The new leader of the California Table Grape Commission builds on a strong legacy while adapting to new pressures in trade, technology, and sustainability.

After a career in general merchandising, the retail veteran brings a fresh lens to produce at Sprouts — prioritizing freshness, innovation, and long-term supplier alignment.

The leader shares how the industry can drive growth by reshaping consumer perceptions, leaning into blueberries’ potential as a healthy snack staple, and increasing repeat purchases through stronger category positioning and targeted marketing that makes the fruit something consumers crave.