Editor’s note: The following profile is from the 2024 Packer 25, our annual tribute to 25 leaders, innovators and agents of change across the fresh produce supply chain. (You can view all honorees here.) This feature has been edited for length and clarity.
Ajit Saxena — Communications manager, Mucci Farms
As communications manager for Ontario-based Mucci Farms, Ajit Saxena has played a pivotal role over the past eight years, driving growth of the company’s social media presence and digital advertising strategies. With a decade of experience in controlled environment agriculture, Saxena has become a passionate voice in the industry.
Originally from Toronto, Saxena started his professional life as a DJ in Windsor, Ontario. He then spent a decade in broadcast media before transitioning to the produce sector. This included six years in the Cayman Islands, where he built a successful career as a radio personality and music director.
Today, Saxena is leveraging his media background as the host and producer of the award-winning “Spill the Greens” podcast, which explores key topics within the CEA industry.
Your energy, talent and market intelligence around the Mucci brand is inspiring. What is it about the fresh produce business and your role in it that drives you?
What fuels my passion for the fresh produce industry is my strong belief in Mucci Farms and the controlled environment agriculture sector. Every day, I’m inspired by our industry’s shared goal of raising awareness and making fresh fruits and vegetables more accessible, knowing that what we do truly impacts people’s lives. It’s incredibly fulfilling to be part of something so meaningful, and it’s hard not to feel motivated by that.
When I think about the culture the Mucci family built over 60 years ago, now carried on by Bert, Danny, Gianni [and] Joe, along with numerous great leaders at the company, I feel a deep sense of pride in our work and the team I represent. Their dedication to the community, passion for the business and focus on quality and innovation are truly inspiring.
We don’t just grow great produce — we nurture a culture of gratitude and generosity. It’s this mission and culture that drives me every day, knowing we’re helping people while staying true to the values at the heart of our company.
What’s the best career advice you ever received, and how has it influenced your journey?
One of the best pieces of advice I ever received came from an old boss during a past life as a DJ and radio personality in Canada and the Cayman Islands. I actually didn’t realize that it was the best advice I ever received until recently. He said, “Don’t worry about what you’re doing for work as long as it’s honest and you’re working hard to be great at it. Just doing great work, no matter what it is, will give you skills that will serve you in ways you can’t foresee.”
At the time, I was in my late 20s and started to worry a little bit about my future because I didn’t have the typical professional experience. His advice didn’t fully resonate with me back then, but now I understand how valuable it was.
The skills I developed — networking, public speaking, experiential marketing, copy writing, media training, audio production — helped me transition into a successful marketing career in the produce industry. I have applied all of those skills to my produce career and even launched an award-winning podcast called “Spill the Greens,” something I never would have imagined. None of this would be possible without those experiences.
What is one goal, personal or professional, you’ve set for yourself in the year ahead and how will you achieve it?
My biggest dream is to play a key role in national and global ad campaigns, a goal that drives my passion for growing professionally. Every year, I’m focused on building my skills so I can bring even more to this constantly changing industry and find new ways to bring powerful stories about healthy eating to life.
I also believe that many of the major health problems we face today as a society can be tackled through the produce industry, especially by promoting better nutrition and healthy eating on a big scale. Advertising has the power to shape perceptions, influence habits and inspire positive change. I want to use this platform to encourage healthier lifestyles and make fresh, nutritious options more attractive to young people.
This year, like every year, I’m focused on improving my creative and strategic skills so I can contribute at a higher level. I’m diving deeper into what makes campaigns successful and how they connect with people on an emotional level. I want to use this platform to promote how amazing CEA is and, as we say at Mucci Farms, make fresh, flavorful, greenhouse-grown produce more attractive to everyone, especially young people.
