Welcome to The Packer’s Fresh Take, a column featuring advice and inspiration from leaders and innovators in the produce industry, in their own words.
Melinda Goodman, marketing specialist for FullTilt Marketing, tells us about her roots, her most memorable project and what’s on her bucket list.
Tell us about your produce roots.
I ended up in the produce industry by accident by way of North Dakota agriculture. I grew up in North Dakota on a ranch and expected that I would make my career in agriculture. I started in the small grains industry and was offered a job with the Red River Valley Potato Growers Association. At the time, I just thought about it like North Dakota agriculture. About six months into the job, I went to my first PMA Fresh Summit and my worldview changed. Potatoes are pretty much the only produce we grow in North Dakota, so we don’t really think about it in the same context as other produce producing states. All of a sudden I saw so much exciting potential and the rest is history. I’ve moved around the country and worked in a variety of commodity areas.
Hit us with your best advice.
Very early on in my career, a marketing mentor told me, “Be willing to work a little longer and a little harder than everyone else to build your skills and your knowledge so when you show up you know what you are talking about and earn your place at the table – especially because you are young, and you are a woman. It’s hard to dismiss you when you are smart.”
Coming from a farm I knew how to work hard, and I had a strong Mom and encouraging Dad who never accepted excuses and never put me in a box because I was girl. It built a lot of confidence in me, and having a mentor reinforce that same ethos helped me excel and grow quickly in my career.
Today I tell women basically the same thing, “Be smart and take your chair at the table … don’t wait for someone to invite you to take a space or share your ideas. Everyone is working to get recognized and heard so be your own champion and know your worth.”
What’s the biggest opportunity the industry should take advantage of?
I think it’s brand building and storytelling. Private label has watered down the opportunity to connect with consumers and help them understand where their food comes from, who grows it and why they matter. When I say storytelling, I don’t mean the fluffy we’re a third-generation family farm stuff … I mean true, authentic, peek behind the curtain, kind of storytelling that shows the good, the bad and the ugly, and helps consumers connect with a brand as the real people they are—not just a label. But it seems many brands are afraid that if they show something unpolished or even too real, they will offend someone. That’s the problem today, we’ve gotten so concerned about cultivating the perfect brand image we no longer know how to be real.
What’s your “silver lining” from 2020?
I think the silver lining was seeing my business grow. There was the immediate contraction in the early months, and the space to really focus and then set sights on strengths and opportunities for expansion and how we could help clients. I think we all need to be put into uncomfortable situations to make change.
What are you most proud of?
I think the most memorable accomplishment in my career has been being on the starting line for building the Disney Garden fresh produce brand. It was exciting to be part of the momentum the brand had and work with the amazing marketing minds at Disney. Our industry often had licensing programs, but Disney created a new level of energy for co-branded products and promotions we hadn’t seen before.
What keeps you cool as a cucumber?
In fairness I’m not a good unwinder and I know it. I’m a workaholic. It does help to have a puppy that creates distraction and needs walks. I also do enjoy camping and it helps me somewhat disconnect if we end up remote enough to take time away from constant email and work deadlines. Spending time on the farm and getting out on ATV’s also helps.
What’s your produce go-to?
It’s watermelon for sure—no preparation necessary. Just cube it up and eat!
Tell us about your pet.
We have a puppy that turned one on July 4th. His name is Sonny and he’s an Irish Setter. It wasn’t his planned name, but it was meant to be. The day we were scheduled to pick up Sonny and bring him home we lost our cat. It was a heartbreaking day that became a best day/worst day scenario. I cried the whole time picking out our puppy. He was born at Sunsetter Kennels on Sunshine Road. And as it was, he was one of two puppies (both boys) and they were calling them Butch and Sundance. As we drove home with our new puppy, my husband decided that his name should be Sonny since he was the only bright spot in a very dark day. And he’s been a bright red bundle of joy (and frustration) ever since, as every puppy is.
What’s on your bucket list?
Wow – the bucket list is so long, from traveling to Iceland, to hiking Machu Picchu to traveling to all 50 states in an extended RV road trip someday. I think my bucket list is really about finding time for adventure and sometimes it’s close to home, sometimes it’s far away, but most importantly I need to learn to find time for it.
