Packer Fresh Take: Kristyn Lawson of PSM Preferred Sales + Marketing
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.
Kristyn Lawson, president of PSM Preferred Sales + Marketing, shares her best advice, her favorite accomplishment and what produce item features heavily in her menu planning.
Tell us about your roots.
Growing up, my mom, Linda Lawson, had a floral business in Huntington Beach, Calif., specializing in weddings and events. Many weekends as a teenager, I would wake up at 3 a.m. and go to the produce and floral mart in downtown Los Angeles with my mom to find the freshest flowers, exotics and hard to find floral varietals. During the week, we would visit growers in San Diego and negotiate for holiday and seasonal events. We would walk the fields with growers and became very close to our supplier partners. I took a hands-on approach in supporting my mom’s business and created bouquets, floral arrangements and often met with clients. This was my introduction into the produce and floral industry.
Years later, my first professional experience in the produce industry was with Marie’s Salad Dressing as western regional sales manager. At a Fresh Produce and Floral Council (FPFC) Expo I had stopped by the Marie’s booth and commented to the CEO on my adoration for blue cheese salad dressing and the rest is history! To this day, when I see blue cheese salad dressing in the produce department, it makes me very happy!
Hit us with your best advice.
My approach to marketing has always about the heart and sharing the emotional connection with customers and consumers. In that spirit, I really enjoy partnering with retailers on packaging, messaging, program, promotions, desired price points, sizes and other details prior to launch. I have a tremendous amount of gratitude for the retailers and buyers in my career path that have supported a vision and help take it to the next level of success for a win-win! I am so thankful to all the retail customers that are so supportive and enjoy great collaboration together.
What’s an untapped opportunity for the produce industry?
I think of two things when I think of opportunities to drive category growth in the produce department. Number one is branding. I have been fortunate to have developed brands in the produce department like Cabo Fresh and be an architect to the brand positioning with Good Foods to retailers. In both cases, it was fun to create a winning lifestyle brand that inspired purchases for social gatherings, friend and family celebrations, and outdoor activities around produce dips and dressings. Today, I see companies like Chosen Foods in produce department as the future of produce branding where they support the growers in Mexico, and put a spotlight on culture, giving to the community, heritage, family, joyful living and appeal to all senses of a brand that resonates with shoppers today in the fresh dips/guacamole, dressings and sauce category.
The second is an opportunity to drive produce sales and help consumers of all ages to buy more produce for its “enjoyable” health benefits. In looking at the news over the last 12 months or so, I wish there was more emphasis on building a strong immune system with an increased variety of fresh produce for overall wellness. Companies like Luv at Fresh Directions are providing fresh fruit pulps to make the best tasting at home smoothies, premium juices with flavors to boost immunity with fruits like mango, dragon fruit, passion fruit and soursop that are loaded with nutrients. Additionally, Luv by Fresh Directions promotes health with shopper driven wellness campaigns to engage consumers with health benefits, like free Blendjet contests on their Instagram @luvfruitsdr, that puts a delightful focus around love for family and love for yourself for the mind, body and soul.
What do you like about work travel?
The hustle and bustle of travel is filled with surprises! One time I sat next to Kobe Bryant on a flight to San Francisco and I was silly enough to ask for a selfie. Today I am glad that I did. Kobe was a such a gentleman and his smile was infectious. Traveling has been a big part of my produce career and one of the highlights for every trip is that we are all “foodies” in the produce industry. I have enjoyed incredible dinners with produce super stars, many of the best retailers and legends across the country that really make business travel memorable with great conversations.
What are you most proud of?
Every chapter in my career has had incredible accomplishments and memorable moments. I am proud of so much and extremely proud of the teams that I have had the privilege to work with on each project and success. My position has allowed me to be involved with most every aspect of the sale, including farming practices, product development, marketing, logistics, operations, and really everything from A to Z. I have also enjoyed working alongside with the best CEO’s, fellow C- Suite executives and entrepreneurs in the country and together with great people, retailer support and passionate consumers we have been able to accomplish so much!
What’s on the menu?
Avocado is #1! I am currently working on a fantastic new project to put a spotlight on avocado varietals like Carla, Semil 34, the new Bennie under the Luv brand. These avocado varieties compliment the Luv Hass avocado program for my favorite recipes like ceviche, tacos, and salads. I am a big fan of cooking with seasonal varietals within any category of the produce department and exploring new flavors.
I also have a love affair with tomatoes! Being from Southern California, I eat a lot of pico de gallo, and caprese salad with arugula. I also enjoy tomatoes with grilled fish or crab legs. When I am being naughty, steak with oven roasted tomatoes is amazing. Ina Garten from Barefoot Contessa has a great recipe that includes a warm gorgonzola sauce. It’s delicious with a great bottle of red wine.
On the sweeter side of produce, I enjoy blueberries, peaches and cherries!
What keeps you cool as a cucumber?
This year I started to go to Pilates and I love the reformer! I also enjoy traveling with family and friends, shiatsu massage, poolside fun, boating, wine and a great charcuterie & cheese board and anything outdoors. This year I have enjoyed trips to Belize where my sister recently bought a bed and breakfast in Secret Beach, Ambergris Caye, that has been a fantastic spot to reset.
What new skill should we try?
I am really enjoying the “Duolingo” app to pick up more Spanish words and hopefully be able to carry on a good conversation in Spanish someday. I have a long way to go, but I highly recommend Duolingo to learn a language.