Corona, Calif.-based Index Fresh celebrated Debbie Willmann’s 35-year milestone at the company on Oct. 22.
When Willmann began her journey with Index Fresh in 1990, George H.W. Bush was the U.S. President, California was the cornerstone of the domestic avocado industry and the total weekly U.S. avocado inventory averaged around 8 million pounds. Today she has advanced from her entry-level start to vice president of sales, growing alongside both Index Fresh and the rapidly evolving avocado industry.
“It was dynamic,” Willmann reflects, describing her early days as part of a small, close-knit team. “The first 22 years I was at Index, we were chasing demand.”
Willmann’s career with Index Fresh, as it has undergone significant growth since those early days, has included diverse roles ranging from accounts payable and receivable to accounting office manager, transitioning into sales and ultimately joining the executive team. Early on, she pursued a CPA designation, attending college at night while advancing within the company. Index Fresh has been a foundation for her continued personal and professional growth.
“I’ve walked in almost every pair of shoes in the company,” Willmann shares. “I haven’t driven a forklift, but nobody wants me to do that. Having well-rounded experience makes me a stronger leader.”
Willmann’s industry engagement extends beyond Index Fresh. She serves as treasurer for the Hass Avocado Board and sits on the Chilean Avocado Importers Association board.
“Debbie brings passion and energy to the Hass Avocado Board,” says says Bob Schaar, HAB chair. “We are very fortunate for her many years of dedication and commitment in support of our mission and vision. Through her board service, she has helped move the industry forward.”
Strong relationships are the heart of sales, and over the years, Willmann has built lasting connections with some of the largest buyers of Index Fresh avocados. The company says her customers know her as a consistent resource — when they call, it’s Willmann on the line, ready to help with her approachable style and deep understanding of client needs.
“When it comes to institutional knowledge, Debbie is a key asset to our team,” says Index Fresh CEO Steve Roodzant. “She has a keen sense for current market conditions, drawing on more than 30 years of deep industry experience.”
Willmann has continuously sought new opportunities for growth. In 2021, she enrolled in the California Agricultural Leadership Program, a 17-month experience she describes as monumental for her development as a leader. As a member of the program’s 51st class, she has applied its teachings to her approach in management.
“In life and on the job, I’m a true believer in leading by example,” Willmann says. “I never ask someone to do something that I wouldn’t be willing to do myself.”
After 35 years, Willmann remains committed to serving her industry relationships and the Index Fresh family, with no plans to slow down, the company says.
