The fresh produce industry has been a new challenge for Potandon Produce’s Carter Bray, but it’s been one that he has welcomed.
“There’s just a variety of issues and topics that you face which keeps it really interesting and challenging,” Bray said. “Being with a living, breathing product like potatoes and onions makes it all the more challenging.”
Bray has spent most of his career in the food industry and Idaho Falls, Idaho-based Potandon was his introduction into fresh produce.
He worked for General Mills and Pillsbury Co., working with packaged goods, and Bray said there are a lot of overlaps between the two industries, though produce has its unique challenges.
“The kind of sense of urgency you need to have around when you actually harvest the potatoes and get them on their way to customers is important,” he said.
“Each player in that chain are all really important and have unique and different roles. That’s what makes fresh produce more challenging than packaged goods.”
In the past couple of years Bray has been a part of launching two new products that he is most proud of: One Step Done and Minute Mashers. Both are microwavable seasoned potato products. Minute Mashers come seasoned in a bag and make it easier for consumers to make mashed potatoes.
“We’ve taken a product that everyone loves but hates to make and made them accessible every day,” he said.
Another project Bray has been proud of was helping get another packing facility built. The team started at ground zero and 10 months later had a fully operational packing facility that incorporated technology that Bray said is unique to North America.
Understanding all components of production is something Bray thinks is important to those starting their careers in the industry.
“Your job might be marketing, but understanding our growers and what they do, the value that is created and understanding how people in the front line and our packing sheds do is really important,” he said.
“It makes you a better and smarter marketer and a better and smarter salesperson.”
Bray said understanding and appreciating what other people did is what made him a better leader. He advises that people should have a healthy sense of curiosity no matter what their career path is focused on.
“Don’t limit yourself. Have your eyes and your ideas wide open.”
