Welcome to The Packer’s Fresh Take, a new column featuring advice and inspiration from leaders and innovators in the produce industry, in their own words.
Jan DeLyser, vice president marketing for the California Avocado Commission, shares the best marketing advice she’s ever received, what’s on her bucket list and more.
Tell us about your roots.
I began my career with The Packer. I was a journalism major from the University of Kansas and really liked what Jim Connell, who was The Packer’s publisher, had to say about opportunities in the industry. I don’t think he or the editor, Bill Coon, were ready to hire a woman in the mid-70s, but I’m sure glad they did!
Hit us with your best advice.
Over the years there are two pieces of advice I’ve received that continue to rise to the top. One is “try easy” meaning to trust yourself and not always feel that you push the pedal to the metal for a solution. The other is to avoid procrastination. Do the five things you want to do least on your list first.
Tell us about your best work.
Our current campaign, launched in 2020, is one I’m most proud of. The tagline is, “The best avocados have California in them,” and it’s something the California Avocado industry can own.
What’s produce’s biggest untapped opportunity?
Something the industry could still take advantage of is consumption. We have such great, nutritious products with fresh fruits, vegetables and florals that contribute to our wellbeing and lifestyle.
What’s your favorite produce?
At the risk of being predictable, my favorite produce item is California Avocados. I love to eat them out of hand, in salads, in guacamole and more!
How do you stay cool as a cucumber?
To unwind, I love to walk, play golf and read. Time with my adult children and our grandkids is also more cherished now than ever before! Once we can travel again, my bucket list has a family vacation on it.
What are you watching?
My quarantine entertainment recommendation: On the front end of the pandemic, Little Fires Everywhere, Defending Jacob and Ozark topped the list. More recently I watched Your Honor.
