The Fresh CrEd

Tariffs, Tropicals, and Leadership: Anthony Serafino on Navigating Produce with Purpose

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 30
EXP Group’s expansion from New Jersey to Texas
Why tariffs are hitting harder than COVID-era disruptions
The rising mainstream appeal of tropicals like yuca and papaya
How leadership and communication are critical under pressure
What Tokyo taught him about respect, toilets, and perspective
Plus, a few laughs, a love for running, and a pledge to hit the pickleball court next year.
 
🎧 Sponsored by:
EXP Group, LLC, Athos, Texas International Produce Association (TIPA), SunFed, IFCO, Monterey Mushrooms, AnaVale Produce Corp, AgroGonzáMex, Agrival by First Produce, and Art Mx.
 
Big thanks to each of these incredible partners for making this Viva Fresh 2025 series possible.

Building Community at the IFPA Retail Conference with Joe Watson

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 explore how events like this strengthen our industry’s sense of community and why shaking hands and sharing stories face-to-face still matters more than ever.
Tune in to hear Joe’s insights, a few behind-the-scenes highlights, and a glimpse of what’s ahead as we head to Dallas for this year’s conference!
 
🎙 Topics include:
Why intimacy and focused programming create bigger impact
The magic of golf, networking, and evening events
What attendees can expect at the 2025 IFPA Retail Conference
The evolving role of community and connection in the produce industry
 Enjoy the episode and get ready to join us at the Retail Conference!

From Nuclear Submarines to Produce Tech: Chip Starns on Food Safety, Shelf Life & Leading with Purpose

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 pasteurization — a breakthrough solution that’s helping extend shelf life, eliminate harmful pathogens, and rethink how fresh produce moves across borders.
 
We explore:
• How a $2M grant from the State of Texas helped launch Reveam
• Why methyl bromide is outdated — and what’s replacing it
• The science behind their proprietary accelerator and clean tech process
• Expansion into the Port of Miami and their newest facility
• A mobile unit built in partnership with DARPA for global food safety
• Chip’s reflections on team-building, purpose, and engineering for impact
• What’s next: proteins, exports, partnerships, and international opportunities (hello, Fiji)
 
Whether you’re in food safety, logistics, retail, or just enjoy a well-told story — this one delivers.
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🎧 Recorded at Viva Fresh 2025
📍 Marriott Marquis, Houston, TX
 
🫶 Special thanks to our sponsors:
SunFed, IFCO, Monterey Mushrooms, Exp. Group, Anavale, ArtMx Produce, Agro Gonzámex, Agrival, ATHOS, and the Texas International Produce Association
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📲 Subscribe to The Fresh CrEd for more produce industry leaders, origin stories, and the innovations shaping what ends up on your plate.
 

Put Your Name on It: Cathy Burns on Risk, Leadership, and Fighting for Fresh

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.
 
Discover how a bold idea for a parking lot tent taught Cathy the importance of “putting your name on something” — a lesson she now passes on to leaders around the world. Cathy also opens up about her formative years, overcoming gender bias, and her passion for driving the industry’s fight for fresh produce on every plate.
 
With anecdotes about Stephen King sightings, square-dancing championships, and her relentless pursuit of 10,000 steps every day for 4 years, Cathy reminds us that great leadership is a mix of discipline, creativity, and courage. This episode is packed with humor, heart, and actionable insights for leaders at every stage of their journey.
 
Episode Highlights:
•“Put Your Name On It” — Why standing out matters in leadership.
•From Bagging Groceries to CEO — Cathy’s journey of growth and impact.
•Fighting for Fresh — How IFPA is driving global change for fresh produce.
•Fun facts: Square-dancing Queen, 10K Step Streak, and Her Run-in with Stephen King
 
Special thanks to all of our sponsors who made this episode possible — JR Imports, Lakeway Produce, HM Produce, Kern Ridge Growers, Equifruit, Sunfed, and IFCO.

Karen Caplan: Lessons in Leadership, Loyalty, and Legacy

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 relationships, and established a legacy that continues to shape the industry today. It’s a conversation packed with insight, inspiration, and the kind of wisdom only gained through experience.
This episode of The Fresh CrEd is proudly brought to you by JR Imports, your trusted partner for exceptional quality in the fresh produce industry.
🎉 Don’t miss out! Follow The Fresh CrEd on your favorite podcast platform to stay updated on future episodes featuring the people and ideas transforming the produce world. #TheFreshCrEd #LeadershipLessons #ProduceIndustry #JRImports #KarenCaplan #FamilyBusiness #Innovation

Fresh Perspectives: Inside the World of Watermelon Queens

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 a focus on education, advocacy, and the importance of supporting local farmers, they highlight the vital connection between the farm and the community.
 
Tune in to hear how these inspiring young women are using their platforms to promote fresh watermelon, educate future generations, and create lasting impact in the agriculture industry.
 
Special thanks to our title sponsor, HM Produce, for making this episode possible.

