What is the single most urgent shift the produce industry must make today to ensure it remains sustainable and profitable in 2030 and beyond?
“The produce industry needs to make fresh food easier to choose for the next generation of consumers. As economics and shopping habits continue to shift, affordability and convenience matter — but so do approachability and desirability. We need to borrow from CPG, using innovation, branding and storytelling to create demand and [fit fresh food into daily routines]. If we can grow overall produce consumption and build lasting consumer demand, we grow the pie for everyone — from growers to brands and retailers, creating a healthier, more profitable industry for the long term.”
Amanda Sains is vice president of marketing for Joolies, where she joined the founding team in 2018 as the company’s first employee, before the brand officially launched.
With 13 years of experience in natural food and CPG, Sains started her career at two emerging beverage brands, gaining experience across marketing, sales and retail growth. She holds a master’s degree in integrated marketing communications and has helped build Joolies from the ground up, leading the brand’s marketing strategy, innovation and commercial growth.
At the intersection of CPG and branded produce, Sains brings a consumer-first mindset to fresh produce and is especially passionate about making the category relevant to a new generation of shoppers.
Originally from the Washington, D.C. area, Sains now lives in Long Beach, Calif., with her family, where she balances life in CPG with raising a young family — and still somehow never gets tired of talking about dates.
