The adage, “one step forward, two steps back,” used by Vladimir Lenin for his 1904 book, is an apt description of women in business.
In produce, the good news is a corps of women determined to rise above and better the industry; the bad news is the resistant residue of bias—unconscious or otherwise. But the ladies profiled here aren’t having it.
Celida Gotsis Fujiwara, president of Omega Produce Company, Nogales, AZ BB #:104667 acknowledges the produce industry is still dominated by men, frequently tied to multigenerational businesses. But dedication and hard work are more important.
“An individual’s ability to preserve the legacy and reputation of a company is not determined by gender,” she contends, “rather, it is determined by the individual’s understanding of the company’s heartbeat. If we understand what makes a company successful, we can continue to preserve what those before us created.”
Cathy Burns, CEO of the Produce Marketing Association (PMA), BB #:153708 has her own take on negativity, whether a lack of opportunity or day to day friction. “When these instances happen, the first thing I do is examine my own motivations to see how much of this frustration is of my own creation. Frustration is also borne out of unresolved conflict, and the ability to properly address conflict is a key skill of any leader.
“Conflict must be addressed when it’s a spark, not a bonfire. Waiting until the situation is spiraling out of control and then trying to resolve the matter is draining on everyone involved and a key distractor of organizational high performance. I often say, ‘it’s easier to fix the roof while the sun is shining’ and the same can be said about conflict.”
In any conflict or interaction, communication is key, but sometimes men and women can be held to different standards. In the past, Miriam Wolk, vice president of member services for United Fresh Produce Association, BB #:145458 was chastised for being too forthright, when none of her male colleagues in similar roles were given such feedback. “In a former job, before I was in produce, our chief staff executive often said I was ‘very direct’ and she (yes, she!) didn’t mean it as a compliment.”
The examples are many when it comes to assertiveness and interpretation. One answer to this perennially contentious issue is attitude, another is confidence.
For the latter, an oft-repeated quote goes, “A strong woman knows exactly what she brings to the table, so she isn’t afraid to eat alone.” Regarding the former, attitude, our participants preach positivity.
This is a multi-part series adapted from a profile in the March/April 2020 issue of Produce Blueprints.
