of the business challenged you the most early on?
The perishability of produce, and especially mushrooms, is a challenge I had never dealt with and is quite unique to our industry. Managing supply and demand in such a dynamic industry is a real challenge, but getting it right can lead to a huge prize.
Q: What industry improvements would you like to see?
What the industry has done with its women’s programs has been phenomenal. There is a next phase to empower more minority involvement on both the buy and sell side.
Q: What do you think the industry can do to promote more produce
consumption?
Compared to grocery and center store, we are quite under-marketed in general. There are some amazing success stories that I look to, from companies such as Driscolls, POM and Little Potato Company on adding real value to their categories while understanding consumer trends and desires.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
When I first heard the stat that we need to double the amount of crops grown by 2050, wow. That’s both daunting and an amazing opportunity. As an industry, the amount of disruption, technological changes and innovation required to get to that point is going to be awesome. I can’t wait to look back in 2050 and realize the incredible journey that got us there.
NICK HANSEN, 30
Senior Manager, Carrier Development/Produce
Sysco Corp
HQ: Houston
Hometown: Grand Rapids, MI
Hobbies: Football, basketball, baseball, hanging out with family and friends, traveling.
Personal/Community: Married, one son
Motto in life: Life begins at the end of your comfort zone.
Work history: Hansen started his career within logistics/transportation at TMC, a division of C.H. Robinson. Initially, he was brought into focus on operational tasks such as booking trucks and routing orders. As he grew in knowledge, he was offered opportunities to manage projects for the customer and to oversee the entire consolidation program that focused on building efficient multi-stop trucks, which resulted in significant savings. One of his single biggest achievements was leading the implementation of a dock and yard management system for a customer. In addition, he was selected to the emerging leaders program at TMC. He then transitioned into a position at Gordon Food Service (GFS) in Grand Rapids, MI, where he focused on carrier development management. He managed and led the negotiations of all inbound freight lanes for all distribution centers in the United States. His most significant accomplishment at GFS was leading the company’s first-ever national RFP, where they took every lane out to bid. The bid resulted in a significant savings for the organization (more than $8 million). While at GFS, he went back to school for a Master’s in Supply Chain Management at Michigan State University. Following his graduation, he left his position at GFS for his current position at Sysco and moved to Salinas, CA. He and his co-workers have been able to work with the merchandising team, produce suppliers, carriers and operating companies to drive down the number of picks for carrier partners while improving load fill and driving out unnecessary expenses.
Q: What industry improvements would you like to see?
Increased collaboration among all involved. It is incredible what we can achieve when we work together. All of the suppliers and carrier partners I have worked with have been great at discussing and trying a number of different things to make things better. I also think we need to make sweeping changes to our loading processes and increased drop trailers to help improve warehouse and carrier flexibility.
Q: What advice would you give someone new to the produce industry?
Don’t be afraid to ask questions or challenge the status quo. Just because things have been done a certain way doesn’t mean we can’t strive to make further improvements.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
I would say that labor will remain a “hot button” issue within the produce industry. There is an incredible amount of work that goes into getting product to consumers and amazing people who do this, but it is very difficult work. It’s going to remain important to attract talent at every level.
Q: What accomplishment are you most proud of in your career?
I am most proud of the completion of my Master’s degree. I am the first person from my family to obtain a college degree, so a Master’s was beyond my dreams. I never thought I would go back but found I had a passion for supply chain and wanted to grow my knowledge. The hours that I put into my education while working full-time and growing our family allowed me to realize there are no limits. None of this would have been possible without the support of my wife, Vicki.
Q: What has shocked or surprised you about the produce industry?
The passion. I have never been surrounded by so many people who have such a passion for what they do. Everyone brings such energy into this industry, and that is very infectious.
CHRIS HORRELL, 34
Director Of National Sales
Love Beets USA LLC
HQ: Bala Cynwyd, PA
Hometown: Louisville, KY
Hobbies: Yoga, skiing, hiking, biking
Personal: Boise Young Professionals
Motto in life: Don’t think that everyone wants the same in life as you want.
Work history: Since joining Love Beets three years ago, Horrell has become an integral part of the company and its leadership team. He first started in the produce business in 2009 working as a sales assistant/junior sales at Ayco Farms, Pompano Beach, FL. Between 2009 and 2012, he rose from sales assistant/junior sales to commodity salesperson selling off-shore melons, asparagus and peas. In 2013, he became the commodity manager for the import vegetable program that entailed leading an import and sales team to an increased gross profit margin from 7% to 9%. In 2015, he accepted the role of Western Regional Sales Manager at Love Beets USA and relocated to Boise, ID. Initially, he managed regional accounts on the West Coast, and in late 2016 he led the charge to the company’s nationwide listing in the Kroger stores. In 2017, he became national director of sales, which incorporates managing the company’s large national accounts as well as its entire regional sales team. In his first year, he increased sales significantly, achieving a 33% growth in gross sales year-on-year, and he has built a new, young and dynamic sales group. He and his team have expanded Love Beets to national coverage in the North American market and expanded out of conventional retail into other sales outlets to include mealkits, foodservice and online.
Q: How did you begin working in the produce industry?
Upon graduating university, I first took a job in the logistics business and was shipping produce loads primarily from all the active growing regions — Salinas, CA, Nogales, AZ, and Yuma, AZ. I had always had a fascination with agriculture, but after seeing just how fast-paced and dynamic the business was from a logistics standpoint, I decided to make the change to produce. It ended up being the best decision I made in my entire life. I will always be thankful to Avi and Yafit Nir (Ayco Farms) for giving me my first job in the produce business back in 2009. They took a chance on me and were the first to teach me about this industry.
Q: What do you know now you wish you knew when you first started your career?
The produce business is much more than a “hammer and nail” job profile. When I first started, I was only focused on the present product inventories and my book of customers and how to sell what we had for the best price. Long-term strategy, innovation and employee development are what make produce companies successful. This is much more than the present picture I used to only be focused on.
Q: What industry improvements would you like to see?
I would really like to see more produce companies invest in value innovation and product differentiation. We live in one of the most progressive countries in the world from a culinary standpoint, where there are always opportunities to introduce new products and trends rather than just focusing on the current competitive landscape.
Q: What advice would you give someone new to the produce industry?
The produce business is much more than the perceived notion of just moving commodities from one place to another. Today, this business is as much about innovation, marketing and branding than ever before. Our industry is single-handedly responsible for shaping how chefs think about preparing meals and what Americans are eating.
DENISE JUNQUEIRO, 36
Director Of Marketing
Mission Produce
HQ: Oxnard, CA
Hometown: Manteca, CA
Hobbies: Pilates, traveling, cooking
Personal/Community: one daughter
Motto in life: With faith, family and hard work anything is possible.
Work history: Junqueiro started working for the USDA while in college. She moved to the California Fig Advisory Board as the director of marketing and then to California Tree Fruit Agreement as the marketing coordinator. In that role, she also worked with the USDA FAS division on export programs for peaches, plums and nectarines from California. In 2010, she became director of programs and services, including inspection and research, with the California Olive Committee. In 2016, she landed a position with Mission Produce as a customer marketing manager and within a year was promoted to director of marketing. Over the past three years, she has built a team poised to take on high-level programs within the avocado sector. She has served as a board or committee member for various organizations and is a graduate of the California Ag Leadership Foundation, Class 42. She holds a B.S. degree in agri-business and an MBA.
Q: What accomplishment are you most proud of in your career?
Creating solutions that bring value to the organization and our customers. In my previous life we created a reporting system that gave our growers real-time data, which changed the way they harvested. Providing the grower with a higher degree of real-time intel ended up increasing profitability for both the grower and packer, helped with waste reduction and provided more of consistency in quality.
Q: What industry improvements would you like to see?
We are seeing more companies utilize marketing efforts but not to their full capacity. It’s hard for many companies who haven’t fully tapped into marketing to understand what it can mean for their business. It should be a priority for companies.
Q: What advice would you give someone new to the produce industry?
Just be all in. Know the direction you want to go, but be open and use every experience as an opportunity to learn. Don’t discredit what you can learn by starting at the bottom and doing what is needed. Get your hands dirty, be of service and a team player.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
When I realized I enjoyed challenges and complexities. Every day, the produce industry presents a challenge and new complexity to untangle. You are never bored, and I love that.
Q: What are some of the more challenging aspects of a career in the produce industry today?
You have to be up for the demanding nature of the industry. Produce is 24/7, and you have to be committed.
Q: What do you think is the biggest misconception about the produce industry by the public at large?
That produce is so expensive. When you really look at what it takes to get produce to market and on our tables, you wonder how it doesn’t cost more.
Q: What would you like consumers to know about the industry?
How much care and thought are actually going into making sure they have a safe, secure and abundant food supply.
Q: How has the industry changed during your tenure?
I have seen companies and producers become more flexible and move through market conditions and demands with less resistance and more ease. I have also seen this in myself.
Q: What has shocked or surprised you about the produce industry?
How small and big it really is.
BRIAN KLEKNER, 32
Eastern Region Sales Manager
The Little Potato Company
HQ: Deforest, WI
Hometown: Plymouth, MN
Hobbies: Traveling, trying new restaurants, playing with dogs, visiting the family cabin
Personal/Community: Married, one child. Volunteer at University of Minnesota Masonic Children’s Hospital — fundraising board
Motto in life: Never settle.
