The Fresh CrEd

Recorded live at the 2026 Viva Fresh Expo hosted by TIPA, this episode of The Fresh CrEd features PJ Cawley of Charlie’s Produce discussing freight costs, produce distribution, organics, consumer behavior, and the changing realities facing the fresh produce industry. PJ shares insights on transportation pressure, shifting buying habits, population growth across western markets, organic produce tre...

Recorded live at Viva Fresh Expo 2026, Ed Bertaud is joined by special guest co-host P.J. Cawley (Global Purchasing Manager/Organics @ Charlie's Produce) for a conversation with Daniel Bell, Senior Director of Produce at Grocery Outlet. Daniel shares insights from more than three decades in produce retail, discussing how the industry has changed, where fresh departments are heading, and why produc...

Recorded live at Viva Fresh Expo 2026, this episode of The Fresh CrEd features Tommy Wilkins of Horton Fruit. Tommy reflects on the growth of Viva Fresh, the impact of the Clean Eating Challenge, and how a personal health scare changed the way he approaches life, health, and purpose. This conversation dives into: the original vision behind Viva Fresh produce as “food as medicine” the Clean Eating...

Recorded live at Viva Fresh Expo 2026, this episode of The Fresh CrEd features Emily Shaw, Senior Director of Produce Procurement at H-E-B. Emily shares her path from warehouse operations and supply chain leadership into the world of fresh produce procurement, offering a grounded look at what it takes to navigate one of the most volatile periods the produce industry has seen in years. We discuss:...

There’s between $4.5 and $8.6 billion in untapped demand sitting in produce right now—and most of it comes down to execution. Live from Viva Fresh 2026, we sit down with Richard Kottmeyer and Sabrina DeLay of FutureBridge to break down what’s actually driving consumer behavior—and where the industry is missing. This conversation dives into the Consumomics framework (PECA-V), a behavioral model tha...

Recorded live at Viva Fresh Expo 2026 in San Antonio, this conversation features Dante Galeazzi (President & CEO of the Texas International Produce Association) and Melinda Goodman (President & Owner of Full Tilt Marketing). With nearly 3,000 attendees, Viva Fresh continues to grow as one of the most impactful events in the produce industry—driven by relationships, innovation, and a strong...

Freight costs are swinging, fuel prices are climbing, and produce operators are heading into the summer season with real uncertainty. In this episode of The Fresh CrEd, PJ Cawley of Charlie’s Produce shares what he’s seeing across procurement, transportation, and planning as the industry approaches Viva Fresh. From volatile freight rates and rising diesel costs to ongoing tariff questions, PJ brea...

Recorded live at SWIPE Expo 2026 in Tucson, Ed Bertaud sits down with Ahmed Bakheit of ADAAM Logistics to discuss the current state of transportation and logistics in the produce industry.   The conversation focuses on carrier compliance, insurance risk, and what’s driving breakdowns between brokers, shippers, and carriers. Ahmed also shares his perspective on capacity, driver pay, and how inflati...

Recorded live at SWIPE Expo 2026 in Tucson, Ed Bertaud sits down with Sasha Luten of Farmer’s Best to discuss the current state of the produce business from a grower-shipper perspective.   The conversation covers labor challenges in Mexico, rising costs, and how development is changing the available workforce. Sasha also shares his perspective on duties, the end of the tomato suspension agreement,...

Recorded live at the Southwest International Produce Expo (SWIPE) in Tucson, Ed Bertaud sits down with Lance Jungmeyer, President of the Fresh Produce Association of the Americas. They discuss how SWIPE has grown into one of the most productive gatherings in the produce industry, why maintaining strong buyer–supplier engagement matters, and the operational realities shaping fresh produce trade. Th...

Recorded live at the Southwest International Produce Expo (SWIPE) in Tucson, AZ, this episode features Kristi Novak of HEB.   Kristi discusses what it looks like to manage leafy vegetables in today’s environment — shifting weather patterns, water constraints in Texas and Mexico, vendor changes, and ongoing tariff conversations.   We cover:   • How climate and water availability are affecting suppl...

Recorded live at SWIPE Expo 2026 in Tucson, we sit down with Colin Ager of HEB, fresh off the tariffs and duties education panel. In this conversation, Colin shares a retailer’s perspective on: • Navigating tariff uncertainty and shifting trade policy • Managing tense supplier conversations during volatile markets • Structuring tomato programs amid duties and supply constraints • Balancing cost, q...

Recorded live at SWIPE Expo 2026 in Tucson, we sit down with Raquel Espinoza, Chairwoman of the Fresh Produce Association of the Americas and founder of Produce House. In this conversation, Raquel shares perspective on: • Navigating tariff and duty uncertainty in the tomato industry • The real impact of market volatility on business owners • How AI is beginning to influence inspections and operati...

