Packer Fresh Take: Joe Barsi of California Giant Berry Farms
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.
Joe Barsi, president of California Giant Berry Farms, shares his produce roots, his best marketing advice, and the fun story of his pet’s name.
Tell us about your produce roots.
My undergraduate degree was in agricultural business, and I had an internship with Gold Coast Packing in Santa Maria, Calif., when I was attending Cal Poly. Thank you, Ron Burk!
Give us your best advice.
“I’ve never known a company that produces a high-quality product that goes out of business.” Quality Wins!
What does the industry need to take advantage of?
It’s important to increase produce consumption per capita, but it’s not for the produce industry’s the lack of trying. U.S. consumers still fall well below dietary guidelines for servings of fruits and vegetables. It is indisputable that a diet high in fruits and vegetables decreases chronic diseases such as cardiovascular disease and diabetes, as well as helps people maintain a healthy weight and reduces the societal impacts of obesity. The American Diabetes Association has predicted that by 2050, 29 million Americans will be diagnosed with diabetes. This is mainly due to poor diet and lack of physical activity. If we can get more people to consume more fruits and vegetables it would be a win-win. Good for the health of consumers and good for the produce industry.
What career achievement are you most proud of?
I’m proud of the employees of California Giant for not allowing the pandemic to prevent us from accomplishing our initiatives. We were able to achieve TRUE Zero Waste Certification at our headquarters, become the world’s first Sustainably Grown Certified strawberry operation in the world, and have successfully completed the Ethical Charter Implementation Pilot via four of our growers.
What’s your 2020 silver lining?
Like my 10-year-old niece so eloquently stated during the pandemic, “The world is in timeout.” I was able to spend more time with my wife, children and my parents. I traveled a lot before the pandemic, so it was nice to slow down and appreciate where I live. I took up archery and I cooked a lot on my Big Green Egg.
What keeps you cool as a cucumber?
Hikes with my wife and The Sport of Fitness. I also use the Headspace App daily.
What’s your favorite produce item?
Berries of course. I don’t discriminate. I eat overnight oats almost every day for breakfast, and it’s simple to make. I combine oat milk, chia seeds, Bob’s Red Mill Oats, Greek yogurt, a tablespoon of peanut butter. Then I top it with a drizzle of some honey and whatever berries I have available.
What should we add to our queue?
Recently I binge watched “Alone” on the History Channel. I also recommend Jared Diamond’s book, “Upheaval: Turning Points for Nations in Crisis.” His prescience is amazing. I think we can all relate to the book right now. One of my favorite podcasts is “Finding Mastery” with Dr. Michael Gervais.
What’s the story of your pet’s name?
Our gray cat, Meredith Grey, is named after the lead character from Grey’s Anatomy.
