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.
Michelle Deleissegues — Senior vice president of marketing, Gem-Pack Berries LLC
What experiences led you to a career in the produce industry? What advice would you give to young people wanting to begin a career in the industry?
I grew up in the Salinas Valley where agriculture was king at home (my father worked in produce) and in the community. I didn’t jump in intentionally, but when I returned after graduate school, the best jobs were in the produce industry. I was hooked immediately by the changing markets and face pace. Our industry is also a warm community, and customers and colleagues quickly become friends and family.
For those starting out in the industry, I would recommend being a good student — know the product and acquire a deep understanding of the full process, literally from the soil up. Don’t just focus on excelling at your daily responsibilities. I’m grateful for good mentors that encouraged me to learn all aspects from farming to retail merchandising. The boots-on-the-ground field estimates I did years ago enrich my understanding of how to position our berries today.
What excites you about your marketing position in the industry? What makes for an effective marketer today in the produce industry?
Gem-Pack handed me a relatively clean slate to start their program three years ago, with minimal previous marketing presence. It’s been a challenge to build presence and momentum in such a short time, but I find these types of challenges fuel my creativity. The possibilities inspire more ideas and ambition than time in the day. I believe an effective marketer needs to be nimble and flexible in such an evolving and fast-paced industry; ready to adapt our messaging to consumer, customer, regulatory and product demands. The foundation for that is to know your product inside and out, literally from the farm to the table.
How would you describe your leadership style? What makes you an effective leader?
I’m a “doer” and lead by example. I’m not afraid to get my hands muddy or tackle the small tasks, all the while leading the big projects. Along the same line, I’m a collaborative leader that is open to different perspectives; I like to look for ideas and inspiration outside marketing and beyond our industry.
What is one industry issue you are passionate about?
Sustainability always comes to mind, and I am a strong believer in being sustainably proactive, but this is part of a greater narrative. I’m passionate about being a storyteller for the grower. I’ve always worked directly for growers/farmers, and although there is more messaging in the public today from the grower perspective, I do believe there is still a lot of work to be done.
This is evident in the emails and phone calls we receive weekly from consumers, as well as the questions and conversations we field with customers. There is so much good that agriculture-based businesses bring to their communities, as well as the world at large, that is not being communicated, and I hope I can help change that.