Work history: A University of North Dakota graduate, Klekner began his career as a sales coordinator at CH Robinson. In his free time, he and his father opened The Produce Network brokerage to serve the Midwest. After winning a local contract with Dole Salads, he left CH Robinson to become an independent broker. Two years later, the firm won Broker of the Year from Dole for use of technology and store coverage. The business grew and represented several companies, including Green Giant, Taylor Farms and Crunch Pak. After six years, Klekner left to join one of his contract clients, Little Potato Company, as a regional sales manager. Between his previous brokerage work and position at Little Potato, he has doubled East Coast sales at LPC while also growing distribution with major retailers and helping develop regional market campaigns and train staff.
Q: How did you begin working in the produce industry?
I began working in the produce industry after graduate school. My father has been in produce sales for much of his career, and I took an interest in high school in his business. I was attracted to the constant change and challenges.
Q: What accomplishment are you most proud of in your career?
My biggest accomplishment was starting The Produce Network with my father and growing it into a successful company with multiple employees. Having a hand in helping small and large companies grow their business gave me a great sense of accomplishment.
Q: What advice would you give someone new to the produce industry?
Follow your instincts. If you have a new idea or think you have a better way of doing things, keep pushing. Don’t settle for “this is the way we do it” mentality.
Q: What can the industry do to promote more produce consumption?
We need to continue to promote the healthy benefits of produce, integrate ourselves in movements like the Keto diet, Weight Watchers and others and find ways to present, prepare and sell produce in a manner that’s convenient.
Q: What are some of the more challenging aspects of a career in the produce industry today?
Networking and discussing the future with other young professionals in the industry is difficult. I have found the relationships I’ve made through the PMA Emerging Leaders program to be extremely beneficial.
Q: Do you see the produce industry as a united front, or is it more about the particular items or silos?
I think it is more in silos right now. It is hard for a pineapple company to relate to a potato company and the challenges we might be facing. I also think the seasonality makes it difficult to be united when the window to grow and sell might be only a few months. That said, I do think groups like SEPC and NEPC are really pushing to break down the silos and offer programs where ideas can be shared.
STEWART LAPAGE, 33
Director Of Transportation
The Oppenheimer Group
HQ: Coquitlam, BC, Canada
Hometown: Kelowna, BC
Hobbies: Hockey, golf, cooking
Personal/Community: Married; one son and 1 child on the way, volunteer with the Alberta Children’s Hospital Foundation and Calgary Community Kitchens Program.
Motto in life: Choose a job you love, and you will never have to work a day in your life.
Work history: A rare 33-year-old with almost 20 years of industry experience, Lapage started at age 14 working in produce at retail with the Overwaitea Food Group in Kelowna, BC. He continued and developed as an assistant produce manager through his years in college. Today as director of transportation at The Oppenheimer Group (Oppy), he oversees all surface transportation across North America, which equates to more than 39,000 shipments per year between the company’s five offices. He was promoted to this role in 2015, following one year as transportation and supply chain manager, where he supervised transportation, warehouse, QC and manufacturing in the Calgary, AB, facility. Prior to joining Oppy, he led a team focused on managing national accounts for temperature-controlled transportation of perishables at C.H. Robinson Worldwide. Recently he has developed Oppy’s third-party logistics business via the evolution of Oppy Transport. This division of The Oppenheimer Group provides logistics services to some of the largest growers, shippers and retailers in North America and has grown to a $14 million business in a few short years with aggressive growth plans for the future. He represents Oppy on a number of the Canadian Produce Marketing Association working groups and committees. He currently sits on the Canadian Government Issue Management committee and is a member of the United Fresh Supply Chain Council.
Q: How did you begin working in the produce industry? What attracted you?
My father worked in the retail grocery industry, so when it was time for me to get my first part-time job it was highly unlikely I would be seeking employment elsewhere. By chance I ended up in the produce department, and here I am almost 20 years later.
Q: What aspect of the business challenged you the most early on?
The concept for me that was most difficult to grasp in my early days was around how truly diverse and global the produce supply can be. With so many different commodities grown around the world, it can be daunting for someone new to the industry to wrap their mind around how many different countries across the globe from which we can source similar product.
Q: What advice would you give someone new to the produce industry?
It is a little cliché to say that the sky is the limit for a young person in this industry, but I truly believe that to be the case. The people who have built the industry to where it is today are yearning to find the next generation of young and motivated leaders to continue that progression in the future.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
The truck driver shortage for long-haul transportation across North America. At one point or another, almost every case of product we grow and sell moves via transport truck. In recent years, we have seen the impact a shortage of truck capacity can have on the industry. With the average age of a truck driver today approaching 60 years old the driver shortage will reach a breaking point in the next decade. To combat the issue, the industry needs to work on making it appealing for new drivers to get behind the wheel and move our product.
BLAKE LEE, 31
Director Of Produce Merchandising And Procurement
Bristol Farms
HQ: Carson, CA
Hometown: Yorba Linda, CA
Hobbies: Spending time with family, golf, hiking, mountain biking, surfing, children’s book author (The Adventures of Kingston: The Pitbull Who Found His Strength in God)
Personal/Community: Married, 2 daughters, executive board member Rancho Santa Margarita Pop Warner Football and Cheer
Motto in life: If today were the last day of my life, would I want to do what I am about to do today?
Work history: Lee has emerged as a strong leader in the industry having grown up around produce. He started in retail grocery 14 years ago as a produce clerk with Henry’s Market and quickly moved up through the ranks. In 2008, he began working for Sprouts Farmers Market when there were less than 10 stores in California. As a produce manager with Sprouts, he earned the reputation as the fix-it manager and would be transferred to struggling departments to fix shrink, gross, sales and merchandising. In 2011, he transferred to Texas to help build the Midwest and Southeast territories for Sprouts. He was then promoted to produce buyer and managed produce buying for multiple items. As a buyer he was introduced to top industry players through various produce shows, educational programs and buying meetings. In 2016, he was given the opportunity to move back home to California and become a category manager for Bristol Farms. Throughout his two- plus years at Bristol Farms, he has proven his ability to think outside the box and implement new programs and products. This platform led to his recent promotion to director of produce merchandising and procurement at Bristol.
Q: What aspect of the business challenged you the most early on?
Becoming a buyer for Sprouts Farmers Market in the Texas area was a great learning experience. Learning to forecast purchases and planning on product travel for three to four days taught me trends, supply issues and sourcing skills. Trying to source product during an ad due to rejections, supply issues or market conditions challenged me to learn patience and how to remain calm in the midst of chaos.
Q: What advice would you give someone new to the produce industry?
Your personal brand is as important as the brand you work for, so conduct yourself at the highest level in everything you do. If you start as a produce clerk, show up to work every day, be dependable and work with such precision that you are irreplaceable.
Q: What can the industry do to promote more produce consumption?
As a parent who has instilled healthy eating habits in our girls, I would like to see the industry educate parents about the benefits of more produce consumption for their kids. As a country, our eating habits are hindered by busy schedules. If the industry continues to focus on the ease of healthy eating, I think consumers will start to make better choices. Accessibility and price are also factors that should be reviewed.
Q: What do you think is the biggest misconception about the produce industry by the public at large?
I think there is a lack of knowledge throughout all aspects of the industry, from GMOs to water consumption by farms. When I speak with people outside the industry and say that I am in produce, they always have a cross look on their faces because they associate produce with small farmers only in the Midwest. The amount of technology, innovation and accessibility to produce throughout the world should be at the forefront of education for consumers, so they can fully grasp the amount of work it takes to bring produce to their tables.
CHRISTINE LINDNER, 35
Marketing Manager
Alsum Farms & Produce
HQ: Friesland, WI
Hometown: Beaver Dam, WI
Hobbies: Running; Biking; Advocating for agriculture, spending time with family
Personal: Married, two children. Member of Wisconsin FFA Foundation
Motto in life: Always do your best.
Work History: Lindner grew up on her family’s dairy farm and graduated from the University of Wisconsin with a degree in agricultural journalism. In 2010, she served as Wisconsin’s 63rd “Alice in Dairyland,” becoming the state’s agricultural ambassador, encouraging more than one million consumers to buy locally grown products at 300 events and in 500 media interviews. She joined Alsum Farms & Produce in 2013 to serve national accounts and execute marketing and public relations. She now manages the brand, trade shows, events, promotional materials, public relations, website and social media. She has held leadership roles in the Association of Women in Agriculture, National Agri-Marketing Association and the Wisconsin Association of FFA. She has been bestowed the American FFA Degree, Honorary Wisconsin FFA Degree and the Wisconsin FFA Distinguished Service Award.
Q: How did you begin working in the produce industry?
I grew up in agriculture and found my way to produce. While serving as Alice in Dairyland, I saw Farmer Larry Alsum’s picture on a package of microwave-ready potatoes in a grocery store. I always kept it in the back of my mind. Three years later, Alsum Farms & Produce hired me on its national sales team.
Q: What has shocked or surprised you about the produce industry?
The collaboration among growers. It’s very unique and something the produce industry can be very proud of.
Q: What aspect of the business challenged you the most early on?
The rapid pace and ever-changing aspects of fresh produce challenged me early on. When the product you market comes from the soil, you must remain flexible, adjust and adapt.
Q: What accomplishment(s) are you most proud of in your career?
Utilizing trade and news media to help elevate our organization and the potato and onion category. My greatest accomplishment was serving as Alice in Dairyland. Representing one of the most diverse agricultural producing states throughout Wisconsin has been my greatest honor and responsibility.
Q: What advice would you give someone new to the produce industry?
