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 most urgent shift is moving from commodity-based selling to demand-driven, branded marketing — investing in consumer education, health positioning and everyday use occasions rather than relying on habitual or holiday-driven purchasing. Water-use efficiency and climate resilience in growing regions are a close second, given how concentrated much of U.S. produce production is in water-stressed areas like the Southwest. This is why we have implemented a lot of regenerative growing practices to ensure we are being good stewards of the planet.”
David Baxter is CEO of Bard Valley Date Growers, the grower-owned cooperative behind Natural Delights, the No. 1 date brand in the U.S.
Over eight years, he has guided the company to market leadership through premium positioning, digital innovation and a commitment to sustainability, all while honoring the growers behind the brand.
He lives in Michigan with his wife and two daughters, and the family is happiest traveling, camping and hiking together.
