Robert Verloop — Executive Director and CEO of the California Walnut Board and Commission
The industry veteran is drawing on decades across produce to help California walnuts respond to global oversupply, reposition consumer perceptions and expand multichannel marketing.
By Edward Vernon
Marketing Matters
Economic pressure has not reduced demand so much as sharpened expectations about how food earns its place in daily life.
by Melinda Goodman
Insight
How the industry is turning field data into measurable margin gains across the value chain.
by Amanda Griffin and Steve Mantle
Opinion
As traceability rules tighten and chemical limits fall, access to key markets increasingly depends on how supply chains are designed, not just how fruit is grown.
by Bradley Gittings
Leadership Perspectives
When intelligence stops pushing back, leadership risks losing the friction that drives real thinking and progress.
by Ximena Jimenez
Opinion
With a new trade review approaching, the region’s success depends on turning supply chains into shared systems of innovation.
by Federico Schaffler
Opinion
Success in tomorrow’s market requires investing in quality, preservation, and health positioning today.
by Steven Oklesh | Director of Marketing for Verdant Technologies
Market Trends
After two years of volatility, U.S. shipping point produce prices are showing restraint — though global trade pressures continue to leave their mark.
by Colin Fain | CEO of Agronometrics
Features
Trucking
Carrier consolidation, aging fleets, and structural labor shortages are reshaping how fresh produce moves, and where risk now sits in the supply chain.
by Bobby Samuels
Innovation
As AI, automation and robotics accelerate across the fresh produce supply chain, growers and retailers face a greater challenge than selecting the right tools: ensuring the right problems are being solved.
by Chris Koger
Marketing
How evolving food, health, and lifestyle trends are reshaping consumer expectations and redefining how produce brands build demand in 2026 and beyond.
by Amy Sowder
Produce Provenance
Before it was a consumer choice, this production method emerged from political ideas and social hierarchy.
by John Paap
Product Snapshot
But the category’s versatility means it continues to play a major role as a headline summer fruit.
by Jane Rhodes
Organics
As concern over chemical residues and transparency grows, organic producers see an opportunity to extend recent gains despite inflation and pricing pressure.
by Steve Maxwell
Interviews
Shanan Cox, Senior Director, Produce Merchandising — Sam's Club
From farm-country roots to a leader in produce at Sam’s Club, this merchant is doubling down on execution, resilience, and supplier accountability to protect member trust in a high-volume environment.
Julie Krivanek — Executive Development and Succession Consultant
The veteran leadership coach discusses the biggest risks facing produce executives, and what succession, taste, and technology reveal about the industry’s future.
Anthony Serafino — President of Exp Group:
As a second-generation leader dedicated to the company’s legacy, Anthony Serafino is committed to expanding its reach and growing its reputation.
Ian LeMay — President& CEO of the California Table Grape Commission
The new leader of the California Table Grape Commission builds on a strong legacy while adapting to new pressures in trade, technology, and sustainability.