Find a mentor within the industry to learn from; develop your knowledge, network and follow your passion. Work hard, ask questions, be flexible, be accountable and always do what you say you will do.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
Seeing the farm-to-fork connection. Each day I go to work knowing I have a small part in connecting with customers and providing wholesome nutrition to millions of Americans. That’s very fulfilling and exciting.
Q: How have you changed during your tenure?
I have developed trusted relationships with customers, suppliers and have earned the respect of the growers to serve as the chair of the Wisconsin Potato and Vegetable Growers Association Promotions Committee.
Q: What do you think is the biggest misconception about the produce industry by the public at large?
That organic produce is better. It’s ultimately consumer choice if one chooses to eat organic or conventional. The best choice is to eat fruits and vegetables. Both organic and conventional produce offer good nutrition.
Q: What would you like consumers to know about the industry?
Passionate people make up the produce industry. Growers and farmers genuinely care about doing the right thing, so they can ultimately pass their farm legacy to the next generation to grow and nurture the land for decades to come.
DANIELLE LOUSTALOT, 28
Marketing Manager
Sun World International, LLC
HQ: Bakersfield, CA
Hometown: San Diego
Hobbies: Home design/renovation, gardening, singing, acoustic guitar, painting
Motto in life: Where you are, in this moment, is exactly where you are meant to be.
Work history: Loustalot started at Sun World as an associate in the marketing department in 2014 and learned the ropes quickly, with responsibilities such as trade show and event planning, internal and external communications, graphic design and more. Year after year, she was presented with more responsibilities and opportunities, leading to her promotion to marketing specialist in 2017. With changes in leadership that took place in 2018, she assumed many of the responsibilities of the department and ascended to the role of marketing manager. Today, she oversees the execution of all of Sun World’s domestic and international marketing strategies, including that of global digital and shopper marketing, trade marketing and communication, global brand building, packaging guidelines and design. She is commonly recognized for bringing an extra creative spark to Sun World’s marketing.
Q: How did you begin working in the produce industry?
Prior to working for Sun World, I was completing my degrees in economics and public relations and running an online business through Etsy, where I painted shoes with custom designs for people around the world, as well as painted mural projects around the Central Valley. I was introduced to the ag industry through Cal State-Bakersfield’s Growing Opportunities Career Fair (GOCF), where I interviewed with, and was hired for, a position with Sun World. I have since returned many times to CSUB to speak to students at GOCF seeking careers in ag. I had not previously considered a career in agriculture, nor in marketing, but certainly found my sweet spot with Sun World.
Q: What do you know now that you wish you knew when you first started your career?
I now understand the importance of getting out of your comfort zone at every opportunity, especially when it comes to networking and making connections that will be truly valuable. This industry is made up of incredibly smart and supportive folks — it’s important to get out and learn from them. And, even better, find your tribe.
Q: What aspect of the business challenged you the most early on?
Early on, I felt like I was in a constant state of trying to keep up. Learning a new industry and trying to master a role, while still finding opportunities to think out-of-the-box and go the extra mile, was a challenge. Today, I am still learning that balance, but my true talents and experienced, yet unique, perspective now have more room to shine.
Q: What industry improvements would you like to see?
Lately, I’m thinking a lot about opportunities for produce companies to champion and support each other, as we are all part of the larger, incredible movement of feeding the world. Each company is doing incredible things, and the more we allow those things to be shared with the world outside, the larger our impact can be.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
I see environmental consciousness within every segment of the produce industry becoming far more critical over the next 10 years. From harvest practices and transportation efficiency to waste reduction and sustainable packaging, the pressure to reduce our impact will only continue to grow.
Q: What would you like consumers to know about the industry?
I often wish consumers could see the entirety of the work that goes into getting that box or single piece of delicious fruit into the store. It would shape their perception of produce forever, and for the better.
JENNY MALONEY, 40
Food Chain and Sustainability Manager
Bayer U.S. LLC, Crop Science
HQ: Research Triangle, NC
Hometown: Clovis, CA
Hobbies: Cooking, traveling, certified kids’ yoga instructor
Personal/Community: Married, two children, leads the Colorado State alumni association in San Diego
Motto in life: Go the extra mile. It’s never crowded.
Work history: As U.S. food chain and sustainability manager for Bayer, Maloney is responsible for managing relationships and projects with key food chain partners, including food manufacturers and grocery retailers while focusing on consumer demands and trends in food. Working remotely from San Diego, she also creates communication to the downstream part of the food chain, talking about topics on how food is grown throughout the United States. Prior to joining Bayer, she held multiple roles at John Deere, including senior manager global water policy and strategic marketing manager within its irrigation division. She also spent time in the State and Federal Government Affairs division. Prior to that, she worked at the United States Department of Agriculture, working on domestic and foreign agricultural policy, including the 2008 Farm Bill. She has her law degree from the University of the Pacific, McGeorge School of Law and is a member of the California Bar. She writes several blog posts for Bayer on how our food is grown and is a guest on the podcast, The Produce Mom. She is a member of the Farm Foundation (an agricultural think tank organization), the New Opportunities Committee of the United Fresh Foundation and the
Science and Technology Committee/Sustainability Committee of the Produce Marketing Association.
Q: How did you begin working in the produce industry?
I grew up in Clovis, CA, on a small hobby farm, raising 20 head of sheep and maintaining a garden with my brothers. We sold every Friday in the summers at the Clovis Farmers Market. We shared roles in the family. We did everything from prepping the land, selecting our seeds for that season, picking weeds in the 100-degree heat and harvesting. Very quickly, I learned about consumer preferences, why they didn’t like cracked and ugly tomatoes. One of the most important things I learned was the hard work that it took to get fruits and vegetables from seed to market.
Q: What do you know now you wish you knew when you first started your career?
I wish I knew you could move to different roles and experiences as you went through your career. Going into college, I had plans of being a large animal veterinarian, but that changed as I got into my second semester of organic chemistry. At that point, I had experience with my garden, but since I was already in an animal science path, I thought that I couldn’t deviate to another agricultural industry. Once I began my career at the USDA, I really got a broad overview of all aspects of agriculture, and I realized you can move into different areas.
Q: What accomplishment are you most proud of in your career?
Early on, I worked with our local Renegades 4-H club to bring a community garden into an elementary school in Clovis where almost all of the kids had never experienced agriculture. They were in charge of planting, weeding and eventually harvesting the fruits and veggies. Seeing the kids get so excited about how their food is grown really made an impact on me and was one of the most satisfying moments at the start of my career in fruits and vegetables.
Q: What do you think the industry can do to promote more produce
consumption?
Be innovative. Consumers are asking for new varieties, better taste, easier to grab and go and more fun items. The industry is so well positioned to deliver on those needs.
DYLAN MASSAVE, 33
Vice President Of Merchandising And Wholesale
Sysco/FreshPoint Atlanta
HQ: Houston
Hometown: Fort Lauderdale, FL
Hobbies: Discovering new music, trying new restaurants, playing guitar, traveling with wife
Personal/Community: Married
Motto in life: Stay far from timid, only make moves when your heart’s in it, and live the phrase ‘sky’s the limit.’
Work history: Massave grew up in the produce industry visiting his father’s company (Massave Produce in Pompano Beach, FL) as a kid, but he never planned on making the industry a career. While in college in Orlando, he started an internship at FreshPoint Central Florida and continued working there every summer. He worked in various roles, including customer service, credit reporting, IT and data processing. After graduation, he became the contract pricing coordinator and margin manager. He was awarded Team Leader of the Year in 2009. In 2011, he transferred to Connecticut to become a buyer. Later that year, he accepted a promotion as purchasing and pricing manager at FreshPoint Austin, where the company needed a complete turnaround, as it had been unprofitable for five consecutive years. By 2012, FreshPoint determined a merger was needed for the Austin and San Antonio locations, and Massave became the vice president of purchasing for FreshPoint South Texas. Massave and his executive teammates developed a winning culture, and FreshPoint South Texas became a profitable company within three years. South Texas still continues to hit Sysco growth and profit targets every year. As soon as South Texas hit its annual operating plan, Massave accepted a promotion to work at a company double the size, and he became the vice president of purchasing and wholesale for FreshPoint Atlanta. In the past four years, FreshPoint Atlanta has grown by $30 million in revenue and has moved into a state-of-the-art warehouse.
Q: What do you know now you wish you knew when you first started your career?
I’ve heard ‘this is a relationship business’ all my life, but it took a few years to fully sink in with me. Cherish those relationships. There are people I met when I was 19 that I will still be talking to 20 years from now. We’ll still be making agreements with a handshake.
Q: What aspect of the business challenged you the most early on?
I used to hear employees say I was too young to be their manager, or my dad must have helped me get my job. There was no greater motivation to show my value.
Q: What advice would you give someone new to the produce industry?
Pick up the phone, and you’ll accomplish things quicker and more effectively than using email. You are less likely to have your message misconstrued, and you will also form a valuable relationship with the person on the other end.
Q: What do you think the industry can do to promote more produce consumption?
We need to continue to make flavor a top priority and educate people that produce is still a seasonal product.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
The first time I ate a Masumoto gold dust peach. It opened my eyes to how ripe stone fruit is truly supposed to taste, and how much care is required to achieve excellence.
BRANDEN MEIER, 30
Produce Buyer
Marc Glassman Inc.
HQ: Parma, OH
Hometown: Brook Park, OH
Hobbies: Spending time with family, camping, fishing, home improvement projects
Personal/Community: Married, one daughter
Motto in life: Never put off to tomorrow what you can do today.
