Joe Watson, Longtime Produce Retail Leader and IFPA Executive, Dies at 62

The produce industry has lost a great one.

For decades, the fresh produce industry relied on Joe Watson, not just as a veteran retail mind, but as a steadying compass and dynamic presence. A leader whose influence spanned the store floor at Rouses Markets to the national stage as the International Fresh Produce Association’s vice president of retail, foodservice and wholesale, Watson had a true and meaningful impact on the industry for decades.

Watson died following a prolonged and brave battle with cancer on Aug. 24. He was 62 years old.
A former Packer Produce Retailer of the Year and Packer 25 award winner, Watson was an invaluable resource to The Packer and Produce Market Guide for many years.

“There was something about Joe that always left me feeling good after every interaction with him. He was that kind of guy,” says Amy Sowder, former editor of Produce Market Guide and retail editor of The Packer, who worked with Watson on his columns for The Packer and PMG, as well as the quarterly PMG produce merchandising contest awards series, where he judged submissions and contributed to video presentations.

“He made time for me no matter how busy he was, and he was a busy man,” says Sowder. “That’s because he was passionate about this industry and the value it provides to the public.

“But Joe was more than that,” Sowder continues. “He was an example of how rewarding it can be to love your job, be professional and knowledgeable, uplift other people and show their good work — but never at the expense of your family, your faith and whatever you believe should be prioritized at the end of the day.”

A longtime columnist of The Packer and PMG, Watson’s insights brought a rare mix of operational grit and forward-looking wisdom to every piece he penned, always reminding readers of the foundational power of genuine human connection.
His belief in the power of presence was more than an abstract philosophy; it was a core standard by which he lived. As he wrote for The Packer in 2024: “When a company looks at engagement only as an expense and not an investment, it is much easier to just say ‘no.’ But when a company realizes the possibilities of being engaged, being present and connected, and building a broader network that can benefit their business, the value it brings their brand is exponentially greater than any price promotion or massive display they can build.”

That commitment to showing up defined his career and earned him the deep respect of peers across every segment of the fresh produce community.

“Joe was synonymous with many of our connections and engagement with the buying community in our industry,” says IFPA CEO Cathy Burns. “A true retailer at heart who was quick with a handshake and who knew practically every buyer by face and name. His stories about his ‘retail days’ were legendary, sharing merchandising success stories and pictures of stores he since visited. The industry consistently looked to him for his insights and analysis of our sales data and consumer trends. His passion for our industry was only surpassed by his faith and love for his family.”

Watson joined IFPA legacy organization PMA in June of 2015, where he was hired as vice president of domestic business development. Prior to joining PMA, he was the director of produce for Thibodaux, La.-based Rouses Supermarkets, where he managed the produce departments’ operations of the chain’s 46 retail stores.

Per his obituary, family and friends are invited to a visitation on Aug. 31 at Chauvin Funeral Home in Houma, La. from 5-9 p.m. Visitation and service will continue on Sept. 1 at Sacred Heart Catholic Church in Montegut, La. at 9:00am until service time at 11 a.m.

IFPA, The Packer and PMG extends heartfelt condolences to Watson’s wife Jeannie, his two daughters, granddaughter, family members and countless industry friends who knew him.

“He was cool, funny, enthusiastic, open and vulnerable about his cancer process,” says Sowder. “He loved to share stories, whether it was about his supermarket days or his latest update on treatments. Our industry isn’t the same without Joe, but he left a lasting impression.”

Some of our favorite Watson columns:

The Time Has Come to Lift All Produce Boats

Conditioning: The Art of Educating Consumers on Fresh Produce

Understanding the customer experience and how to keep ‘em coming back

The Produce Manager Can be a Complex but Valuable Asset for Store Success

Why it Matters to be Present and Engaged in the Industry

Capture that holiday state of mind with merchandising mastery