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.
Nathan Pumplin — CEO, Norfolk Healthy Produce
Nathan Pumplin is on a mission to break down barriers to bioengineered fresh produce, like Norfolk Healthy Produce’s purple tomato. The CEO is focused on developing better purple tomatoes and engaging with the supply chain — right down to the consumer — to introduce them to a tomato that he says not only has nutritional benefits and tastes great, but shelf-life advantages as well.
Describe your path to the produce industry and the legacy you hope to leave it?
I started as someone who loves to eat fresh fruits and vegetables and took joy in shopping for produce. My path then grew from my 20 years of work in plant biology research, which gave me an appreciation for the genetics and farming conditions needed to grow excellent produce.
I hope to leave a legacy of excellent, distinct products, which are shaped by groundbreaking innovation balanced with respect for the industry’s traditions and culture.
Norfolk Healthy Produce is the company behind the purple tomato. What has been the greatest challenge and the greatest opportunity in bringing the purple tomato to market?
The greatest challenge: Our purple tomato is bioengineered. We needed to understand where consumers and the industry stood. We quickly learned that the majority of consumers wanted our product. The industry has taken longer to educate, because they had been told a myth for so many years that a majority of consumers would resist products like ours.
The greatest opportunity: In the crowded category of tomatoes, we have launched an exciting product that has nutrition benefits, jaw-dropping looks and excellent taste. We are now set to grow distribution dramatically.
As CEO of Norfolk Healthy Produce, what do you enjoy most about your role and why?
Working with people on a variety of challenges. From our brilliant, committed team to our enthusiastic customers, I enjoy the chance to make progress together.
What’s one personal goal you aim to achieve in the year ahead, and how do you think it will feel to achieve it?
I want to continue enjoying time with my two young sons and growing with them. Achieving this brings unbelievable joy and satisfaction.