Work history: Meier started working in the produce department at Marc’s, a supermarket chain owned by Marc Glassman Inc., while attending college in 2007. Shortly after, he took a position as a produce manager, really developing an interest in working with produce. In 2011, he was promoted to produce merchandiser where he was responsible for nine Marc’s stores. In 2013, after attending his first PMA show, he decided to make produce his career, and in 2014, he received a promotion to lead produce merchandiser where he was responsible for all 60 Marc’s stores and a team of six produce merchandisers. As a team effort, he was actively involved with developing the produce training manual, which all produce clerks must complete before working in the department and was responsible for all new store produce department layouts. In 2015 he was trained in banana ripening by Del Monte. In 2016, he completed the United Fresh Produce Inspection Training Program in Virginia. In 2017, he moved to become a produce buyer for Marc’s. He now buys 224 items in 15 categories and continues to expand categories by working with suppliers and bringing in innovative items. Having worked his way up through the ranks allows him to move quickly on market changes and opportunities. Meier is also actively involved in the contract proposals and the fruit basket holiday program. He meets with local and nationwide suppliers, negotiating programs and new items.
Q: What aspect of the business challenged you the most early on?
The ever-changing nature of the markets is what makes the produce industry so fun, yet challenging at the same time. My store-level experience really developed my decision-making and time management skills, which are exceedingly useful in my position as a buyer.
Q: What industry improvements would you like to see?
I would like to see more advertising to the consumer on how much care is taken in getting the produce to them in such a safe and timely matter. The average consumer does not know half of the precautionary measures taken every step of the way.
Q: What advice would you give someone new to the produce industry?
In my time spent at store level, the most rewarding part was teaching, training and developing people of all ages and backgrounds, many of whom got promoted through the ranks. It is a great feeling being able to teach and share knowledge that helps propel someone advancing. Even those who do not stay in the industry find themselves using many of the skills they developed during their time spent in produce. “Always send the elevator back down.”
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
In 2013 I attended my first PMA Fresh Summit. It was there I realized how big the produce industry is, and its potential. I was very intrigued with how much respect there was between everyone.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
It will be interesting to see how the industry reacts to the quickly changing labor force — from increasing wages to the Millennial mindset on certain labor issues. I foresee the need for more automated machines and robots.
Q: How has the industry changed during your tenure?
I have watched the market lean toward more convenient, quick, ready-to-cook items such as microwavable items, and also, the growing demand for organics.
MÓNICA MORENO ARELLANO, 38
Latin America, New Projects Impulse Manager
Grupo PM
HQ: Cuernavaca, México
Hometown: Mexico City
Hobbies: Yoga, planting succulents, horseback riding, reading, spending time with nephews
Personal/Community: UNICEF, Greenpeace animal-related causes; sponsors young girl through World Vision.
Motto in life: This too shall pass.
Work history: Moreno started working during the summers for Grupo PM, a company founded by her parents almost 29 years ago. She went to every event and in-store promotion or wholesale visit they had. Her first job was working on the USA Pears Kids’ Club, and she once donned the California Strawberry Commission’s mascot uniform. After doing an internship in Washington DC, with the National Dry Bean Council, she started working with her parents. At the beginning she didn’t have an official position, which allowed her to spend a lot of time working directly with her father. After a couple of months, she began working on the Central America programs, coordinating some activities and reporting directly to the manager. In 2014, the company’s scope of work opened to work in more markets, including Colombia and Venezuela, prompting a change for Moreno to her current position of Latin America manager. Regardless of her title, she remains involved in different areas of the company. She develops the communication strategy and plans for the company’s U.S. ag clients for Central and South America and operates those programs with one of her teams. She also develops and helps execute digital and social media strategies and programs with another team. And she coordinates another team for the company’s Spanish accounts and new projects. Also, being one of the two daughters of the owners, she and her sister have been working hand-in-hand with her father to assure the company keeps growing and that it keeps thriving.
Q: What aspect of the business challenged you the most early on?
Ours is a family business, and even when it is the most rewarding and amazing experience it is a daily challenge, with problems that mix family and business. Learning to leave work in the office and family at home is a challenge.
Q: What industry improvements would you like to see?
In Mexico and Central America, I would like to see major improvements on traceability. In Mexico, we have been working hard on a PLU usage program with the industry, retailers and growers. One little step for mankind, but we’ll get there.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
Food safety. This is, and will continue to be, a key factor for the industry. The ability to react to a problem will make consumers continue trusting us or not.
Q: What advice would you give someone new to the produce industry?
Be flexible. Learn another language (Spanish if you’re in the United States, and certainly English if you are anywhere else). Be open, and get ready to fall in love with an industry you’ll want to be part of for the rest of your life.
Q: What do you think the industry can do to promote more produce
consumption?
I think some associations, companies and governments are doing a great job, but we need to have a stronger voice with kids, teaching them the importance of following a healthy lifestyle and the impact this may have on their future life.
Q: What do you think is the biggest misconception about the produce industry by the public at large?
Lists like the Dirty Dozen harm the produce industry. There are many other examples of ideas that consumers simply buy, without going deeper and really learning what happens behind every single box of produce.
BETH OLESON, 40
Director Of Education And Food Safety
Georgia Fruit And Vegetable Growers Association
HQ: LaGrange, GA
Hometown: Tifton, GA
Hobbies: Cooking, bible study, travel
Personal/Community: Married, two children, huge fan of University of Georgia, First Baptist Church — worship leader, Sunday school teacher, small group leader
Motto in life: God is in control, so you can relax.
Work history: Since Oleson’s start with the Georgia Fruit and Vegetable Growers Association (GFVGA) in 2005, she has worked to educate Southeastern producers regarding food safety on farms and in packing facilities. Under her leadership, GFVGA was able to launch a full-service food safety consultation and educational outreach program called Produce Food Safety Services or PFSS. Through PFSS, Oleson and two food safety specialists offer customized food safety consulting and program development to produce operations nationwide. She also coordinates all GFVGA educational activities, including the three-day educational conference at the annual Southeast Regional Fruit and Vegetable Conference. Her professional achievements have earned her various leadership roles within the industry and the United Fresh Produce Association. Before joining the GFVGA, she was the marketing director for Island Tomato Growers, a co-op of tomato growers on John’s Island, SC. There she gained firsthand experience in almost every aspect of a commercial produce operation, which provided the framework for her work with GFVGA. On top of working with the co-op to begin a marketing plan, she was baptized by fire with “fun” visits from the Department of Labor’s Wage and Hour Division. She worked with the harvest crew leaders, fished trash out of the irrigation pond, dealt with truck drivers and pack-outs and helped implement a food safety program. She is a 2007 graduate of the Advancing Georgia’s Leaders in Agriculture and Forestry (AGL), as well as the 2011-2012 United Fresh Produce Industry Leadership Program Fellow. She was recognized as UGA’s College of Agricultural and Environmental Sciences Alumni Association’s 2009 Young Alumni Achievement Award.
Q: What accomplishment(s) are you most proud of in your career?
I am so proud of the work I’ve done with growers/packers/shippers across the Southeast to help them understand what food safety is, how to establish a food safety culture, and making food safety easier to implement. Because of this work and understanding, I’ve been able to work with regulators to educate them on what a written food safety regulation created at a desk may actually look like on a farm, with a harvest crew, or at a packing facility.
Q: What advice would you give someone new to the produce industry?
Do what you do as well as you can. Find ways to bring real solutions or answer real needs to the industry. Be genuine and don’t feel pressure to act like or look like anyone else. There is a place waiting for the unique person that is you.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
Regulatory mandates are the most critical — not only from the government — but also from our buyers. Not all regulations are bad or difficult. But each regulatory mandate requires more time, more employee training, more employee oversight, possibly more employees, changes to production practices or handling, more materials or resources, and ultimately, all this means more costs. These requirements are not being met with an increased price per box from the buying community, consumers or commodity subsidies (not that we are asking for subsidies). When other countries around the world are able to grow, harvest, pack and ship produce for a lower cost because they don’t have the same regulatory burdens and mandates (worker wages, input costs, etc.), the U.S. produce industry is not setting up for long term success or viability.
JAMES ROGERS, 34
Chief Executive, Founder
Apeel Sciences
HQ: Goleta, CA
Hometown: Battle Ground, WA
Hobbies: Eating avocados, yoga, driving
Motto in life: What doesn’t kill you makes you stronger.
Work history: Immediately after receiving his PhD in 2012, Rogers launched Apeel Sciences with the objective of fighting the global food waste crisis by utilizing advances in materials science. The company’s plant-derived technology helps USDA Certified Organic and conventional fresh-food growers, suppliers and retailers maintain produce quality and extend shelf life, minimizing food waste from the farm to the retail shelf to the kitchen table. Rogers founded Apeel Sciences with a grant from the Bill & Melinda Gates Foundation with the goal of helping reduce postharvest food loss in developing countries that lack access to refrigeration. Today, Apeel formulations have been proven effective at reducing the rate of spoilage for dozens of USDA Certified Organic and conventional produce categories. The company works with partners ranging from smallholder farmers and local organic growers to the world’s largest food brands and retailers. As chief executive, Rogers leads corporate strategy and Apeel Sciences’ team of award-winning scientists in developing plant-derived technologies that keep fruits and vegetables fresh longer, so less is wasted. He received dual undergraduate degrees from Carnegie Mellon University in Materials Science & Engineering and Biomedical Engineering. He earned his Ph.D. in Materials from the University of California-Santa Barbara. He was the 2012 recipient of the Frank J. Padden Jr. Award in polymer physics, the premier polymer physics prize in the United States.
