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.
Mayra Marin Oviedo — Replenishment analyst and sales representative, Misionero Produce
Born and raised in Salinas, Calif., to a family connected to agriculture, Mayra Marin Oviedo, a replenishment analyst and sales representative for Gonzales, Calif.-based Misionero Produce, joined the company more than 10 years ago. Thinking that it would be her first job, she says she’s found a career she truly loves.
Oviedo’s roles have included scheduling, production planning, marketing, sales and more. In her spare time, she enjoys photography, gardening and taking road trips with her husband and two kids.
What do you believe is the most underappreciated aspect of your role in the fresh produce industry, and what are common misconceptions outsiders have about how the industry operates?
One of the most underappreciated aspects is the amount of coordination it takes to make sure produce arrives to customers fresh and on time. Every day involves several moving parts within the supply chain to deliver produce to the end user. We work hard to keep it seamless for the customer. From the outside, consumers sometimes think it’s as simple as pick, pack and ship, but the truth is it takes a lot of planning, teamwork and quick decision-making behind the scenes.
How have consumer preferences (e.g. for organic, locally grown, sustainably packaged produce) shaped your company’s operations or product-line decisions?
Consumers now expect more from us. They want organic, local and eco-friendly options. We are constantly looking for products and packaging to match those values. That’s pushed us to adapt our product lines and packaging to reflect those priorities. It’s also reminded us that consumers are paying closer attention than ever.
What global trends (climate, trade, food safety, etc.) do you think will most strongly affect the produce supply chain in North America in the next decade?
Consumer behavior will continue to change. People want food that is safe, transparent and responsibly sourced, but global issues like climate change, trade policies and food safety regulations will have huge impacts too. Growing regions are changing, seasons are less predictable and the pressures on supply chains keep increasing. The companies that stay flexible and forward-looking will be the ones that thrive.
Looking at the fresh produce industry, what do you see as the biggest opportunities for growth in the next decade?
I see growth in innovation. Both in the products we bring to market and in how we deliver them. Consumers are looking for healthier, fresher, ready to use, with less waste and more convenient options.
Are there innovations or technologies you are particularly excited about that you believe could transform logistics in the produce industry?
Automation and data are game changers. I’ve already seen how moving away from paperwork has sped things up and reduced errors. Looking ahead, smarter forecasting tools and automated systems in warehouses will help us work faster, cut down on waste and make more-informed decisions. I’m excited to see how technology will continue to make the supply chain more efficient.
How do you define success, and has your definition changed over time?
I used to define success as proving myself and handling the work. Now, it’s about building a strong, supportive team culture where we succeed together. That to me is success.
