Packer 25 2021 — Rafael Morera
How did you get your start in the produce industry?
My passion for produce began during the time I worked for Publix supermarkets starting in 1989. My produce journey took me all the way to the produce manager role in 1993, where I broke district sales records.
What roles have you held during your career?
I worked as a Publix supermarket produce manager and in the retail business unit (RBU) for my division for 18 years. Then I took on the challenge of starting my own produce business.
How would you describe your current role?
I’m a passionate cultivator of dragon fruit. It’s a very exotic, visually appealing fruit with wonderful nutritional properties.
What do you hope to accomplish/contribute through that role?
I want to offer the best grower-direct experience and secure distribution and packaging for our brand. I'm so passionate about dragon fruit because I feel I’m at the start of a trending super-fruit takeover like kiwi was in the 1980s. I remember kiwi being an odd fruit with great properties. Now, kiwi is almost a staple in shopping carts, and I’m confident that dragon fruit will be one day.
I’m also cultivating sugar apple, mamey and guava. I want to have a medley of super-fruits for retail—all grower-direct from South Florida from local growers like myself.
What industry groups are you involved with?
I worked with a team at the University of Florida in developing and researching dragon fruit. We worked hand in hand to master different methods of cultivating to help our community growers.
What professional accomplishment are you most proud of?
Seeing my dream become a reality in starting the South Florida Dragon Fruit Association and West Star Produce with their own retail identity and branding. With COVID-19 on the rise, we were quick in 2020 to promote our “new normal” so consumers could feel safer buying our fruit: dragon fruit bag and clamshell packaging. It flew off shelves at retailers, and other vendors have adopted the strategy.
What does leadership mean to you?
Guidance, attentive listening skills and impeccable worth ethic.
Who are some of your industry mentors?
My best friends and former Publix coworkers, Jorge Cabrera and Jack Castillo, both of whom retired. Sadly, Jorge has passed away, but we carry him and his values in our hearts in everything we do.
What’s a little-known or fun fact about you?
I’m a mean man on the grill. I love cooking on my days off on Sundays and getting creative with intricate meals. A man’s gotta eat!
What’s your favorite efficiency hack?
The internet. I cannot live without Google!
If you had to pick one fruit or vegetable to eat every day for the rest of your life, what would it be?
The fruit of the future—indubitably, dragon fruit!