Q: How did you begin working in the produce industry?
When I was in graduate school, I spent a number of years quite literally watching paint dry in an effort to create a new kind of solar paint that would, in the long-term, provide an interesting solution to democratizing clean energy. During my studies, I’d have to take long drives from Santa Barbara to Northern California, during which I would listen to podcasts. One such day, I learned how much of the world is hungry, as well as how much food we throw away. It seemed so backward to me. I then thought about how we could potentially stop water evaporation that causes the perishability. This led me to explore how we could create a barrier for food — made of food — that would slow down spoilage. The idea for Apeel was born.
Q: What aspect of the business challenged you the most early on?
Like many technology companies, our biggest challenge was creating a market where no market exists. Not only did we need to invent a technology, but we also had to present the innovation to potential partners, some of whom think, “the trash can is my best customer.” The trick to overcoming this was demonstrating the product to customers and quantifying the ROI for live commercial programs.
Q: What industry improvements would you like to see?
I think there is an opportunity to develop a focus on sustainability within the industry. Food loss worldwide causes as much as $940 billion per year in economic losses. And why do people throw food away? Mostly because produce spoils before people can eat it.
Q: What has shocked or surprised you about the produce industry?
I’ve been happily surprised that there are members of the produce industry who are eager to embrace change. Many industries, even when faced with a problem they didn’t know existed, will sweep it under the rug. What I find so exciting about the produce industry is many people are looking for ways to bring sustainable practices to their packing houses and retail stores. I think with this acceptance, the produce industry will be able to revolutionize the way people eat and the way people think about food and food waste.
SHARESE ROPER, 38
Events & Education Manager
Produce For Better Health Foundation
HQ: Brentwood, MO
Hobbies: Spending time with family, home improvement projects
Personal/Community: Married, two girls, working on M.B.A. in organizational leadership
Motto in life: Enjoy every moment, even when it sucks.
Work history: Working out of New Castle, DE, Roper is the architect of Produce for Better Health Foundation’s (PBH) events and education platforms. She is responsible for reimagining how the organization delivers all-encompassing experiences that unite the produce industry with consumer influencers. Over her 14-year tenure at PBH, she has leveraged her passion for planning, project management and technology to streamline and elevate PBH programs and processes in several management roles, including operations, HR, information technology and events. She developed and implemented an operational excellence plan that saved the Foundation nearly $100,000 annually, freeing up these resources for consumer-focused programs and the development of PBH’s new consumer call-to-action. She transformed PBH’s annual conference sponsorship model with new opportunities that offer product and brand exposure with PBH’s large consumer audience, while focusing on the diverse and unique needs of the produce industry. She has enhanced PBH’s industry-facing communications with creative writing skills and techniques that embrace a spirit of transparency and service.
Q: How did you begin working in the produce industry?
Honestly, I stumbled upon the produce industry at the recommendation of a placement agency while looking for work. They introduced me to PBH as a potential asset, and the team hired me on the spot almost 14 years ago. I’ve been there ever since. As a promotional non-profit, PBH’s business structure is unique by comparison, so it took a few years before I really felt a part of the produce industry.
Q: What do you know now you wish you knew when you first started your career?
I wish I knew more about produce as a category, and the unique challenges. Produce operations and marketing are different from meat, dairy and other commodity categories.
Q: What accomplishment are you most proud of in your career?
My proudest achievement just happened at our recent Consumer Connection Conference. I played an active role in launching our new consumer call-to-action, “Have A Plant.” We unveiled the brand during our annual conference, and I was excited to bring this new inspirational brand to life in a meaningful and memorable way. To provide the ultimate launch pad, we reimagined the entire event — from future-focused education to top-notch engagement, on and offline. Working with the hotel culinary team and sponsors, we created a fully customized produce-centric menu to highlight the approachability and cravability of fruits and vegetables.
Q: How has the industry changed during your tenure?
I started with PBH 14 years ago when I was 25, and change has been constant in everything around me. The 2008 recession pushed a wave of change in our industry, and that was the first time I became aware of the direct connection between consumer purchasing behavior, retail operations and agricultural processes. PBH saw a significant reduction in membership, which directly affected our programs and budgets. It was shocking to see so much change in only few short years. Most recently, we have seen a good amount of mergers and acquisitions that condensed the industry, and I think this will continue over the next few years.
Q: What has shocked or surprised you about the produce industry?
The produce industry is network-driven. I am always surprised to see someone’s bio, and see that they worked at several produce companies during their career. Once someone gets into this business, they tend to stay, which is a good thing.
KIMBERLY SAMUELSON DAVIS, 39
Director, Human Resources
Naturipe Farms
HQ: Estero, FL
Hometown: New Brunswick, NJ
Hobbies: Music, reading, yoga/pilates
Family/Personal: Married, two sons
Motto in life: Drive with purpose.
Work history: Samuelson Davis came to Naturipe Farms in 2008 during a critical growth phase. At that time, all HR functions had been outsourced to a PEO (professional employer organization) for several years before Naturipe decided to bring human resources in-house. Samuelson Davis was hired four days before the first in-house payroll and tasked with establishing integral systems and procedures … quickly. Her first year was trial by fire, but she succeeded in establishing a functional HR department from the ground up. In 2010 she was promoted to human resources manager and continued to excel in developing HR programs and procedures for the company. During this time, she helped established Naturipe’s ongoing leadership development program, Cultivate. This program takes a small group of emerging leaders within Naturipe and educates them through field visits, leadership training and grower-owner interactions. In 2013, she was promoted to director of human resources. Since then, the company has experienced rapid growth, and she directs, manages and executes all human resource functions for 185 U.S.-based employees. This includes all recruiting, benefits, compensation, performance management, organizational and employee development and risk management. She holds a Masters of Science in Employment Law from Nova Southeastern University. She is a former board member and officer of HR Collier — an organization of local human resources professionals. She serves as a volunteer for Produce Marketing Association’s Center for Growing Talent.
Q: How did you begin working in the produce industry?
Honestly, CareerBuilder is responsible for it. HR, like Finance and IT, is a plug-and-play function — we can do our thing in any and every company. I fell into the produce industry randomly but instantly felt like it was kismet. Having grown up in New Jersey and obsessed with blueberries, Naturipe Farms and I were meant to be.
Q: What do you know now that you wish you knew when you first started your career?
I made some stupid but human mistakes at the beginning of my career related to trust and confidentiality. I was humbled by those mistakes but learned from them and keep those lessons with me to this day.
Q: What aspect of the business challenged you the most early on?
Understanding fluctuating prices, the sales process and how our company generated a profit for our grower-owners.
Q: What accomplishment are you most proud of in your career?
Being a working mother is difficult, as many can attest to. Beyond that, I am particularly proud of being able to mold and drive the human resources function within a well-respected company.
Q: What advice would you give someone new to the produce industry?
The produce industry is a large yet small community — don’t burn any bridges.
Q: What are some of the more challenging aspects of a career in the produce industry today?
Finding great talent outside of the typical produce geographic hotspots. I also find it a personal challenge to ensure that my company is, at minimum, on par but ideally above par as it relates to the benefits offered to our hardworking staff and potential employees.
Q: Do you see the produce industry as a united front, or is it more about the particular items or silos?
Definitely a united front. The shelf life or protocols or handling may be different, but all commodities/companies experience the same highs and lows.
BENJAMIN SCHMIDT, 38
Strategic Account Manager
C.H. Robinson/Robinson Fresh
HQ: Eden Prairie, MN
Hometown: Bloomington, MN
Hobbies: Golf, traveling, spending time with family
Personal/Community: Married, three daughters, serves on various church committees, supports nonprofit organizations across the world to help bring community, food, water and shelter to those in need.
Motto in life: It is not your environment, it is you — the quality of your mind, the integrity of your soul, and the determination of your will — that will decide your future and shape your life. — Benjamin E. Mays
Work history: After graduating with a marketing degree from Iowa State University in 2003, Schmidt joined C.H. Robinson/Robinson Fresh in an entry-level position in the produce division. He started his produce career as an inventory analyst focused on helping retail partners forecast demand and plan inbound supply and inventory. While working in this role, he began to learn all of the moving parts of produce supply and the supply chain. Over the course of the next few years, his career advanced at C.H. Robinson/Robinson Fresh, and he held numerous different roles across the supply, sales and account management teams. The expansion of his career and experiences allowed him roles of farm sales manager, category manager, retail/wholesale account manager, and most recently strategic account manager with oversight for some of the company’s most strategic customer relationships. Earlier in his career, he led an initiative to help increase the locally grown movement in retail. In this project, he worked with small, local, under-resourced, and minority-owned farms to bring their products to market and build sustainable and safe businesses for the future years and generations to come. He helped the farms better understand food safety education and training, crop diversification, planning strategies, best practices and growing techniques to improve yield and quality, and ultimately, to set up sustainable business models. He continues to play a role in the company’s talent development process by acting as a mentor and coach for the next generation of leaders at C.H. Robinson/Robinson Fresh.
Q: What do you think the industry can do to promote more produce consumption?
Innovations such as online shopping, grocery home delivery and mealkits are proving successful in meeting the needs and desires of today’s consumer. To increase consumption, we need to continue to meet the shoppers where they want to buy and how they want to buy. The industry has to continue to evolve around consumer education, flavor profiles, health benefits, meal ideas and social responsibility issues (fair trade, labor practices, etc.).