Banana Justice: How Equifruit is Redefining Fair Trade with Jennie Coleman

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 how Equifruit is challenging traditional industry practices and changing the way we think about bananas.
From her journey into fair trade to the impact Equifruit is making for farmers and communities worldwide, Jennie’s insights shine a light on the possibilities of a fairer, more sustainable future in agriculture.
Topics Covered:
• Jennie’s unique path from international development to transforming the banana industry
• Equifruit’s commitment to fair wages, sustainability, and ethical sourcing
• The real impact of fair trade practices on farming communities
• Strategies for educating consumers and retailers on the true cost of produce
• How Equifruit’s bold approach is setting new standards for the industry Join us as Jennie reveals why fair trade matters—not just for farmers, but for consumers who want to make a difference with every purchase.
Special Thanks to Our Sponsors:
• Title Sponsor: Equifruit
• Supporting Sponsors: Lakeway Produce, HM Produce, Kern Ridge Growers, JR Imports, SunFed, and IFCO
Don’t forget to subscribe for more episodes of The Fresh CrEd as we bring you real stories and insights from leaders across the produce industry.
If you’re interested in fair trade, ethical sourcing, or creating impact through sustainable choices, this episode is for you!
#ProduceIndustry #FairTrade #SustainableAgriculture #TheFreshCrEd #BananaJustice #Equifruit #EthicalSourcing #AgricultureInnovation #SustainableFarming #SocialImpact

Why Produce Needs a Marathon Mindset: Yan Branco on Tech, Farming, & the Future of Food

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 mindset” when it comes to tech adoption in the produce industry, especially with advancements like AI and vertical farming. From overcoming early hurdles to understanding the true pace of innovation, Yan shares how retail leaders are cautiously embracing change while navigating the unique challenges of produce sourcing and consumer education.
 
Listeners can expect a mix of humor, hard-earned industry wisdom, and honest reflections on what it takes to balance tradition with transformation in the fast-evolving world of agriculture. With topics ranging from the competitive pressures of the food market to strategies for increasing produce consumption, this episode is packed with valuable insights for anyone interested in food, farming, and the future of produce.
 
Key Highlights:
 
•Yan’s career journey in the produce industry
•Why patience is essential in tech and innovation for agriculture
•Vertical farming, AI, and the potential for industry-wide transformation
•The role of consumer education in driving produce consumption
•Building a collaborative approach to achieve industry change
 
Tune in for Yan Branco’s fresh perspective on what lies ahead for produce, and don’t miss upcoming episodes as we explore more voices from the Global Produce & Floral Show!
 
Special Thanks to Our Sponsors:
 
•Title Sponsor: Lakeway Produce
•Series Sponsors: HM Produce, Kern Ridge Growers, Equifruit, JR Imports, SunFed, and IFCO
 
Be sure to subscribe to The Fresh CrEd for more industry insights, stories, and future-focused conversations from leaders who are shaping the produce world!

Bridging Borders: Immigration, Agriculture, and Insights with Rep. Ruben Gallego

In this special episode, we sit down with Congressman Ruben Gallego, a dedicated public servant with a compelling story of perseverance and dedication. Born to immigrant parents from Colombia and Mexico, Ruben shares his journey from humble beginnings on the south side of Chicago to serving in the U.S. Marine Corps and eventually representing Arizona in Congress.
 
Join us as we delve into:
 
•His personal narrative: Overcoming adversity, serving in Iraq, and the challenges faced upon returning home.
•The transition to politics: What motivated him to run for office and his approach to serving his constituents.
•Immigration and border security: Insightful discussion on the complexities of immigration reform and its impact on both the economy and society.
•Agriculture and trade: The importance of the produce industry, tariffs, and fostering strong trade relationships with Mexico.
•Water rights and sustainability: Addressing the critical issue of water resources between the U.S. and Mexico and its effect on farmers.
 
This episode offers a candid look into the life of a congressman who continues to fight for the American dream and the constituents he serves. Whether you’re interested in politics, agriculture, or inspiring life stories, this conversation with Rep. Gallego is not to be missed.

Mastering Leadership & Strategy: Julie Krivanek on Executive Development in Fresh Produce

In this insightful conclusion to our Fresh Insights: The Future of Food Service series, we sit down with Julie Krivanek, President of Krivanek Consulting and a renowned expert in executive development.
With over 30 years of experience, Julie has worked closely with leaders in the fresh produce industry to enhance their leadership skills and create succession plans that ensure long-term business success.
Julie shares her deep knowledge on the evolving leadership challenges in the produce sector, particularly in the face of an increasingly complex and globalized market.
From developing talent to navigating family-owned business transitions, this conversation is a must-listen for executives, professionals, and entrepreneurs in the fresh produce industry looking to sharpen their leadership edge.
 
This episode is brought to you by Kern Ridge Growers, Wiggins Farms, SunFed, and IFCO.
 
Don't miss out on Julie’s transformative insights into leadership, coaching, and succession planning in an industry that's constantly evolving.
Subscribe and visit www.thefreshcred.com for more exclusive content!