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.

As a second-generation leader dedicated to the company’s legacy, Anthony Serafino is committed to expanding its reach and growing its reputation.

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.

Company founder Lori Taylor keeps the message simple but loud and clear.

The industry veteran discusses the key trends he anticipates will shape the produce sector in the coming years, how he expects supplier-grocer relationships to evolve, and the advice he would offer to fruit and vegetable growers and distributors looking to partner with Target.