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
Transportation and supply chain is the most critical hot button facing the industry today and in the years to come. New regulations, driver utilization at high percentages and a strong economy are driving a new logistics norm. Looking toward the future, excellence in fresh supply chain management, strategy and planning will be required.
Q: Do you see the produce industry as a united front, or is it more about the particular items or silos?
I think the industry is made up of numerous silos that feed into the greater good of a unified front to the rest of the world. Whether you’re a grower/shipper, marketer, supply chain expert or retailer, everyone has a part to play in making the industry grow. Whether it’s apples or zucchini, we all want consumers to eat more produce.
ANGELA SERNA, 31
Marketing Manager
National Mango Board
HQ: Orlando, FL
Hometown: Orlando, FL
Hobbies: Reading, traveling, spending time with family and friends
Personal/Community: Volunteer for local animal shelter, lifetime member of the Zeta Tau Alpha fraternity and Alpha Chi National College Honor Society
Motto in life: Per aspera ad astra (“through hardships to the stars.”)
Work history: Serna is a catalyst for change and innovation at the National Mango Board (NMB). She joined NMB in 2014 and during the past five years has led many communications and marketing projects that have propelled several of the organization’s B2B and consumer marketing strategies. In her starting position as communications manager, she was responsible for public relations and industry communications, including trade media, newsletters and the Crop Report. She developed and executed the communications plan and outreach campaign for the 2015 continuance referendum that resulted in a 91 percent mango industry approval rating. She also managed and executed a complete redesign of the NMB’s industry newsletter campaigns and developed content that has generated click-through rates as high as 21 percent. In 2018, Serna transitioned to marketing manager and is now responsible for the NMB’s creative assets and manages the Foodservice Marketing Program portfolio. She has been responsible for the in-house creative development of all marketing materials and bringing the mango brand to life. She has coordinated and led all photo shoots and video efforts, as well as managed brand assets. She has developed the digital media program, so it reaches a broader audience, across multimedia platforms, with traditional and nontraditional marketing. Above all, she is delivering innovative promotion programs to foodservice partners and broadening the use of fresh mango by increasing awareness and education with operators and distributors. She has an MBA with a concentration in marketing from Nova Southeastern University.
Q: What do you know now you wish you knew when you first started your career?
Innovation and creativity are unique skills and expertise that help the growth of any organization. Challenging the status quo and bringing new solutions to the table are tasks that inspire me and ignite my day-to-day. I wish I had honed these skills earlier in my career, as I have learned I am a strong innovator and can help an organization problem-solve.
Q: What can the industry do to promote more produce consumption?
Embrace the new generations, not as the enemy, but as a new opportunity to do things differently and innovatively. Quality and flavor need to be at the forefront for every company if we want to see consumption increase. In today’s world there is so much more information at the consumers’ fingertips, so it is imperative to be transparent and integral with the products we promote. The use of technology is a must. We have to create new ways to disrupt through the misinformation, clutter and the constant bombardment of information.
Q: What do you think is the biggest misconception about the produce industry by the public at large?
I think consumers continue to be skeptical of big companies, especially younger audiences such as Millennials and Gen Z. It is hard for the public to understand how a business makes profit from the produce items they choose at the grocery store. Price fluctuations, border crossings and political climates accentuate these misconceptions.
Q: How has the industry changed during your tenure?
When I first joined the industry, it was easy to see that it was heavily male dominated. I have seen throughout the years the effort to add more women, as well as young employees to the workforce. I have since joined the efforts of PMA and Center for Growing Talent and volunteer in the advisory board for the Women’s Fresh Perspectives.
NICHOLAS SGHEIZA, 37
Vice President Of Harvest Operations
Tanimura & Antle
HQ: Spreckels, CA
Hometown: Salinas, CA
Hobbies: Working on old cars and Jeeps, camping, hunting, spending time with family
Personal/Community: Married, twins
Work history: Sgheiza began working at Tanimura & Antle while in high school and continued through college, ultimately working full time after graduating from Cal Poly. During that time, he has worked in nearly every aspect of the operation from farm maintenance and field harvesting to cooling and shipping and many jobs in between. During college he worked in the shipping facility, driving a fork-lift, putting away cooled product as well as loading the trucks with finished product. In the company’s planting department, he learned how to properly plant fields and check bed prep. Upon graduating college, he started at Tanimura & Antle full-time, where he was managing the harvest of spinach and spring mix crews and eventually managing Romaine, mixed lettuces and celery departments. He also has managed the company’s onion operations and was senior director of harvest operations. He was recently promoted to the position of vice president of harvest, where he continues to push the boundaries of innovation and efficiencies. His hands-on experience with the company’s various departments gives him unique insight into the company’s entire farming operation.
Q: How did you begin working in the produce industry?
My grandfather had a small farm in Gonzales, CA, so I guess it was in my blood, but what really attracted me was the equipment. My uncle owns a machine shop in Gonzales, where I first started working at a young age around all types of farm equipment.
Q: What aspect of the business challenged you the most early on?
I am still to this day truly amazed at all the hard workers in this industry. Farm labor, from tractor driving to harvesting lettuce, truly takes skilled labor. Not anyone can just jump into a tractor and drive it or grab a lettuce knife and start cutting.
Q: What industry improvements would you like to see?
Immigration reform.
Q: What advice would you give someone new to the produce industry?
Be patient. Good things will come with hard work. Don’t worry if you’re not quite sure what you want to do in the industry right off the bat. You will eventually find your sweet spot.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
Labor and water. Without immigration reform and with minimum wage going to $15 in California, it is going to get real interesting, real fast. Water is king. Without water, you can’t grow your crops.
Q: What would you like consumers to know about the industry?
We have a lot of tours that come through Tanimura & Antle, so I try to explain what we do to everyone who comes and visits. I would like consumers to understand all the hard work that goes into getting fresh vegetables to their homes each and every week. We harvest six days a week, 52 weeks a year.
TALIA SHANDLER, 37
Operations And Business Development
Shapiro-Gilman-Shandler Co. (SGS Co)
HQ: Los Angeles
Hometown: Los Angeles
Hobbies: Yoga, soccer, foodie trekker, youth mentoring
Personal/Community: Married, three sons
Motto in life: Anything worth doing is worth doing right.
Work history: Coming from a multi-generational produce family, Shandler boasts a breadth of experience from farm-to-table to domestic and international business. Fresh out of college with a Bachelor’s Degree in mathematics, she moved to Las Vegas and opened a produce distribution company. In 2007, she sold the business, moved back to Los Angeles and earned an M.B.A. at UCLA Anderson. She then took a position in the strategy consulting group at The Wonderful Company focusing on agriculture brands — citrus, pomegranates and nuts — across functions. In 2010, she worked with New Zealand’s economic development agency (NZTE) as a business development manager helping varied food and beverage companies increase their footprint in retailers and the U.S. market. In 2012, she began working alongside her parents as the fourth generation to operate SGS Produce. While SGS, established in 1907, is the oldest produce wholesaler in Los Angeles, Shandler brings forward-thinking to the business as well as environmental stewardship. Recently, the TV station KCET’s 2019 program “LA Foodways” featured Shandler for her active effort in food recovery. She also spearheaded the effort for SGS to become the first zero-waste produce company in Los Angeles.
Q: What do you know now that you wish you knew when you first started your career?
Listen to your elders – they really do know best. While I was living in Las Vegas, my grandfather would come and stay with me. He was ahead of his time on planning direct drops for freight and vertically integrating. He always wanted to buy orange groves, and I was working at Wonderful at the time on the easy-peel Mandarins. I talked him out of it, citing data about decrease of market share for Navels. I wish I had listened more to him.
Q: What advice would you give someone new to the produce industry?
Produce is an industry where hard work is still truly rewarded. Produce is an equal playing field where family name and education level don’t ensure success and conversely success can definitely come without it. Produce is about relationships and follow-up.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
When I was young and visited a farm, I had several ‘aha’ moments. Standing in a field with plants swaying in the breeze for as far as I could see just gave me a sense of wonder and belonging. No matter what the crop, no matter where the field, each of those moments were, and still are, ‘aha’ for me.
Q: What are some of the more challenging aspects of a career in the produce industry today?
Everything from regulations to freight, to technology in operations is changing so quickly that it is sometimes difficult to know what new things to embrace and which to decline in favor of the traditional methods.
Q: What do you think is the biggest misconception about the produce industry by the public at large?
Produce should be about the taste and experience while eating. Unfortunately, we have trained the consumer to care more about the way a piece of produce looks rather than the way it tastes.
ESMERALDA SOUZA, 40
Fresh-Cut Business Manager
Duda Farm Fresh Foods
HQ: Oviedo, FL
Hometown: Gonzales, CA
Hobbies: Cooking, baking
Personal/Community: Married, two children, St. Joseph’s Catholic Church, PTO member at my children’s school
Motto in life: Pick your battles — especially when dealing with my kiddos. Make a lesson from not only your mistakes but also the mistakes you see all around you.
Work history: Souza has been with Duda Farm Fresh Foods for 15 years in the sales department. During her time, she has played a pivotal role in Duda’s processing plant growth in Salinas, CA, leading a team that was small and is now large. She is a first-generation Mexican American woman in the U.S. produce industry; her parents were farm workers. She put herself through college, attending San Diego State University and joined Duda as a sales coordinator. Since then, she has held several positions, working her way up from sales coordinator, to industrial sales, account manager, fresh-cut sales and most recently to fresh-cut business manager. As the company saw growth in its fresh-cut division, there was a need to have a position created to manage the entity, sales, volume, contracts and pricing. Souza’s experience and expertise in being a liaison between the sales office and the fresh-cut plant for many years meant a perfect fit for the position. She serves as a committee member for the Grower-Shipper Association in Salinas, CA.
