As president of Garces Fruit — the world’s largest cherry exporter — Hernán Garcés Echeverría reflects on the end of Chile’s extraordinary cherry boom and why quality, branding, and new alliances will now shape the industry’s next phase.
The industry veteran is drawing on decades across produce to help California walnuts respond to global oversupply, reposition consumer perceptions and expand multichannel marketing.
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.
The veteran leadership coach discusses the biggest risks facing produce executives, and what succession, taste, and technology reveal about the industry’s future.