Recorded at SWIPE in Tucson, this episode of The Fresh CrEd features Ron Lemaire, President of the Canadian Produce Marketing Association (CPMA), in a wide-ranging conversation on trade predictability, USMCA renewal, and the future of the produce industry. Ron breaks down why the USMCA framework must remain trinational, how trade flows through critical hubs like Nogales and Mexico to serve Canadia...

At the SWIPE Expo in Tucson, we sat down with Matt Mandel, CEO of Sunfed, to talk about leadership in an era defined by uncertainty. Tariffs, artificial intelligence, labor pressures, and market volatility continue to reshape the produce industry — but Matt makes the case that the real differentiator isn’t policy or technology alone. It’s service, information, and trust. In this conversation, we d...

Blue Book Services has been a cornerstone of the produce industry for over a century—but credit reporting is only part of the story.   In this episode of The Fresh CrEd, we sit down with Kirk Soule, CEO of Blue Book Services, and Jason Carty, VP of Sales, to unpack how Blue Book is expanding its role across the supply chain. From new pricing intelligence and weather tools to retailer scorecards, f...

Join The Fresh CrEd at the 2025 Global Produce & Floral Show as we sit down with Jon Brooks (VP of Retail Sales – North America) and Pat Young (Director of Grower Sales) from IFCO to dig into some of the biggest challenges and innovations shaping the fresh supply chain today.   Jon and Pat break down: • How retailers and growers are navigating labor pressures • Why reusable containers (RPCs) a...

In this episode of The Fresh CrEd, recorded live at the 2025 IFPA Foodservice Conference in Monterey, we spotlight Digital Nest — a nonprofit workforce hub that’s been creating opportunities for underserved youth for more than a decade. With centers across Watsonville, Salinas, Gilroy, Modesto, and Stockton, Digital Nest equips young people ages 14–24 with technical and creative skills that open d...

In this episode of The Fresh CrEd, recorded live at the 2025 IFPA Foodservice Conference in Monterey, we sit down with Paul Hardy, CEO of Monterey Mushrooms. Paul shares a career shaped by international supply chains, data storytelling, and a philosophy of leadership built on systems and trust. From moving across the globe to leading one of America’s largest mushroom producers, he discusses how gl...

In this episode of The Fresh CrEd, recorded live at the 2025 IFPA Foodservice Conference in Monterey, we sit down with Peter Beaullieu, Director of Sourcing for Topco’s West Coast produce division.   From his first job behind a Central Market cheese counter to leading sourcing for one of the nation’s largest cooperatives, Peter’s journey is rooted in flavor, data, and servant leadership. He shares...

In this episode of The Fresh CrEd, recorded live at the 2025 IFPA Foodservice Conference in Monterey, we sit down with Jeanne Reilly, Director of School Nutrition @ RSU 14 Windham / Raymond School District.   Jeanne shares how schools can transform cafeterias into spaces that build lifelong healthy eating habits, and why getting fruits and vegetables onto every tray matters for kids, families, and...

IFPA President Cathy Burns lays out a simple mandate: if we want better health outcomes, policy must say “fruits and vegetables”—plainly. We cover the Make America Healthy Again effort, why 90% of Americans miss the daily produce mark, and the moves that convert talk into action across K–12, colleges & universities, and foodservice.   Presented by Wiggins Farms. Series support: Wiggins Farms |...

Join us inside the IFPA Retail Conference in Frisco, Texas, for three fast-paced conversations with the people shaping the future of fresh produce: Yan Branco, VP of Produce Merchandising at Sobeys Shares how cross-border collaboration—and removing competitive barriers—fuels innovation and keeps produce front and center as “food as medicine” and the “cleanest-burning fuel.” Joe Merenda, President...

In this special live episode from Viva Fresh 2025, Craig and Ed sit down with TIPA President Dante Galeazzi and Fulltilt Marketing Vice President Jen Velasquez to unpack the tenth edition of the show in Houston. Recorded on the expo floor, they cover: • The year-long planning that brought together 2,800 attendees, 191 booths and over 400 retail & food-service buyers • How “coast-to-coast, bord...

In this special edition of The Fresh CrEd from Viva Fresh 2025, we sit down with Jon Holder, VP of Produce and Floral at Superior Grocers, for a grounded and heartfelt conversation about his decades-long journey through the grocery world—from sacking groceries at 16 to leading procurement for a major California retailer. John reflects on: • The evolution of produce retail across generations • Grow...