Q: How did you begin working in the produce industry?
After graduating from college, I decided to take a year off to study for the LSAT and was looking for a job. After a few months of being at Duda, I fell in love with the day-to-day, the people, the environment, and I decided to pursue my career in Ag.
Q: What aspect of the business challenged you the most early on?
Coming from a mindset where I wanted to be a lawyer, my education and political science background – the law is very black and white, cut and dry. In this industry, there is a lot of gray area, especially on the sales desk side — that was a challenge for me at first.
Q: What accomplishment are you most proud of in your career?
For me, being where I am at today, from where I started is an accomplishment. I come from a background of migrant farmworkers who never would have dreamed of being given the opportunity to work inside the office of a produce company, let alone go to college. I have worked diligently over the past 15 years to be on a successful team that has evolved and expanded. Our team has seen so much growth and to be part of it has been very rewarding.
Q: What industry improvements would you like to see?
Better communication and accuracy with government officials and the mainstream media when it comes to food safety. Many times, the communication is delayed — the average consumer is not aware certain produce is safe to eat after the media deters them from eating it.
Q: What are some of the more challenging aspects of a career in the produce industry today?
That this is not a 9-to-5 job, and we work most holidays. As a working mom with young children, I have to work even harder at balancing my two “full-time” jobs — my position at Duda, and my main priority — being a wife and mother.
Q: What has shocked or surprised you about the produce industry?
Early in my career, I definitely felt that this was a male-dominated industry, and that was defeating. Over time, this perception has changed for me. I have seen strong, powerful, educated, remarkable women do great things within our industry. I hope to see more of this.
RYAN SUGRUE, 39
Business Development Manager
C.H. Robinson/Robinson Fresh
HQ: Eden Prairie, MN
Hometown: Waukesha, WI
Hobbies: Spending time with family, golfing, coaching basketball, baseball and softball, cheering on the Green Bay Packers, Milwaukee Brewers, Milwaukee Bucks and the Wisconsin Badgers
Personal: Married, four children
Motto in life: You may not realize it when it happens, but a kick in the teeth may be the best thing in the world for you. — Walt Disney
Work history: Sugrue has been with C.H. Robinson/Robinson Fresh for 16 years in a wide variety of roles, including produce sourcing, national account management and regional leadership positions in Minnesota, Florida, Latin America and Illinois. He is known for driving the company’s business across both retail and foodservice. His experience in account management, supply development, and leadership across the Midwest, Southeast and internationally gives him a broad experience and capability to grow business. He started in Eden Prairie in 2003 on the buying desk and quickly worked his way into national account management, where he helped develop Robinson Fresh’s MPS (Managed Procurement Services) business line and was integral in the foundation of this business model. In 2010, he took on the role of sourcing and customer group manager of Robinson Fresh’s Southeast region, based in Miami, overseeing sales, supply and account management for the Southeast region and Latin America. In 2016, he transitioned to Chicago where he was promoted to general manager for the Great Lakes region, overseeing sales, supply, and account management. He graduated in 2017 from the United Fresh Produce Executive Program at Cornell University. In 2018, he moved to a role overseeing business development in the Foodservice Broadline Vertical for Robinson Fresh, still working out of Chicago.
Q: What aspect of the business challenged you the most early on?
I needed to slow down. I would jump into problem-solving mode before really listening and uncovering all aspects of the problems or customers’ needs.
Q: What industry improvements would you like to see?
I love the trend of more sustainable, local, and regional produce being grown across the United States, and we need more of it.
Q: What advice would you give someone new to the produce industry?
Stick with it. The change and the ups and downs can sometime be a bit much, but the people are what make this industry really great. Plus, we get to put fresh fruits and vegetables on your dinner table, which is not that bad of a gig.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
Very early on, I realized this was not some other job, but a career that would allow me to grow personally and professionally. One day could be terrible, but the next could be the greatest day of your career.
Q: What are some of the more challenging aspects of a career in the produce industry today?
The competition is as strong as ever. Differentiating yourself and your products and adding value to your customers is our goal.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
There are three issues facing the produce industry in the next decade: technology, technology and technology. Home delivery, robotics, driverless trucks, local and regional grown hydroponic greenhouses — all of these are changing the landscape of our industry and will continue to do so.
Q: Do you see the produce industry as a united front, or is it more about the particular items or silos?
Very much a united front. The produce industry is a tight-knit community. Our customers are also our competitors, suppliers, and friends.
MATHEW TATE, 37
Director, Strategic Sourcing
Avendra
HQ: Philadelphia
Hometown: Crookston, MN
Hobbies: Spending time with family and dog, reading, playing board games
Personal/Community: Married; two children
Motto in life: Those that fail to learn from history, are doomed to repeat it.
Work history: After graduating from the University of North Dakota in 2004, Tate worked in a variety of retail management positions before discovering produce at a Super Target in 2009. In 2010, he joined US Foods as a produce buyer in Grand Forks, ND. When US Foods went through a series of category management realignments in 2012, he took a position at the corporate office in Rosemont, IL, as an associate category manager. Within six months, he was promoted to category manager with responsibility for the fresh-cut category. During this time, US Foods launched new and innovative items in the produce category, including Shaved Brussels Sprouts and a pre-cut golden and candy-cane beet blend known as the Sunset Blend. Overall, he led contracting for a produce category at US Foods that exceeded $500 million in annual volume. In 2014, Tate took a position with Philadelphia-based Aramark as produce procurement director. He was tasked with connecting Aramark directly to the grower/shipper community as well as managing various distributor buying groups that serviced Aramark’s operations. After Aramark’s 2017 acquisition of Avendra, he was chosen to lead the produce procurement for the combined entity. Alongside his role as director for strategic sourcing, he is also the strategy leader for a produce category that represents in excess of $600 million in annual volume.
Q: What do you know now that you wish you knew when you first started your career?
It’s just produce. What I mean is while it is important to fill POs, deliver on-time and keep the customers happy, at the end of the day you can only do your best. Mother Nature has thrown out the playbook, and every year brings at least one or two items that have a “season/market that has never been seen before.” Build great relationships with your growers, buyers, and logistics teams. You will get through it.
Q: What aspect of the business challenged you the most early on?
Technical/Institutional knowledge — I took a position as a buyer at the US Foods Grand Forks division and replaced a buyer that had been in the industry longer than I had been alive. He would start every morning with the largest clipboard I’d ever seen, walking the warehouse and doing physical slot checks. It was just so overwhelming. My director of purchasing told me to just absorb as much as I could, and we’d figure the rest out in time.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
Local, local, local. As Gen Z comes of age, the demands for locally grown/sourced product, not just produce, will only increase. While there is no shortage of local farmers to meet these needs, can these farmers meet ever-increasing food safety and traceability requirements?
Q: How has the industry (or you) changed during your tenure?
When I first started in produce, organics were all the rage. While this has mostly held true in retail, the trend never caught on as expected in foodservice.
FRANCISCO (PACO) VEGA, 39
Co-Owner
La Galera Produce LLC and LGX Logistics
HQ: Chicago
Hometown: Chicago
Hobbies: Watching his kids play soccer
Personal/Community: Married, three daughters, one son
Work history: Vega was raised in his family’s business, Sonora Produce, located in the Chicago Water Market. At a young age, he worked in the fields with his uncle, learning ripening processes and following the family legacy. On Sundays, he went with family to the flea market to resell produce listed as “second” quality. His father sent him on deliveries to accompany drivers when he was just 8 years old. After high school, he continued his work at Sonora from the bottom up. He picked orders and became familiar with various produce and ripening processes. He soon began to sell, and he developed his own customer base. About 15 years ago, he started La Galera Produce with his twin brother, Jose Vega, collaborating on every aspect to open a wholesale produce distributor featuring the highest- quality Mexican and American produce in Chicago. Francisco Vega took the lead on the development of relationships with growers from across the border, as well as the logistical component. He brainstormed ways to increase sales and expand the company, which included the purchase of a warehouse belonging to Chicago Produce Market giant, City Wide Produce. La Galera has grown from a $38 million company to more than double in 2018. The company provides more than 100 jobs between its Chicago and McAllen, TX, locations. In 2016, the brothers opened their own logistics company, LGX to service the customers’ needs. They also have started their own brand, Galera Fresh, along with their farms in Mexico, which provide jalapeño, tomatillo and other commodities.
Q: What industry improvements would you like to see?
The culture in the market is male-dominated and aggressive. Along with changing times, and because I am the father of three very opinionated and strong little girls, I’d like to see women play more of a role in the industry. I think women offer a different perspective and can add a lot of positive changes.
Q: What do you know now you wish you knew when you first started your career?
Technology has facilitated everything for people in this industry, but it’s been up to us to keep up with it. I have had to make a conscious effort to learn and that meant getting out of my comfort zone. I’ve also underestimated the importance of leadership and branding in the industry. Positive marketing and word of mouth are critical, as they still seem to be the basis of whether a new customer is willing to work with you or they’re not. It is for this reason alone that I try to ensure that every customer, big or small, has a positive experience with La Galera and LGX.
Q: What advice would you give to someone new to the industry?
One of the biggest barriers has to do with a failure to understand that it’s not just about selling and buying — it has to do with understanding your customer’s needs and expectations. It’s about knowing what they like and understanding the customer’s purchasing trends. It’s also about the demographics of the people they serve.
Q: What do you think the industry can do to promote more produce consumption?
