Executives in all segments of fresh produce continue to grapple with changes in the industry, including more frequent extreme weather events, high prices impacting suppliers and consumers, an evolving labor pool, and the integration of artificial intelligence, among other trends. Here’s what they’re thinking at the start of 2025 and a look at the months ahead.
Retirements and turnover
The aging industry is another issue for companies to deal with.
Zak Laffite, president of Wonderful Citrus BB #:115157 in Delano, CA, points out that farmers, on average, are about 60 years old in the United States, versus in their 40s in Brazil. Bringing in a new generation is not only important to ensure the industry can continue to operate, but to bring new ideas and disruptive change.
Kevin Brooks, chief revenue and marketing officer for Procurant BB #:355257 in Watsonville, CA, sees some of this starting to happen. “There’s a more subtle changing of the guard going on in top management at retail and across the industry. I think you’ll see many significant retirements this year as a new generation of leaders with new ideas starts to emerge across the board.”
On the executive side, Emily Fragoso, vice president of Mixtec Group BB #:152072 in La Crescenta, CA, notes, “The market of C-suite executives in 2024 was limited. I think the candidate pool will continue to be tight in 2025. There are many more retirements, as well as consolidation in the industry, which requires a unique skill set from candidates. We as an industry will have to continue to get more comfortable looking outside of produce to other relatable industries with transferable skill sets.”
Fragoso says turnover has stabilized after an active postpandemic period. “However, employees do have a higher level of expectations from their employers—they’re looking for trust, flexibility, and opportunities for growth. Companies best aligned with those needs will see less turnover than industry standards.”
She identifies three major trends in what companies are seeking in executive hires. First, strategic thinking, with candidates possessing the ability to tactically do the job or with plenty of existing customer relationships. Second, team development skills, including building, coaching, mentoring, and developing team members for promotion to higher-level roles. And third, candidates with solid business acumen for cross-functionality.
This is an excerpt from the cover feature of the January/February 2025 issue of Produce Blueprints magazine. To read the whole issue, click here: https://www.producebluebook.com/#january-february-2025-produce-blueprints/1/
