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.
Cassie Howard — Senior director of category management and marketing, Sunkist Growers
What is one factor/experience that has been instrumental in your path to a career in the produce industry?
One experience that stands out was a trip I took with my surrogate grandfather to watch the almond trees being shaken during harvest. I wasn’t raised around agriculture, but that moment changed everything and had me hooked. In high school, I got involved with FFA and started showing lambs.
My ag teacher, Mrs. Potstada, encouraged me to dive into ag leadership, take on FFA officer roles and compete in proficiency contests. I was able to find my niche, which opened doors for scholarships that funded my ag business degree. I ventured into the real estate industry for a while, working in land acquisition and new home marketing, but my passion for agriculture brought me back. It’s hard to imagine doing anything else.
What defines success in category management? What is one way you get to that goal?
I love data and am a self-proclaimed data nerd. What excites me the most is using my love of data to create compelling, fact-based stories that can inspire smart decision-making. I enjoy seeing insights come to life through actionable strategies that drive and lead to customer success. The key to achieving this is to go beyond the surface — digging into the next layer of information to truly understand the “why” behind the trends and being able to ask the next question to uncover more.
How would you describe your leadership style? What makes you effective as a leader?
I am organized and focused on setting clear objectives that help each team member find a path to success in their unique role. I think that every person on the team plays a key part in our collective success. Being able to share the joy of those successes while also working hard is important to me. I have made an effort to get to know my team members individually, spending one-on-one time to chat, listen, advocate and offer guidance when needed. Building those personal connections is important to me, and it helps create a supportive environment.
What is one industry issue you are passionate about?
One issue I’m passionate about is the disconnect between consumers and their food. There is a knowledge gap when it comes to understanding how food is grown, the hard work and passion that farmers put into each season, and all that goes into getting food to our tables.
This lack of awareness leaves consumers vulnerable to misinformation on social media, which often casts a negative light on the hardworking folks behind the food we eat. Closing this gap is so important. There’s an opportunity for a better and more accurate understanding and appreciation of where our food comes from and all the care that goes into producing it.
