Across the commercial foodservice landscape, success relies on a tight alignment between back-of-house kitchen realities, supply chain flexibility and compelling industry messaging. To keep fresh produce at the center of restaurant menus, leaders must address labor constraints while telling authentic stories that resonate with operators and consumers alike.
Driving these strategies forward are 2026 The Packer 25 honorees Ralph Salinas, produce specialist for Sysco, Dez Forsythe, vice president of supply chain for Foodbuy and Ashley Sempowski, manager of communications and PR for the International Fresh Produce Association, who are strengthening the supply chain from the field to the kitchen counter.
In commercial kitchens, persistent labor shortages have shifted how distributors consult with culinary teams. Rather than promoting a one-size-fits-all product lineup, suppliers must evaluate specific operational needs to deliver the right fresh-cut formats.
“It really depends on the concept and what the operation calls for,” says Salinas. “This is where evaluating the customer’s operation is important so we can consult on which fresh-cut produce items make sense from both a labor and food-cost standpoint. Currently, I see operators becoming more willing to purchase pre-cut versions of high-volume commodity PLOT items — potatoes, lettuce, onions and tomatoes — especially when those products require significant prep and handling in the back of the house. The goal is not simply to replace whole produce with pre-cut, but to identify where the right format can reduce prep time, improve consistency, control waste and allow kitchen teams to focus their labor where it brings the most value.”
Aligning broadline foodservice demand with harvest availability also requires continuous two-way communication between growers and operators.
“I believe communication is key,” Salinas says. “We need to do a better job communicating with growers and packers about what foodservice operators are looking for to support their menu ideas, changing trends, specifications and volume needs. At the same time, we have a responsibility to educate chefs and operators on the importance of flexibility when it comes to size, grade, pack and seasonal availability. Not every application requires the same specification, and being more flexible can create additional opportunities for the crop, reduce waste and support greater sustainability throughout the supply chain. The better we communicate from the field to the operator — and from the operator back to the field — the better we can align what is being grown and harvested with what foodservice actually needs.”
Bridging that gap across sectors is a core focus of industry advocacy and trade gatherings like the IFPA Foodservice Conference.
“From my perspective, the Foodservice Conference is about creating the conversations that ultimately lead to more fruits and vegetables on menus,” says Sempowski. “It brings growers, shippers, distributors, chefs, menu developers and operators all together in the same room, allowing them to share their challenges, explore new opportunities and learn from one another.
“As a communicator, I see my role as helping tell the story of those connections,” she continues. “Behind every new menu item or business partnership is a relationship, and the conference creates the best environment for those relationships to develop. When people across the supply chain better understand each other’s needs, it becomes easier to bring fresh produce to more consumers through foodservice channels.”
Promoting produce consumption across the broader market also demands messaging strategies that look beyond basic health claims to focus on flavor and everyday relevance.
“The most effective messaging starts with understanding your audience and connecting produce to what matters most to them,” Sempowski says. “While health remains important, consumers are increasingly motivated by flavor, convenience, versatility and the overall experience that food brings to their lives. In my work, I focus on the storytelling that makes produce relatable and relevant. Whether it’s elevating the expertise of industry subject matter experts, highlighting emerging trends and innovations or focusing on the issues that matter most to our audiences, the goal is to move beyond facts and create meaningful connections. This industry has incredible stories to tell, and when we communicate them authentically, we help reinforce the value of fresh produce in people’s daily lives.”
Managing public relations during high-profile events provides a platform to spotlight the innovation happening throughout the produce supply chain.
“One thing I’ve learned in this industry is that many of our members don’t always give themselves enough credit,” Sempowski says. “They’re doing incredible work every day, but they’re often focused on what’s next rather than stopping to recognize the impact they’re having. That’s one of the aspects of communications I enjoy most. I get to help uncover those stories, elevate expert perspectives and show why the work being done across the produce industry matters.
“At an event like the Foodservice Conference, there are countless examples of innovation, collaboration and leadership happening in real time,” she continues. “My role is to identify the stories that will resonate most with our audiences and help ensure those voices are heard. For me, communication is about creating connections, bringing people closer to ideas, expertise and opportunities they may not have otherwise discovered. Being able to do that on behalf of an industry that helps nourish communities is both a privilege and a responsibility.”
As avocados make their journey from foreign orchards and domestic groves to kitchens nationwide, Forsythe emphasizes that the true engine of that success comes down to human connection rather than logistics alone.
“When our customers in New York, Tennessee or Texas enjoy an avocado, it’s easy to overlook the miracle of that supply chain,” she says. “Even today, though, that supply chain is successful because of people and relationships. Success comes from consistently delivering the right product, at the right quality, from the right source, despite ongoing market volatility. That requires trusted partnerships, not just purchase orders.”
And in an era defined by unpredictable weather, labor constraints and trade friction, Forsythe notes that the function of modern procurement has fundamentally shifted away from transactional haggling toward proactive risk management.
“Procurement’s role has evolved from negotiating price to fostering resilience. When weather events, labor disruptions, geopolitical challenges or trade issues arise, organizations with direct grower relationships can respond more quickly and effectively,” Forsythe says. “Rather than reacting to shortages after they occur, they can collaborate to shift sourcing regions, adjust specifications, reallocate supply and communicate proactively with customers and end users. This level of engagement moves us from transactional and reactive to strategic and proactive, driving supply continuity, building customer confidence and creating long-term value.”
