2023 Women in Produce: Raina Nelson

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.

Raina Nelson is the president and CEO of Westfalia Fruit USA, Oxnard, Calif.

The Packer: How did you become connected with the industry and Westfalia Fruit Marketing USA?

Nelson: The opportunity to join Westfalia came across my path in summer of 2021 as they were searching for a low-ego, high-performing leader to develop and execute U.S. strategy in a global organization. It was a combo that was really intriguing. Through the stringent interview process, I realized it was a purpose-driven business with a unique heritage founded on a set of core values and principles that were very much alive in the present-day business.

What do you enjoy most about your role?

I enjoy designing strategies to drive business forward and develop people. My teams’ successes are my successes. I love seeing growth in both the personal and professional realms for the people on my teams.

I also love the diversity of people and cultures that I have the privilege to work with. I get joy from learning new things and experiencing cultures across the world. The connections made by understanding and appreciating one’s culture can truly make the world more beautiful.

What is the most challenging aspect of your job?

Having the patience that the present is enough and being content with the pace of progress.

What is one accomplishment that you take pride in?

I am proud to have helped launch the Southeast Produce Council’s Next Generation Leadership Academy. It’s a program that brings emerging leaders together for a year, where they focus on developing courageous leadership skills. Future leaders are imperative to ensure this amazing industry has a bright future. The world depends on it!

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 would like our industry to continue to unite and collaborate on driving solutions to eliminate food waste that are byproducts of our operations through sustainable practices to eradicate food insecurity. Feeding the world and reducing carbon footprint for a sustainable tomorrow should be on the forefront of everyone’s minds.

How have traditional/modern gender roles evolved in your life experience?

I have seen the industry shift from male-dominated to female-forward. Today, I see more women support and help one another. Thankfully, I think the definition of leadership has evolved as well. It is not a title. Leadership is perpetually learning and sharing — and doing so in honest and courageous ways to build up others for a greater purpose than our own.

Who is a mentor/person who’s given you guidance and encouragement over the years, and how did they
do that?

I’ve had many, but Rick Estess has been a constant encourager and supporter for many years. He recognized my potential for leadership early on in my career and has been a huge advocate for mentoring young professionals in the produce industry. He intentionally checked in with me and would simply ask “How you doin’ kiddo?” or “You know what, I’ve been thinking about something … what do you think?” Rick is a brilliant connector, and I am so grateful I can call him friend.

What advice would you give to young women today who are just entering the industry?

Surround yourself with like-minded people, both women and men, who have a desire to mentor and develop future leaders. Never stop learning. Realize it’s a long road to wisdom but a short one to being ignored.

How would you describe your leadership style?

I have a servant leadership style. I tend to roll up my sleeves, and I like to understand the ground level of what makes a business tick. Understanding this helps drive sound strategy that considers a comprehensive lens.

What are one or two hobbies that you enjoy?

I love being in nature. It’s like medicine for my soul. I love gravel biking and hiking. I also love planning and preparing delicious meals for my friends and family. It makes me happy to have a table full of laughter and love.

Is there anything about you that you think would surprise people?

I am a business partner with my best friend, and we recently opened a wine bar, Hostess, in St. Petersburg, Fla. I have enjoyed learning about wines around the world through my travels. Hostess has been a really fun venture and is a beautiful space and fun opportunity to share some of my favorite wines with my hometown.

Name one lesson you learned going through the COVID-19 pandemic.

My definition of self-care changed. I learned to slow down and invest time in both my mental and physical self-care. I realized that I wasn’t giving enough time or attention to mental and spiritual components of self-care. Often, I felt like I didn’t have enough time or energy to allocate to this practice, but I realized I couldn’t afford not to. It gives me more strength and clarity.

2023 Women in Produce: Raina Nelson

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