How did you get your start in the produce industry?
A couple times in my career I found myself working for a company or industry where my values and theirs were not aligning. I was working for a pharmaceutical distribution trade association when I once again had that feeling of misalignment. That was when I found an opportunity with United Fresh and knew it was where I belonged, helping the produce industry grow consumption through marketing.
What roles have you held during you career?
After 7 years of serving the industry as United Fresh’s vice president of marketing and communications, I most recently joined the team at Ten Acre Marketing as the senior vice president of creative. With a Master of Fine Arts in graphic design, this is not my first foray into the agency world. I spent some time at BFG (Beverage & Food Group) in Hilton Head before moving to the D.C. region in 2008. As a graphic designer I spent a number of years taking on freelance projects around the Southeast, helping small businesses succeed through brand marketing.
How would you describe your current role?
For years I would preach from the BrandStorm stage to fellow produce marketers about the trends in brand marketing, and small but impactful strategies we could use to grow individual businesses and overall consumption of fresh produce through marketing. As a senior member of the team at Ten Acre Marketing, I now get to put my money where my mouth is and put these strategies into practice for our clients. It’s very rewarding.
What do you hope to accomplish/contribute through that role?
The shared mission to grow produce consumption across our industry is inspiring, but it truly is a daily battle. I hope, through my work, that we continue to witness consumers’ awakening to health and wellness through nutrition. It starts at home where I can already see the results of nutrition by osmosis in my kids. I also still buy their food for them, so it might be a little more than osmosis…
What industry groups are you involved with?
Most recently I’ve joined the board of Global Women Fresh. I’ve admired this global group of tenacious women for years and have collaborated with them through the UN/SheTrades network, educating female farmers in Kenya on brand marketing strategies. I’m encouraged by their fortitude to advance women in produce and agriculture around the globe in meaningful ways.
What professional accomplishment are you most proud of?
BrandStorm will always be one of my greatest and most favorite achievements. A project of United Fresh’s Produce Marketing & Merchandising Council, I had the opportunity to bring our industry’s top marketers’ vision to fruition. The first year, 130 professionals gathered in San Francisco for the event. Six years later, virtually, more than 360 fresh produce marketers logged in. Tom Stenzel gave me the opportunity to run with this event and I believe I’ve left it in great hands. I’m looking forward to the next BrandStorm where I can attend and learn with my clients and peers.
What does leadership mean to you?
Leadership is an opportunity to elevate those around you. Whether behind the scenes, or from a stage, great leaders know how to motivate and encourage. I’ve spent many years observing leaders and taking mental notes of how to treat others. I’ve since made it a mantra that everyone’s ideas are valid, but it takes a great leader to be able to tease out those that are exceptional.
Who are some of your industry mentors?
United Fresh’s Produce Marketing & Merchandising Council raised me in the industry. My initiation was swift and their demands were great. I had to quickly learn not only how to bring my creative marketing experience into this industry, but also how to manage the many opinions of what success could look like in order to meet the collective objectives of the group. Cindy Jewell was the first chair of that council that I worked with, succeeding Roger Pepperl and followed by Mark Munger, who somehow managed to skirt term limits and stayed with me for four years as chair. I learned from the best as they all continuously were reminding me of the importance of my work. I would not be the produce marketer I am today if they had not dedicated so much time to nurturing my immersion into this industry.
What’s your favorite efficiency hack?
Picking up the phone. Innovations in technology allow us to voice a complaint through a bot on a website or text a message without witnessing the reaction of the recipient. I save time and emotions by picking up the phone when I need to have a difficult conversation or need a quick response. I often find the phone call surprises the person on the other end. Most of the calls we receive are usually spam. Just pick up the phone.
If you had to pick one fruit or vegetable to eat every day for the rest of your life, what would it be?
Beets. I have them every morning in a smoothie.
