Lori Bigras’ career has spanned more than 30 years, covering everything from fresh-cut flowers to berries to broccoli and more. Bigras, communications manager at Ocean Mist Farms, said that during her time in the fresh produce industry, her passion has continued to grow.
“As I learned more about the challenges of farmers — who steward the land, who know long days and hard work, and who in many cases plant their own money in the ground, unsure of what the payoff will be and if Mother Nature will cooperate — my respect grew,” she said. “And [for] field crews who work tirelessly, day in and day out, doing grueling work in the too cold mornings into the too hot afternoons, my reverence grew.”
Bigras said she’s so proud to be in an industry filled with honorable, hardworking, salt-of-the-earth people.
“And an industry whose efforts help feed and nourish our nation and beyond, that felt very worthy to me,” she said.
Bigras said she’s so proud to be a part of a family-owned legacy company in its fourth generation in Ocean Mist Farms.
“Celebrating our 100th anniversary last year, the history of this company is rich with those hardworking, salt-of-the-earth people that I want to represent through my efforts and contribution and help carry on their hard-earned legacy,” she said.
The Packer: Have you had any female mentors or role models who helped shape your journey?
Bigras: I’ve been extremely fortunate to have some amazing female role models and mentors over the years who saw potential in me and made a concerted effort to shape me and grow me. Their efforts made opportunities available to me that I am eternally grateful for.
I also recognize that I stand on the shoulders of so many amazing female leaders who have paved the way for myself and generations of young women over the years. I strive to exemplify the qualities I admire most from their example, weaving them into my daily efforts to lead by example — especially for young women just beginning their careers in the produce industry.
What advice would you give to young women considering a career in produce?
As I think about how to respond to this question, I feel like my answer won’t necessarily be specific to the produce industry, but more to young women in general who are starting off in their career. My advice would be:
- Stay curious — Ask questions, read everything, be a lifetime student, seek opportunities to explore what you don’t know. Stay open-minded; you will encounter many perspectives different from your own, and each one holds value. Everyone has something to teach you.
- Be a team player — You will undoubtedly serve on many teams over the course of your career, so be a thoughtful and respectful team member who is fully present. Put your phone down, take notes and ask questions — lots of them. Raise your hand, step up, volunteer, be willing to help out. It’s not just a chance to learn, but to build meaningful relationships along the way.
- Collaborate — Listen, learn and contribute. Be receptive to input from others and don’t be afraid to share your viewpoints. Have confidence that your thoughts and opinions matter. Trust your instincts and know that your perspective adds value.
- Be a process improver — Improve everything you touch. Learn any processes you inherit, and as you use it identify efficiencies that would improve it, then take the initiative to make modifications. Approach every new procedure or system you develop with a mindset of continuous improvement. Always leave things better than you found them.
- Network and seek out mentors — This will serve you throughout your career. Foster relationships with people from all areas of your organization, not just your department. Ask questions, solicit advice, lean on people who have more experience — and different experience — than you. Then develop and nurture those relationships.
- Have fun — Work hard and keep your work priorities straight, but have a little fun too. This helps to build trust, morale and strengthen relationship, all of which contribute to increased productivity. And let’s face it, we spend more time with our colleagues than with our own families, so contributing to creating a positive, enjoyable environment benefits everyone.
And it goes without saying: Learn everything you can about your company and the agriculture industry from the ground up. (Pun intended.) Regardless of whether certain areas will touch your role or not, having a well-rounded understanding of all the facets of your company and the broader industry will serve you throughout your career.
Where do you see the future of the produce industry heading, especially for women in leadership?
While historically agriculture has been largely male dominated, the reality is, what industry hasn’t? Women are so important to the fresh segment and the ag industry, and I think we’re hitting our stride and effectively demonstrating the value we bring to this sector. Over the course of my career, I’ve seen a notable shift and evolution in female leadership in this industry. We are, after all, in the demographic of the majority of fresh produce companies’ target audience.
We know the real value of value-added items as the primary shoppers, food preparers, lunch-makers and nutrition-seekers in the family. We drive innovation through our unique insights and experiences, and we have the ability to manage with a healthy balance of empathy and decisiveness simultaneously. As natural-born multitaskers, organizers and peacemakers, I see many of the hardwired characteristics in women come into play in this industry. Taking charge, nurturing relationships, driving change and continually seeking opportunities to process improve are things I’ve witnessed from women in this industry. And things that I strive to do myself.
How do you approach telling the story of fresh produce in a way that connects with today’s consumers?
Consumers are more curious than ever about where their food comes from — who grows it, how it’s harvested and how it reaches their local stores. We’ve evolved our social media platforms to serve not only as a space for connection, but also as an educational resource. Here, we listen and respond to questions, comments and concerns, taking every opportunity to pull back the curtain on farming and harvesting practices. By sharing this insight, we strive to build trust and help dispel common misconceptions about how fresh produce is grown.
We also know today’s consumers are time starved. They are often stretched thin, overworked and trying to balance it all with active lives, families and careers. They’re looking for ways to save time without sacrificing quality. Many people are also seeking medicine through food.
Nutrition is becoming more important to people, and when you can combine a nutritious meal option with something that’s quick and easy to prepare, all while being delicious, that is a winning combination. Consumers are eager for simple ways to serve wholesome, flavorful meals without spending hours in the kitchen.
Our website offers a wealth of information, from tips on selecting and storing to information on handling and cooking our vegetables. We’ve also created a series of how-to videos to guide consumers through various cooking techniques and recipes. This is especially helpful with artichokes, which can be a mystery to many. These resources help to demystify this fickle thistle.
What’s your favorite vegetable Ocean Mist grows, and how do you like to prepare it?
As a vegetarian since I was a teenager, that’s a tough one because I love so many of our premium vegetables. Of course, we’re best known for our Gold Standard artichokes (which, as a marketer, I feel compelled to remind people Ocean Mist has been perfecting the art of growing for 100 years now), but I would have to say my favorite vegetables come from the brassica family: cauliflower, broccoli, Brussels sprouts. I typically roast them with olive oil, ground salt and pepper, and maybe some garlic. Pretty basic, but oh-so-good.
Read more about The Packer’s 2025 Women in Produce:
- Rebeckah Freeman Adcock — vice president of U.S. government relations, International Fresh Produce Association
- Erika Allen — founder and CEO, Urban Growers Collective
- Kelly Hale — vice president of sales and marketing, Highline Mushrooms
- Angela Hernandez — Vice president of marketing, Trinity Fruit Co.
- Kristyn Lawson — president and CEO, Preferred Sales and Marketing
- Tina Lee — CEO, T&T Supermarket
- Robin Narron — marketing director and sales support, Nash Produce
