The Fresh CrEd

Join The Fresh CrEd at the 2025 Global Produce & Floral Show as we sit down with Jon Brooks (VP of Retail Sales – North America) and Pat Young (Director of Grower Sales) from IFCO to dig into some of the biggest challenges and innovations shaping the fresh supply chain today.

Jon and Pat break down:

• How retailers and growers are navigating labor pressures

In this episode of The Fresh CrEd, recorded live at the 2025 IFPA Foodservice Conference in Monterey, we spotlight Digital Nest — a nonprofit workforce hub that’s been creating opportunities for underserved youth for more than a decade.

With centers across Watsonville, Salinas, Gilroy, Modesto, and Stockton, Digital Nest equips young people ages 14–24 with technical and creative skills that open doors to careers in tech, marketing,...

In this episode of The Fresh CrEd, recorded live at the 2025 IFPA Foodservice Conference in Monterey, we sit down with Paul Hardy, CEO of Monterey Mushrooms.

Paul shares a career shaped by international supply chains, data storytelling, and a philosophy of leadership built on systems and trust. From moving across the globe to leading one of America’s largest mushroom producers, he discusses how global ex...

In this episode of The Fresh CrEd, recorded live at the 2025 IFPA Foodservice Conference in Monterey, we sit down with Peter Beaullieu, Director of Sourcing for Topco’s West Coast produce division.

From his first job behind a Central Market cheese counter to leading sourcing for one of the nation’s largest cooperatives, Peter’s journey is rooted in flavor, data, and servant leadership. He...

In this episode of The Fresh CrEd, recorded live at the 2025 IFPA Foodservice Conference in Monterey, we sit down with Jeanne Reilly, Director of School Nutrition @ RSU 14 Windham / Raymond School District.

Jeanne shares how schools can transform cafeterias into spaces that build lifelong healthy eating habits, and why getting fruits and vegetables onto every tray matters for kids, famili...

IFPA President Cathy Burns lays out a simple mandate: if we want better health outcomes, policy must say “fruits and vegetables”—plainly. We cover the Make America Healthy Again effort, why 90% of Americans miss the daily produce mark, and the moves that convert talk into action across K–12, colleges & universities, and foodservice.

Presented by Wiggins Farms.

Series sup...

Join us inside the IFPA Retail Conference in Frisco, Texas, for three fast-paced conversations with the people shaping the future of fresh produce:

• Yan Branco, VP of Produce Merchandising at Sobeys

  Shares how cross-border collaboration—and removing competitive barriers—fuels innovation and keeps produce front and center as “food as medicine” and the “cleanest-burning fuel.”

In this special live episode from Viva Fresh 2025, Craig and Ed sit down with TIPA President Dante Galeazzi and Fulltilt Marketing Vice President Jen Velasquez to unpack the tenth edition of the show in Houston.

Recorded on the expo floor, they cover:

• The year-long planning that brought together 2,800 attendees, 191 booths and over 400 retail & food-service buyers

• How “coast-to-coast, border-to-border” participation undersc...

In this special edition of The Fresh CrEd from Viva Fresh 2025, we sit down with Jon Holder, VP of Produce and Floral at Superior Grocers, for a grounded and heartfelt conversation about his decades-long journey through the grocery world—from sacking groceries at 16 to leading procurement for a major California retailer.

John reflects on:

• The evolution of produce retail across generations

• Growing demand for tropicals and Hispan...

In this inspiring close to our Viva Fresh 2025 series, we sit down with Jesse Jones, professor and advisor at the University of Texas Rio Grande Valley, and graduate student Sabastian Melendez to talk about building bridges between higher education and the produce industry through the Edge Program.

We explore:

• Jesse’s journey from the fields to the front of the classroom

In this high-energy episode recorded live at Viva Fresh 2025, we sit down with Austin Moore of H-E-B to talk early grind, retail strategy, and what it takes to grow within a Texas grocery giant. From his days hustling produce at 15 under legendary “notorious peddlers” to leading with intention at one of the nation’s top retailers, Austin brings a fresh, grounded take on the business.

We d...

In this high-energy episode recorded live at Viva Fresh 2025, we sit down with Anthony Serafino, President of EXP Group LLC, to talk leadership, tropicals, and the state of the industry. From navigating volatile tariffs to building a people-first culture, Anthony brings bold insights and sharp perspective.

We dig into:

• His journey from family business to president at 3...

This week on The Fresh CrEd, we’re joined by Joe Watson, Vice President of Retail, Foodservice, and Wholesale Membership at IFPA, to dive into what makes the IFPA Retail Conference such a must-attend event for the produce industry.

Joe shares what sets the Retail Conference apart — from its intimate size and tailored programming to the connections forged on the golf course and at evening receptions. We e...

In this special Viva Fresh 2025 edition of The Fresh CrEd, we sit down with Chip Starns, Executive Vice President and Founder of Reveam, for a conversation that’s part tech deep dive, part founder origin story — and all heart.

Recorded live at the Marriott Marquis in Houston, TX, Chip shares how his journey from Navy diver and nuclear engineer led him to pioneer electronic cold pasteuriza...

In this inspiring episode of The Fresh CrEd, we sit down with Cathy Burns, CEO of the International Fresh Produce Association (IFPA), for a candid conversation about leadership, legacy, and the power of taking risks. From her early days bagging groceries in Maine to leading one of the most influential associations in the global produce industry, Cathy shares her journey of growth, grit, and purpose.

In this episode of The Fresh CrEd, we sit down with Karen Caplan, former president of Frida’s Specialty Produce and a true pioneer in the produce industry. From stepping into leadership at just 30 years old to navigating moments of betrayal and growth, Karen shares invaluable lessons on resilience, strategy, and what it takes to succeed in a family business. Hear how she turned challenges into opportunities, built lasting relations...

Join us on this episode of The Fresh CrEd as we sit down with two extraordinary leaders in the world of fresh produce, Kinlyn Hinson, the South Carolina Watermelon Queen, and Tori Hobbs, the Gulf Coast Watermelon Queen.

Kinlyn and Tori share their unique journeys, from their paths to becoming watermelon queens to their roles as passionate advocates for fresh produce and agriculture. With ...

In this compelling episode of The Fresh CrEd, we’re joined by Jennie Coleman, President of Equifruit, a pioneering Fairtrade brand on a mission to transform the produce industry with what they call “Banana Justice.” Jennie brings a fresh perspective on fair wages, sustainable sourcing, and the role of ethical practices in the global banana market.

Through an engaging discussion with hosts Ed Bertaud and Craig Slate, Jennie shares h...

In this insightful episode of The Fresh CrEd, hosts Ed Bertaud and Craig Slate sit down with Yan Branco, Lead of Produce Sourcing Innovation and Controlled Environment Agriculture (CEA) Development at Sobeys. Yan shares his journey from his family farm in Canada to his role at one of North America’s leading grocery retailers, bringing a fresh perspective on the future of produce.

Yan breaks down the importance of a “marathon mind...