Raina Nelson: Empowering the Next Generation

The produce industry is changing — fast. From supply chain innovation to consumer demand for transparency and sustainability, we’re facing a transformational moment. But amid all the technological advances and market shifts, one of the most powerful changes we can make has nothing to do with logistics or shelf life. It’s about people — specifically, preparing the next generation of leaders to shape the future of produce.

I’ve spent my career in fresh produce, working across every link of the value chain. Throughout that journey, I’ve been one of just a few women in the room more times than I can count. But that’s changing — and I love it.

Women are stepping into leadership roles at an accelerating pace, bringing fresh perspective, emotional intelligence, and collaborative strength to a traditionally male-dominated industry. Yet for all our progress, real equity is still a work in progress.

We need to be intentional — not only about representation, but about investment in the leadership pipeline.

To ensure our industry evolves in a way that reflects the diverse world we serve, we need to be intentional — not only about representation, but about investment in the leadership pipeline.

MENTORSHIP AS A MULTIPLIER

My passion for mentorship is personal and profound. I’ve benefited greatly from mentors — men and women — who saw potential in me before I saw it in myself. Now, I feel a responsibility to pay that forward.

That’s why I’m so deeply involved with the Southeast Produce Council’s Next Generation Leadership Academy, a program designed to elevate emerging leaders with tools, mentorship and a powerful network. This academy gives them a seat at the table and the confidence to use their voice when they get there.

Programs like this are leadership accelerators. They create access, visibility and pathways that didn’t always exist before. And in a time when the industry is struggling with labor shortages and succession gaps, nurturing young leaders is not just the right thing to do — it’s the smart thing to do.

FROM COMMITMENT TO ACTION

At Westfalia Fruit, we’re committed to building a leadership culture that mirrors our values: inclusive, courageous and future-focused. We’re in a transformation phase ourselves. Our ambition is to put stronger structures in place that invest in our people and their leadership path.

We are designing an accredited leadership academy that will focus on leadership development across the globe and I am very excited for that to take life. I encourage my team to pursue and accept leadership opportunities — both within and outside of the company, maximizing opportunities to learn from industry leaders, company leaders and each other.

Leadership isn’t about a title or position; it’s about the willingness and drive to encourage others to find and use their own power. At Westfalia, we are committed to bringing out the best in each other through a relentless pursuit of and support for individual, company-wide and industry growth.

LOSING TALENT WE DESPERATELY NEED

Here’s the hard truth: If we don’t evolve how we develop and promote talent — especially diverse talent — we’ll lose it. Next generations entering the workforce are looking for more than a paycheck: They’re seeking purpose, balance and a clear growth path. If we don’t provide those things, they’ll find them in other industries.

The produce business is unlike any other — fast-paced, mission-driven, deeply connected to the land and the health of our communities. It should be a magnet for young, ambitious talent, not a maze. But that means we need to dismantle outdated structures, challenge unconscious biases, and normalize women leading at every level — from farms to boardrooms.

WHAT SUCCESS LOOKS LIKE

Success isn’t a single moment or milestone — it’s a movement. Imagine an industry where multigenerational teams collaborate seamlessly, blending wisdom and curiosity. Where innovation isn’t limited by hierarchy. That’s the future I envision.

For the industry to thrive, we need current executive leadership to engage and provide more mentorship, and more companies that see leadership as a crop worth cultivating. It’s more women speaking on industry panels, inclusion of the next generation learning how to run operations, negotiate contracts, build brands, and owning their value in spaces where they were once underrepresented. It’s more seasoned leaders mentoring with intention. It’s companies redesigning leadership pipelines to be more equitable and visible.

To the next generation in produce: You belong here. Your voice matters. Speak up, even when your heart is pounding. Ask for the opportunity. Say yes before you feel fully ready — growth happens outside your comfort zone.

To industry leaders: If you want to future-proof your business, invest in the next generation. Don’t wait for talent to prove itself before you support it. Be the mentor who changes someone’s trajectory. Elevate their seat at the table and then listen when they speak.

Raina Nelson is president of Westfalia Fruit USA.