Editor’s note: The following profile is from the 2025 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.
Matt Hubbard — Director of sales, Local Bounti
Despite hailing from landlocked Boise, Ida., Matt Hubbard has had a long-time love for marine life, and he wanted to share that passion with the next generation. He has done so for years through mentorship. But, whether it’s fish or fruit, Hubbard — now director of sales for Local Bounti — stresses the value of leadership, mentorship and sparking passion in others.
What got you into the produce industry in the first place? What’s kept you there?
Fourteen years ago, I started as a regional merchandiser with Wonderful Brands, two months out of college. I knew nothing about produce, had a business marketing degree and was eager to get out in the field and prove who I was. As years went by, I learned more about the retail side of the industry and transitioned into specialty produce with Frieda’s. Working at Frieda’s with items like dragon fruit, kumquats and jackfruit is where my love for produce was born. I met amazing people, created many exciting retail and foodservice programs and built a wealth of knowledge for eight years.
Today, I am with Local Bounti as their director of sales, overseeing the foodservice channels and business development in the CEA (controlled environment agriculture) lettuce world. Attending shows and expos, building new relationships, and now being on the SEPC (Southeast Produce Council) board of directors is what keeps my drive alive for produce!
How has technology and innovation changed the fresh produce industry over your career?
Technology and innovation will continue to play a huge role in the future of produce. The biggest challenge I see in the future is food scarcity. We are only growing in population, and land and water is only becoming less and less available. In fact, by 2050 the world will need 70% more food.
Indoor farming will play a crucial role in the coming years for consumers, and I know more and more industry leaders are seeing that as the future path too. Local Bounti, with their patented “stack and flow” technology, is creating sustainable and innovate ways to feed the population, for example.
In terms of innovation, I think growers should not believe “innovation” is just new products. Changing the way an item is packaged, how sustainable factors can be applied to a current growing process or what energy sources can be reduced are all ways innovation can also take place.
You’ve been teaching kids for years. Are there any parallels between teaching and sales? Between teaching and leadership?
Marine biology was my first passion in college, which included teaching after-school programs and working at the Aquarium of the Pacific. My goal was to always bring the same passion and love I had for marine life to the students I taught so they could do the same for that next generation.
Produce is no different. Being part of the STEP-UPP committee with SEPC, for example, has been a great honor and opportunity to share my produce passion with some amazing people who are new to the industry. Just like teaching, being a mentor in our industry plays a huge part in my life. I have had many mentors in my produce career who have helped me pave the path of success, and I want others to have that same opportunity from me.
What advice do you give the kids when it comes to pursuing their futures?
The advice I have always given is to be open-minded and active. Every industry has opportunities with committees, outreaches, leadership programs that not only make you a better individual but builds your inner industry circle. There was a time I attended trade shows and knew no one. But introducing yourself, asking questions and being curious are the keys to a positive growth mindset.
My 6-year-old daughter tells me and her classmates that she wants to be a paramedic driver, pilot, and sell produce like her dad. I tell her every day: “Dream big and be passionate about whatever it is you want to do in life.” I want to always be available to support and guide someone young in the industry and build their love for produce.
