What is the single most urgent shift the produce industry must make today to ensure it remains sustainable and profitable in 2030 and beyond?
“I don’t think there’s a single shift that encompasses the work that needs to be done, but I do think there’s one fact that we need to stay focused on: people aren’t eating enough fruits and vegetables. According to IFPA, 90% of Americans fail to meet recommended fruit and vegetable intake levels. That’s a public health crisis that we as an industry have both the means and the will to impact. That must be the goal that aligns our collective passion and efforts.”
Julia Weber is a passionate fresh produce industry leader who has built her career around connecting people, ideas and fresh food.
As vice president of marketing at Pure Flavor, she has helped shape strategies that bring consumer insight, creativity and commercial thinking together to drive growth.
An active industry leader and member of the International Fresh Produce Association’s Leadership Program Class 30, Weber is committed to advancing the produce industry, developing the next generation of leaders and championing fresh produce in an evolving marketplace.
Outside of work, she can be found at a soccer field or hockey arena watching her kids play sports.
