2022 Women in Produce — Wendy Reinhardt Kapsak

Had Wendy Reinhardt Kapsak stuck with her original career plan, she might well be taking care of patients as a busy physician these days.

Luckily for the produce industry, the now-president and CEO of Produce for a Better Health Foundation decided to shift her focus of study in college from medicine to maintaining a healthy lifestyle. 

Reinhardt Kapsak started off receiving her bachelor's degree in nutrition and physical fitness at the University of Missouri, after which she received a master’s at James Madison University in the same subject matter. After that, she received an internship at Yale New Haven Hospital’s dietetic department. She later worked for four years at Monsanto Co. (now called Bayer). 

Reinhardt Kapsak became familiar with PBH’s pivotal role in the produce industry while working as the senior director of health and wellness at the International Food Information Council and the IFIC Foundation in Washington, DC. 

“Whether as a fellow nonprofit collaborator or corporate supporter, I have always felt strongly connected to the PBH’s core mission focused on advancing fruit and vegetable consumption,” Reinhardt Kapsak said. 

For Reinhardt Kapsak, her current role at PBH is a “dream job.” That passion can be felt in the way she perceives the industry and how she speaks about her purpose. One of the most enjoyable parts of her job is, “THE PEOPLE” said Reinhardt Kapsak, in all caps, in her emailed responses to The Packer.  “Whether working with our vast and diverse supporters from the fruit and vegetable supply-side community that make sure fruits and vegetables are always available, to those who provide year-round access at retail and foodservice, to our health and wellness professionals and influencer partners who inspire action among consumers to eat and enjoy fruits and veggies everyday — I love them all.” 

In 2018, Reinhardt Kapsak was featured in The Packer 25, The Packer’s annual recognition of 25 movers and shakers in the produce industry. 

“My hope and dream for PBH is that it would be seen as a premier organization that is making fruit and vegetable consumption a priority in America,” Reinhardt Kapsak said at the time in her profile.

“And that it is seen as a partner of choice, not only by the produce industry but by anyone who has the shared vision for a healthier America.” 

To that end, in her role as CEO, Reinhardt Kapsak says she focuses a lot on relationship-building and establishing confidence and trust among others in the produce industry. 

“When I had my interview for this role, I said to the hiring committee, ‘If you are ready to change, then I am your person,’” Reinhardt Kapsak said. “I came on board and felt there was an opportunity to try to unify the existing membership base around a brand refresh, and everyone agreed. As a leader, I recognize that the industry wasn't probably going to trust me right away, and that I needed to earn their respect and trust, and that I could start with our membership.” 

While a  financial crisis and a pandemic have since changed the economic landscape, Reinhardt Kapsak says she’s been thriving at PBH, in no small part through her creation of PBH’s Have a Plant Ambassadors campaign.

“I take great pride in what we have accomplished with the Have A Plant movement, which has the support of thousands of health and wellness professionals, as well as food system thought leaders, that is now reaching millions with the message of fruits and veggies for health and happiness,” she said.

Still, despite PBH and the produce industry’s efforts, getting folks to eat their daily recommended fruits and veggies is always an ongoing challenge, Reinhardt Kapsak says, one that must be met through innovation and new ideas. 

“We need to determine new ways of helping consumers not just eat this commodity or that commodity, but really change behaviors so that fruit and vegetable consumption [becomes] an automatic behavior at every meal and snack occasion. I am here to change the share of my stomach for fruits and vegetables above all else,” she said.

Work smart and hard, Reinhardt Kapsak says of the advice she might give to other women in the produce industry.

“Don’t be afraid to meet new people and try new things. We are going to grow in the process and learn a lot from both our successes and, sometimes, our failures, too,” she said.