2023 Women in Produce: Martha Montoya
Editor's Note: The Packer’s 14th annual Women in Produce issue honors eight industry leaders who play pivotal roles in the success of their own organizations, as well as the produce industry as a whole. Read about this year's other honorees at the end of this story.
Martha Montoya is the CEO of Agtools Inc. in Orange, Calif.
The Packer: How did you become connected with the industry and Agtools?
Montoya: I have worked in the worldwide produce industry since 1995, approximately when I was hired by overseas companies to source originally processed fruits and vegetables — juice concentrates, frozen berries, etc. But my truly first sourcing job was sending flowers from Colombia to Europe, and I would have to stay on the runway of the airport ensuring that “only” flowers would leave and nothing was placed on the boxes — my first lesson that supply chain does not mean same for everyone.
After many years, many countries and many commodities gathering data across the globe, I launched Agtools, which now gathers data every 15 seconds from original data sources from across 114 countries and makes it easy and “edu-entertaining” to read.
What do you enjoy most about your role?
Smiles on faces of industry stakeholders when all things work out. This is a human capital-intensive industry, and we all have good times and definitively bad times, yet we all understand we are in for the long haul, so when projects, shipments, settlements are worked out, it is great to see people still smiling at each other.
What is the most challenging aspect of your job?
Getting attention from industry leaders on the importance of data. Our industry has two challenges: first — the way we gathered data in the past; second — our brains adjusting to read data; and third — trust on data.
The first one, since we all grew up on the industry, we trust our buddies in the industry at many levels to “inform” us about what is going on with the industry. This data has no validation, and many times information is delivered based on the priorities of the informant.
The second one is about our brains that have developed with limited data in one place versus young generations; many of us are “seasoned.”
Third, the “do not trust” of data, other than from our friends — rightfully so, as our governments and institutions are behind updating technology to fill faster and more reliably the “lagoons” of data; yet it is truly the most reliable data across the globe.
What is one accomplishment that you take pride in?
Getting OCC (Office of the Comptroller of the Currency) to finally influence banks via legislation to deploy more funding from CRA (Community Reinvestment Act) to our rural areas. It was “an overnight success” of over 20 years that started with personal meetings with Alan Greenspan and were then led by Joseph Otting during [President Donald ]Trump’s administration.
Where do you think this industry needs to go, or what would you like our industry to focus on more in the next few years?
Bringing more financial leaders to our specialty crop segment, and us showing them the need to support this segment of the ag industry — crucial for the health of humans and the communities.
How have traditional/modern gender roles evolved in your life experience?
I see more women taking decision-making roles versus assisting roles, yet there’s still a bit more to go as we lose them once they are on almost C-level. To get to C-level, women had worked two to three times more than male counterparts to prove themselves. C-level will require that extra effort and more — and sometimes for less pay, so decision to leave is easier.
Who is a mentor/person who’s given you guidance and encouragement over the years, and how did they do that?
He no longer is with us: Atomic Torosian used to allow me to explore and sometimes miss, yet he used to tell me to not give up trying new projects and goals. Little did I know, he was in tune with Silicon Valley beliefs of failing fast to move faster to the goal. He was a visionary in many aspects.
What advice would you give to young women today who are just entering the industry?
This is a marathon, not a sprint; it does take lots of mental strength, as rejections are part of the industry, not a gender issue.
How would you describe your leadership style?
Educational. As a past chemistry and biology professor, I tend to bring knowledge to everyone around me, as I believe that it helps those around me move the agenda. I strongly believe that is good karma — you give knowledge, someone will share theirs with me.
What are one or two hobbies that you enjoy?
Puzzles – I do one per day on my iPad. I listen to books on Audible while doing puzzles.
Is there anything about you that you think would surprise people?
Maybe. I am a cartoonist and had a successful career parallel to participating in this industry. In fact, I continuously arranged my produce life around the cartooning/licensing industry, which started in 1995 approximately. I had a worldwide comic strip represented by Tribune Media Syndicate.
I used to dream in Medellin, Colombia, reading comic strips in newspapers to become one. When I came to California, I found out that Charles Schulz, creator of Snoopy, lived in Santa Rosa, so I went unannounced to visit him. He was the kindness gentleman and taught me after several visits about comic strips, creativity and the licensing industry, in which he was pioneer.
More 2023 Women in Produce honorees
- Cecilia Flores Paez — T&G Global Ltd.
- Lilly Garcia — Texas International Produce Association
- Melinda Goodman — FullTilt Marketing
- Pallavi Joyappa — Emerald Packaging
- Natalia Merienne — Avocado Queen / Anye Produce
- Tamara Muruetagoiena — International Fresh Produce Association
- Raina Nelson — Westfalia Fruit USA
