2022 Packer 25 — Leah Halverson
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.
Leah Halverson, founder and CEO, Ten Acre Marketing, Grand Forks, N.D.
Ten Acre Marketing got its name from your great grandfather’s original 10 acres of potato farmland that eventually grew into the 30,000-acre Black Gold Farms. What does this family legacy of agriculture mean to you personally and how does it inform your work with clients?
Halverson: My family’s legacy means a lot to me and to the work we’re doing at Black Gold Farms and at Ten Acre Marketing. Personally, thinking about my great grandpa reminds me that we never know what risks, what passions and what connections will lead us down which paths. If he never took that risk, my family would be a lot different. And now, as a mother and an aunt, I know that I need to pay attention to some of my decisions and think how it may affect the next generation of my family.
With clients, we can tell the story of Ten Acre and show how proud we are of it. The story of how we got here, most of the time excites and inspires clients as it reminds them of their journey. The inspiration comes from looking back at how far they have come — respecting the work and the risks, appreciating where they are now — but most importantly, they can have the excitement of where they or their organizations will go. It’s about advancing that story, advancing your family and advancing agriculture.
What has been the greatest obstacle you’ve faced and overcome in your career? What did you learn from this experience?
The greatest obstacle that I’ve faced is my own beliefs that I can make a difference. Many times, I would get in my own way or I would wait for an opportunity, or wait for someone to invite me to participate. I would say some of that is because I’ve been lucky enough to be advised, mentored and work with so many great people who have been in positions to make things happen for others. So, I would just wait for the opportunity to present itself.
Once I discovered my voice and realized that instead of waiting for opportunities to happen, I could make them happen on my own, everything changed. I learned that the people whom I admire are willing to help and support me, but I need to take the lead. When I sat down with my family and told them I wanted to start an ag-focused marketing agency called Ten Acre Marketing, they were more than supportive, but I had to take initiative to make it happen. If I just waited for someone to ask if I wanted to do this, it never would have happened.
What inspires you most about a career in the produce industry?
The thing that inspires me the most about a career in the produce industry is watching people make change that matters. Being able to be involved with elevating something as wonderful as produce and elevating those who grow, and supply produce is an absolute honor. Growing up on the farm, I just thought grading potatoes after school was a chore and didn’t really understand how much went into getting those potatoes on the plates of families. I’ve learned a lot since then, and I also know I have a lot more to learn.
We’re doing great work — we’re doing work that supports families, supports farms and supports health. All that and then mix in some of the most amazing people who make me smarter, make me laugh, push me to be better and to have become a part of a bigger family is something that I will always be thankful for.
Name one experience/accomplishment you want to cross off your bucket list in the next five years?
In the next five years, I really want to travel more. I want to travel to learn and experience and explore.
The world has been through a great deal in the last several years. What are you most looking forward to in 2023?
In 2023, I’m really looking forward to being able to change the way people talk about agriculture. We’ve learned so much the past few years, and different organizations have taken some great risks. Farmers have been unbelievably innovative and consumers are smart and demanding. There is no normal. There is no consistency. There are no five-year plans. I’m excited about the fast pace and changing environment. But mostly, I’m excited about the brilliant people we will get to work with and the fun we’ll have advancing agriculture.
