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.
Ashley Yager — Marketing director, Alpine Fresh Inc.
Ashley Yager’s journey at Alpine Fresh started when she joined the company at 19 as a part-time filing clerk in its accounting department, eventually taking on the role in accounts payable.
In 2013 her career path took an unexpected turn. Yager realized the company needed an updated website and someone to help manage other brand fundamentals. In her spare time, she began to take on such roles at Alpine Fresh — and that’s when she also found her true passion. She formally transitioned to a marketing and brand management role in 2014.
In 2016, Yager helped Alpine Fresh create an out-of-the-box organic brand to market its expanding organic product line — Hippie Organics. The concept utilized positive messages and artwork to inspire consumers. Yager said Hippie Organics was a hit and has had a compound annual growth rate of 20% since its inception.
Yager led Alpine Organics through a corporate rebranding — from logo to packaging — to create a uniform look across its seven categories, and in 2022 she spearheaded the branding of the company’s new Sweet Karloine blackberry. She recently helped the company launch its Mango Fries SKU under the Hippie Organics umbrella, as well as Super Blues Jumbo Blueberries.
What’s your favorite part of being in the fresh produce industry?
My favorite part of working in the fresh produce industry is the opportunity for innovation. It’s exciting to be part of an industry where innovation directly benefits people’s health and the environment.
Tell our readers a little bit about Hippie Organics and the partnerships with local events, schools and community outreach programs. Why are those relationships important?
Alpine Fresh is not just passionate about growing high-quality produce; we’re equally committed to giving back to the communities we serve. Our collaborations with local events have allowed us to engage directly with our community. Whether it’s sponsoring and supporting charitable causes or participating in local festivals and community cleanups, these events give us a chance to share our story, showcase our produce and build relationships with people who care about where their food comes from.
One of our favorite local nonprofits we have partnered with is Clean Miami Beach, whose mission is to create a sustainable, plastic-free environment that protects marine life and preserves natural beauty for generations to come. They have hosted 319 cleanups and collected over 100,000 pounds of trash.
What does the future hold for organic produce?
I believe the future of organic produce to be incredibly promising as consumers become more health-conscious and environmentally aware. Now more than ever, people are prioritizing health and sustainability in their food choices. Organic produce appeals to those seeking healthier and more natural options. I expect this demand will only grow and push us towards innovation and advancements that will support the growing demand and make organic produce more accessible.
