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.
Rosey Reuder — Produce and floral buyer, Target
Rosey Reuder came to Target in 2018 as an intern. Though she interviewed in jewelry, she was placed in produce on the pineapple desk. However, Reuder says she realized that she loved Target — and the food and beverage space — and accepted an offer to return full time in 2019 as an associate buyer. She has worked across nearly the whole department and has most recently served as buyer for main vegetables, carrots and mushrooms.
Reuder says she thrives in fast-paced environments where she’s able to be decisive and form new relationships. This past year she was part of the Southeast Produce Council’s STEP-UPP group.
What advice would you give someone new to the produce industry?
My piece of advice to anyone joining the industry is to ask a million questions and really try to learn everything that you can; I always call it the A to Z, specifically when it comes to the retail side of produce. Take, for example, lettuce. I not only ask the where, when and how of growing lettuce, but also about the different varieties and what innovations they’re doing with that varietal.
Because, to the consumer or the guests, they may be looking at it like, “It’s a head of romaine,” but to the grower or the shipper, “This is XYZ variety of romaine.” And you don’t know that unless you start asking those questions. Then you realize it’s not just a piece of lettuce.
Then I ask how I can then use that knowledge as I’m learning the business to try and improve my business, either from optimizing the supply chain or optimizing which growers you’re working with because they’re doing processes differently. In the end, hopefully you have a better sales outcome and you’re able to then drive your business in a positive direction to build up that strategy.
What makes your work stand out in the produce industry?
I did not think I was going to work in produce when I was going through college. I really thought I’d end up on the data side of everything. I’m only 27, so I like to jump in and ask questions, and I think I sometimes push process change differently by thinking a little bit outside the box.
I’m big on innovation, and innovation within the core commodities space is small, but it’s always there. It’s always changing, so it’s like, “How do you choose faster and be strategic towards your business?”
I also aim for transparency, and I think that allows me to create strong relationships faster than maybe some other people.
The importance of innovation, transparency and data-driven approaches in the produce industry are key.
What’s your favorite produce item and how do you like to enjoy it?
I would have to say my No. 1 produce item that I buy the most is artichokes. Which is funny, because we don’t carry them at Target; I’m trying to bring it in because it’s something I eat all the time — especially going into the cold season. Being up in Minnesota, my favorite way to prepare them is steamed, served with butter, salt and pepper. It’s my all-time favorite.
