2022 Packer 25 — Jessica Wells
The 2022 Packer 25 is our annual tribute to 25 leaders, innovators and agents of change across the fresh produce supply chain. Each year, The Packer invites the produce industry to nominate distinguished veterans, leaders and rising stars of the fresh produce industry. As always, our editorial team was energized and awed by the talented pool of nominees this year. Now in its 18th year, The Packer is once again spotlighting 25 dynamic and inspiring people who are moving the produce industry forward.
The following has been edited for length and clarity.
Jessica Wells, executive director, Crunch Time Apple Growers, Lockport, N.Y.
Describe your current role. Where is it and why you like it?
Wells: I work out of my home office in Newark, N.Y., in Wayne County — one of the largest apple-producing counties in the country. My role demands both operational management and sales and marketing skills. I enjoy both and love that my position allows me to do both.
How did you get your start in the produce industry?
Growing up in Nebraska, I was surrounded by agriculture but never really had the opportunity to get involved in the produce industry, as most agriculture there is commercial wheat, corn, soy or beef production. I graduated with a degree in journalism and political science from the University of Nebraska at Kearney, intending to go to law school or to teach. Instead, I met my husband and moved from Colorado to his family apple farm in the heart of New York apple country. I started working on the farm and retail market almost immediately and fell in love with the fresh produce industry. I served in a management capacity at the farm for just over 20 years, leaving after the 2017 retail season.
Tell us about a specific challenge and how you navigated it.
Transitioning away from the family farm was probably one of the most challenging things I’ve ever done. I was passionate about the farm, the market and the community aspects of it, and it was not easy to move on. I had envisioned staying at the farm until my kids were ready to join the business, if they chose to do so. I navigated it one day at a time, which is how I try to navigate life: Think to the future and make decisions that will have a positive impact down the road but keep your primary focus on today.
What professional accomplishment are you most proud of?
When I served as president of our local chamber of commerce, I was asked to be part of a team to write a grant for downtown revitalization in our community. It took four years and a lot of work, but in 2021, we were awarded $10 million for our community. In terms of industry accomplishments, I can’t really point my finger at one specific accomplishment. Whatever I do, wherever I go, I try to do what it takes to ensure success. When working on the farm, that meant modernizing things in terms of technology and business practices, from accounting software and marketing efforts to human resources and food safety. At Crunch Time, it means not only managing the day-to-day, but bringing everyone together to work as a team, with the best interest of the brands, our growers and our customers in mind.
What industry organizations, boards or volunteer groups have you joined outside your job role, and why?
My volunteer work is primarily local to our community and region through the local chamber of commerce, the local economic development agency, grant writing for our village, serving on our local legislators’ agriculture advisory boards, serving as president of my kids’ booster clubs, teaching Sunday School and leading the youth group. A friend of mine and I have served as co-chairs of a local event since its inception, called Taste of Wayne County, which highlights food-related businesses in our county through an evening of sampling. He works in the dairy industry, and we partnered with the local Farm Bureau to help ensure local agriculture was included in the event, including dairy, apples, maple, honey, hard cider and wine.
What are some goals for the future?
To enjoy every day. If there comes a day where day-in and day-out I no longer enjoy what I’m doing, I’ll move on. I have found that for most jobs, they are what you make them. At Crunch Time, I work with a lot of great people, from the board of directors to our sales team and our growers and get to do lots of fun things.
Which fruit and which vegetable are almost always in your kitchen?
As long as they are in season, you’re sure to find SnapDragon apples in our kitchen. I coach high school track and field and my athletes love it when I bring apples, specifically SnapDragon apples, to practice or a meet. So, I have to keep them on hand for them as well as for myself. RubyFrost apples are my go-to for all things cooking and baking, so you’re likely to find them in my kitchen as well. On the vegetable side, I love to try new things, but mushrooms and onions are almost always in my kitchen. They are staples in many of the things I like to cook and eat.
READ ALL THE OTHER 2022 PACKER 25 PROFILES HERE.
