2023 Women in Produce: Natalia Merienne
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.
Natalia Merienne is the president, CEO and sales director for Avocado Queen – Anye Produce in San Diego.
The Packer: How did you become connected with the industry and Avocado Queen U.S. – Anye Produce?
Merienne: I wanted to be in a business that promotes eating healthy. I previously owned a juice bar in downtown San Diego, so my leap into the produce business was just that — a leap.
To start my company, I sold my condo in San Diego. The money that I got from the sale I put together with my life savings, and with that money I bought my first truckload of avocados from Mexico and then started selling them in the San Diego area. I was all-in on this adventure.
What do you enjoy most about your role?
What satisfies me the most about the industry I am in is that we are not selling just any product. We are selling a healthy lifestyle. Marketing a product that will bring a lot of benefits to the people who consume it really makes me feel good about being in this business.
What is the most challenging aspect of your job?
The most challenging aspect of being a business owner is keeping my personal life and job in balance. Being a full-time business owner and also a full-time mother is not easy, having to attend all the events that my business demands but also being able to do my responsibilities as a mother keeps my days really busy.
What is one accomplishment that you take pride in?
Being able to grow my company organically and responsibly is my biggest accomplishment as a business owner.
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?
I have a lot of thoughts about this particular point, but mainly I have two things to focus on.
- I think that we have to make a commitment to our planet, and little by little help to improve our methods and keep our growth as a business in a responsible and sustainable way. Everything that is done by the industry should be done protecting the planet and the environment. Implement loyal and ethical practices all the way from the field to the supermarkets, having fair treatment to our employees, using sustainable packaging, avoiding chemicals, etc.
- I would encourage other women to be part of this industry. We need more women to be part of the produce business that, as we know, is still male-dominated industry.
How have traditional/modern gender roles evolved in your life experience?
Over the years, opportunities have been expanding for women. Many doors have been opened to us to get involved in the produce industry and other industries. Women used to be destined to stay at home, cleaning all day and raising the kids. Now we have earned our place next to men, running successful businesses and owning companies.
Who is a mentor/person who’s given you guidance and encouragement over the years, and how did they
do that?
My grandmother was my inspiration. When I was a kid, she would always cook amazingly delicious and healthy food for the whole family. As part of our Mexican traditions, it is quite common to include avocados in our daily diets on everything — from salads to soups, and of course, our famous guacamole.
What advice would you give to young women today who are just entering the industry?
In order to have some success in this — and any — industry, you must have perseverance and discipline. But really, the produce business is a people business where building strong relationships with your customers, growers and team is particularly important.
How would you describe your leadership style?
I intend to be as open as possible. I try to be a leader who leads by example. I give my team enough freedom for them to create and propose solutions to a possible obstacle.
What are one or two hobbies that you enjoy?
I love skiing and going to outdoor adventures, like hikes and long walks in nature.
Is there anything about you that you think would surprise people?
People usually think that because I am part of a male-dominated industry, and because I’m working most of the time, I don’t enjoy homelike activities. The surprise is that I love cooking and baking, and I actually make the time in my schedule to do it.
People usually think that I don’t do, or can’t do, activities that regular mothers do, like going to Disneyland, going to the park with my kid or helping my daughter with her homework. They think that I don’t have that motherly and feminine side of me developed, when I actually am very crafty and I bake amazing parties or wedding cakes, and I do enjoy those activities. (Although even if they taste great, I don’t really eat cake.)
Name one lesson you learned going through the COVID-19 pandemic.
I learned many things. One of the most important is to not take anything or anyone for granted. We are used to selling wholesale, and our company actually survived because of the housewives who purchased the loads that we couldn’t sell — and because the community believed in us, in our product and our marketing and what we represent. And without that support, our company would not exist today.
I learned the importance of resilience and not giving up, to reinvent myself and my company as many times as it is needed to survive. And to live day by day not worried about tomorrow, but to be in the moment — to focus on what I can do right now to help my employees or my family or my community to get through the situation. And to work hand in hand with my employees to get ahead, not only as a company, but as a team.