While our society is making strides to live healthier lifestyles, we still compete with fast food giants. They seem to be the economical choice for the average to low-income family. I’d like to see the produce industry be more cost aggressive. With a disproportionate amount of childhood obesity and Type 2 diabetes stemming from the more underserved and underprivileged neighborhoods, the industry must try harder to remain an option for them. Targeting this demographic would result in a direct increase of consumption, especially by the people who need it most.
JOSE D. VEGA, 39
Co-owner
La Galera Produce LLC and LGX Logistics
HQ: Chicago
Hometown: Chicago
Hobbies: Family time, watching his sons play football
Personal/Community: Married, three boys
Work history: Vega comes from a family with a longstanding history in the produce industry, operating Sonora Produce located in the Chicago Water Market. He grew up learning about produce beginning with the agricultural component, from being on the farms with his father and uncles, to learning the nuances of growing the healthiest crops, to transporting and refrigeration, and lastly to wholesale distributing. After graduating high school, he continued to work at Sonora Produce, starting at the very bottom. He picked orders and became familiar with the different produce and ripening processes. He quickly established his own connections and began to sell and soon had his own customer base. About 15 years ago, he started La Galera Produce with his twin brother, Francisco (Paco) Vega, renting a space of about 10 by 12 feet from Citywide Produce. The brothers were able to collaborate on every aspect of the produce industry to open a wholesale produce distributor that has become the youngest and fastest-growing Hispanic owned produce company in the Midwest. Currently, Vega manages a 15-person sales team, including analysis of sales trajectory and constant supervision of market fluctuations. In addition to being an active partner at La Galera, Vega has taken an active role in growing the “Galera Fresh” brand, which is the Vega Family’s own brand of produce. This specific produce is grown on the Vega lands in Mexico and produces an assortment of hot peppers, tomatillos, cilantro, verdolaga and gray squash. Vega manages all the Mexico imports, ensuring supply can meet the daily demand. This includes close communication with all growers and partners on a constant basis. He has used his knowledge to develop La Galera from a $38-million-dollar company to more than double in 2018. The growth can be directly attributed to the purchase of a second warehouse at the Chicago Produce Market, which also created jobs for an extended crew of knowledgeable salespeople. La Galera provides more than 100 jobs between its Chicago and McAllen Texas locations. In 2016, the brothers opened their own logistics company, LGX, with a fleet of more than 50 trucks to service the needs of customers.
Q: What are you most proud of?
The most rewarding part of La Galera’s success has to do with our support for nonprofit organizations. La Galera’s philanthropic efforts include the support of the Necahual Foundation, an organization that provides programs for abused and neglected children. La Galera also has been a reliable donor to the Greater Chicago Food Depository for more than 14 years.
Q: What are some of the challenges?
As in any industry the challenge is to provide the highest quality for the lowest price. Staying competitive is critical in this industry because there is a growing number of vendors, all while being shopped by smart consumers. We have to try to find ways to stay at the forefront of their favorite wholesalers. It’s also important to research market trends and find the types of fruits and vegetables that are most demanded.
Q: Do you see the produce industry as a united front?
It is absolutely critical that the industry remain a united front. We are selling perishable foods — and there are enough customers for everyone to be successful. The industry has to remain strong as each wholesaler provides niche products. As long as each farmer and vendor does its diligence in providing their best products at their most competitive pricing and service, there will always be enough customers to go around. When it comes to legislation, La Galera stands with its vendor partners to ensure that all rules governing the importation and sales of the industry are fair and just.
KYLE PAUL VILHAUER, 39
Sales Executive
Lakeside Organic Gardens
HQ: Watsonville, CA
Hometown: Corralitos, CA
Hobbies: Golf, fishing, gardening, dogs, snowboarding, backpacking
Personal/Community: 1 son, member of Spring Hills Golf Course Men’s Club & Twilight League
Motto in life: Those who say it cannot be done should not interrupt those doing it.
Work history: Vilhauer started working for his family’s produce brokerage, Vilhauer Co., at a very young age where he learned the ins and outs of the industry from his father and grandfather. Some of his earliest work memories recall his summer months of high school of on-ground buying, “bird-dogging” or inspecting loads of flatpack iceberg lettuce throughout the Salinas Valley and stopping at the berry docks on the way home. His first summer job was bird-dogging for the family brokerage and after awhile, he became his dad’s full-time bird-dog, spanning the Salinas Valley, San Joaquin Valley, Coachella Valley, Imperial Valley and Yuma for four full seasons while conducting daily field inspections. In 2010, he decided to step out of the family business and was hired as sales executive at Lakeside Organic Gardens. He is mainly responsible for daily sales, as he handles some of Lakeside’s biggest customers. However, his current duties also include forecasting, pricing, customer relations, assisting with quality control, planting schedules, daily harvest schedules, updating the team on supply and demand throughout the industry, overseeing quality control, truck dispatch, contract pricing, future pricing and USDA law. He is known at Lakeside as the “produce encyclopedia.” In his nine years at the company he has contributed to growing the company from a small, family-owned farm to the largest owned-and-operated solely organic farm in the nation. His background in quality control has contributed to the improvement of Lakeside’s systems.
Q: How did you begin working in the produce industry?
I followed in my father’s and grandfather’s footsteps. Watching them run a successful produce brokerage, I knew from a young age that I wanted to be in the industry. The fast-paced, hands-on excitement drew me in. I remain in contact with some of the relationships my dad built, and I cherish them to this day. I always do my best to carry on my dad’s dedication and hard work.
Q: What accomplishment are you most proud of in your career?
To grow with Lakeside from a small local organic farm to the largest family-owned-and-operated solely organic vegetable grower/shipper in the United States is definitely something notable.
Q: What advice would you give someone new to the produce industry?
Keep an open mind and positive outlook, learn about your strengths and find your passion. The industry is ever-changing. Consumer demands are ever-changing and an open outlook and positive attitude will help you greatly along the way. Don’t be afraid to put yourself out there, step outside of your comfort zone, try something new.
Q: What do you think the industry can do to promote more produce consumption?
I think more of the industry growers could help promote produce consumption by educating consumers about where their produce comes from and how it’s grown. Teaching consumers that their produce is grown in soil by people just like them and the hard work, long days and struggles it takes to get a head of lettuce from our fields to their plates is extremely valuable.
Q: What are some of the more challenging aspects of a career in the produce industry today?
One of the more challenging aspects of the produce industry today is keeping up with the ever-changing laws. Trucking laws have changed over the past year, where drivers’ time behind the wheel has been shortened. Everyone has had to adjust to the federal laws, growers, shippers, receivers, wholesalers, retailers and trucking companies.
ABBEY WALKER, 38
Regional Sales Manager
Litehouse, Inc.
HQ: Sandpoint, ID
Hometown: Eau Claire, WI
Hobbies: Running marathons, traveling, cooking with family
Personal/Community: Married, two children
Motto in life: Know the rules well, so you can break them effectively. — Dalai Lama XIV
Work history: Since joining Litehouse in 2011, Walker has had a tremendous impact, establishing her role as a top performer in the company’s fastest growing channel, value added. As regional sales manager working from San Francisco, she moves beyond the bounds of traditional customer-vendor relationships and strives to create strategic partnerships. She takes initiative by helping customers succeed by providing trends and market research data that enables them to create on-trend and timely-consumer packaged goods. The Litehouse value-added channel ended 2018 with 26 percent growth year-over-year, thanks in part to her diligent work. Walker and her team have tripled the size of the value-added business, making it the fastest growing channel for Litehouse. Today, she manages the largest Litehouse customer. One of her greatest accomplishments in the past year was a quick turnaround item launch for Litehouse’s top customer. After the customer reached out regarding an organic salad dressing for one of its kits, she was able to diligently work with several internal departments to launch the product within three months, instead of the typical six-month lead time. The item is not only very successful for the customer, but has become one of the company’s top three SKUs.
Q: How did you begin working in the produce industry?
In 2011, I met Brent Carr (senior vice president of sales and marketing) to discuss an open position in the Value-Added division. At the time, I was working for a wine company doing sales to San Francisco restaurants. Brent had received my contact information from my brother, who was currently working for a produce company. My brother had been strongly suggesting I make a move to the industry as my frustrations with the high-pressure, monthly-quota driven wine sales world was starting to take its toll. I am thankful Brent was willing to see past the fact that I did not have a produce background but did have transferable skills that would lend themselves to making me a valuable employee.
Q: What do you know now you wish you knew when you first started your career?
I would remind myself to be fully focused on every sales call and in every meeting regardless of how well I knew the customer. I would tell myself to treat every conversation as if it was the first time we were meeting, so I would not miss the subtle hints that would open the door for new opportunities. I would take note that being complacent would make room for my competitor to get their toe in the door and that being comfortable would be no excuse for not remaining engaged.
Q: What industry improvements would you like to see?
I would love to see a move to more compostable/biodegradable packing in the value added/meal replacement category. As consumers are looking for ways to add ease to feeding their families, I think we need to be mindful of the impact that the additional packaging has on future generations.
Q: What do you think the industry can do to promote more produce consumption?
In 2016, Litehouse introduced a marketing campaign with the goal to migrate the consumer from the center salad dressing aisle to the produce section. Our goal was to earn consumer trust in the entire produce category so all of our partners would win, not just Litehouse. If we can leverage industry support to expand our efforts and remind consumers of the preservatives or unnatural ingredients that go into many center-store, packaged goods we will no doubt see a lift in sales and drive velocity for the entire category.
