The industry loses a legend: Remembering Jim Prevor

Jim Prevor, founder of Produce Business, passed away suddenly on Nov. 8 from heart failure after being stricken by a heart attack and stroke. He is survived by his wife Debbie and sons William and Matthew.

“Jim was a friend and an inspiration to all who knew him. The produce industry has lost a good friend; his love and insight will be missed,” Joel A. Fierman, president of Fierman Produce Exchange, told The Packer. 

Known for his thought leadership in the perishable food industry, Prevor was a prolific writer, editor and industry leader. He founded and served as editor-in-chief for industry and consumer publications such as Produce Business, Deli Business, Floral Business and Cheese Connoisseur and launched PerhishableNews.com and ProduceBusinessUK.com along with other perishable food organizations.

"The enormous impact and influence that Jim had on the produce industry could not be possibly overstated,” Bruce Peterson, president of Peterson Insights, told The Packer. “His intellect, coupled with his passion for the produce industry, was evident in everything he said and did. But the thing about Jim that always so impressed me was that he was evocative, not provocative. Jim had an uncanny way of making you think, without making you mad. He never shied away from sensitive, and even controversial issues, but expressed his thoughts in objective and reasoned ways.”

Jim Prevor’s insights garnered numerous accolades, including the Produce Marketing Association’s first-ever Member of the Year Award. His writing has been included in numerous media outlets such as The Washington Post, CNN, Fox Business Channel, the BBC, NPR and The New York Times.

“He spoke of the facts of the matter, and not whatever buzz phrase might be popular at the time. His opinions and conclusions came across as measured and thoughtful, not antagonistic,” Peterson said. “The produce industry has not just lost an iconic voice, but the entire media world has lost a shining example of how to express observations of challenging issues." 

Produce Business says it will honor Prevor by continuing the work he started.

“The staff of Produce Business, our company, Phoenix Media Network, and the global perishable food industry, will feel a tremendous void in his absence,” Ken Whitacre, executive vice president and publisher of Produce Business, said in a news release. “Jim was larger-than-life and, as such, his spirit will forever be with us, and we will honor his legacy by carrying on his passion and mission to ‘initiate industry improvement’.”

Prevor also led and facilitated a network of live marketing events such as The New York Produce Show and Conference, The London Produce Show and Conference and The Amsterdam Produce Show and Conference. He also headed conferences that included the Global Trade Symposium and the Ideation Fresh Foodservice Forum.

The New York Produce Show will go forward on Nov. 29, in memory of Prevor, according to a news release from the Eastern Produce Council.

“Jim had a special gift for making anyone that he was interviewing or engaging with feel comfortable, relevant and valued. Let us all take a page from his book and go forward with the 13th Annual New York Produce Show, keeping up the enthusiasm hard though that will be without the guiding force of Jim,” Marianne Santo, president of the EPC, and Susan McAleavey Sarlund, executive director of the EPC, said in the release.

Remembering Jim Prevor 

The Packer spoke with colleagues of Prevor who shared their memories of his impact on the industry. The following was edited for length and clarity. 

Cathy Burns, CEO of the International Fresh Produce Association

BURNS: Jim was one of those special people that made such an impression that I remember exactly where I was when I met him. It was in the PMA offices in Newark, Del. and I had just started at the association. Jim made the trip to welcome me to the industry in person.  

Who he was in that first meeting is who I’ve always known him to be: engaging, provocative, passionate and curious. He built such a reputation that the industry was always curious, asking “I wonder what Jim Prevor will say about that?”

Lucky for us, he never left us to wonder. He was always willing to share his voice, his time and his passion for the industry. 

This is what I will remember most about Jim —his generous spirit — it was unmatched. 

We are all heartbroken to hear of Jim's passing. Jim was a constant and fierce advocate of the industry and dedicated himself to ensuring we were aware and accountable to the power and responsibility we had as members of this incredible industry. We are a better industry because of him, and he will be greatly missed. May his memory be a blessing to all those who knew him, I offer my prayers to his family and loved ones.

John Pandol, director of special projects at Pandol Brothers 

PANDOL: The sheer quantity of content that Jim Prevor wrote is mind boggling. No one utilized a larger scope of sources. Jim engaged with everyone from grower groups to consumer panels and all points in between, from coast to coast and around the world. All of us know Jim from his publications but most don’t know that Jim was regularly tapped for his expertise by grocery, farming, finance, academic and equity sectors, giving dozens of presentations every year. Being published in the Wall Street Journal is a big deal.

I am grateful Jim had his writers reach out to me, encouraging me to contribute commentary, then full pages essays and finally participating in his events. In an email exchange over a grape topic, Jim was particularly pleased with some insight, and informed me I was part of the New York Produce Show. “Just come and be you. Ask questions and make comments. You are the official humorist of the New York Produce Show.”

 

Earlier this year Jim put together the Global Grape Summit in Kern County, Calif., which sold out. Over 400 attendees from 24 countries…in Bakersfield. Boom! The email I most remember was Jim informing me that a certain person would be on a panel. "So and so has joined the faculty." Jim thought of his events as a produce university — short courses designed to improve the world of produce. The curated expertise of the presenters and panelists he assembled were his "faculty."

Phillip Grant, CEO of Hunts Point Produce Market

GRANT: The Hunts Point Produce Market is saddened to hear of Jim’s passing. Jim, a giant in the industry, was loved and appreciated by all at The Market for his kind and generous character and the long-lasting legacy he has left in the industry; a gifted connector.  We send our sincere condolences to his family.

For those who wish to share thoughts, memories and condolences about Jim Prevor, email RememberingJim@producebusiness.com.