2022 Packer 25 — Joe Atchison
The 2022 Packer 25 is our annual tribute to 25 leaders, innovators and agents of change across the fresh produce supply chain. Each year, The Packer invites the produce industry to nominate distinguished veterans, leaders and rising stars of the fresh produce industry. As always, our editorial team was energized and awed by the talented pool of nominees this year. Now in its 18th year, The Packer is once again spotlighting 25 dynamic and inspiring people who are moving the produce industry forward.
The following has been edited for length and clarity.
Joe Atchison, assistant secretary and director of marketing and development of the New Jersey Department of Agriculture
Describe your current job role, where it is and why you like it.
Atchison: In my director role, I oversee the development of marketing creative and strategy promoting our Jersey Fresh brand which represents fruits and vegetables grown here in the Garden State that meet or exceed USDA No. 1 or better standards. The Division of Markets also includes regulatory services for dairy licensing, organic registration, feed and fertilizer, among others. We are also proud to lead the country in food safety inspections and audits making sure New Jersey growers meet requirements of the Food Safety Modernization Act. I am headquartered in the state capitol of Trenton, but my position takes me across the state and around North America. I truly enjoy my job because it provides new experiences and challenges almost every day.
How did you get your start in the produce industry?
I worked for an ad agency that serviced the Jersey Fresh account many years ago. An opportunity with the Department of Agriculture opened in 2005, and I was invited to join the department’s marketing team. I continued to expand my knowledge of the industry and was promoted twice before becoming director of marketing in 2020. I was honored to be selected as the assistant secretary in January of this year by New Jersey Secretary of Agriculture Douglas Fisher and the New Jersey State Board of Agriculture.
What professional accomplishment are you most proud of?
While awards and accolades are much appreciated, I believe developing a strong, effective team, being able to identify a person’s potential, coaching people towards success and working together to reach our goals is the most rewarding accomplishment.
What are some goals for the future?
Professional goals for the future include expanding New Jersey’s value-added, ‘Made with Jersey Fresh’ program, encouraging more craft breweries and distilleries to source and incorporate Jersey Fresh produce into their products, and continuing to seek out opportunities and developing relationships to help keep the garden in the Garden State by supporting New Jersey farmers.
Which fruit and which vegetable are almost always in your kitchen?
I mainly try to focus on eating the seasons in New Jersey. I look forward to strawberries and sugar snap peas in the spring, the best sweet corn and peaches in the summer and tart apples and potatoes in the fall. Additionally, my whole family’s favorite vegetable is green beans. My kids are older now but still love them like they did when they were young and ate them raw for a snack.
Name your favorite efficiency hack.
I work in bursts of 25-30 minutes followed by brief breaks to clear my mind and catch up with the team. I find I am more focused on my tasks, and this allows for fewer distractions. Recently, I have learned there is an actual name for this way of structuring your workflow. It is called the Pomodoro Technique. Interestingly, the word Pomodoro is Italian for ‘tomato,’ one of New Jersey’s best-known crops.
What’s a little-known or fun fact about you?
I pride myself on the amount of useless 70s and 80s music, movies and TV trivia rattling around in my head. I also enjoy going to the community farm market each Saturday in season — talking with the growers and then taking my parents their favorites fruits and vegetables, fresh from the farm.
