The Fresh CrEd

Driving Collaboration & Innovation: Sobeys, Misionero & IFPA at the IFPA Retail Conference

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.”
Joe Merenda, President / COO at Misionero
Unpacks how regional supply chains are evolving, the power of intimate, decision-maker-driven events, and why right-sized agility lets them launch custom salad kits that drive consumption.
Joe Watson, VP of Retail, Foodservice, and Wholesale at IFPA
Reflects on the purpose behind this tight-knit gathering, how interactive breakout sessions amplified ideas between supply-side and retail leaders, and what’s next for the conference in Phoenix.
Special thanks to our sponsors—Misionero, Born Farms, IFCO, SunFed and the International Fresh Produce Association—for making this episode possible.
 
🔔 Subscribe to The Fresh CrEd for more insider conversations on branding, supply-chain strategy and the innovations moving produce forward.

Border to Border: Viva Fresh 2025 Wrap-Up

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 underscores the Tex-Mex corridor’s role as North America’s produce connector
• Creative pre-show networking ideas—from lazy-river floats with cocktails to poolside pitch sessions
• Blending culinary innovation with industry advocacy: scratch-made produce dishes, keynote highlights and everything in between
• The unsung work of TIPA’s volunteer leaders and Full Tilt Marketing to nail every operational detail
• Early reflections on the keynote delivered by the former migrant farmworker-turned-astronaut
Plus candid stories from the floor, a few laughs, and a sneak peek at Viva Fresh 2026 in San Antonio.
🎧 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.

From Bag Boy to Produce Boss: Jon Holder’s Journey & Retail Wisdom

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 Hispanic-focused offerings
• Tariff uncertainty and pricing pressures
• Why respect and relationships still matter most in the produce industry
Plus: hunting stories, career pivots, and a powerful reminder that perseverance through personal loss can shape not only your leadership—but your legacy.
🎧 Listen now and get a front-row seat to one of retail’s most quietly influential careers.
🔈 Sponsored by: SunFed, IFCO, Monterey Mushrooms, EXP Group LLC, AnaVale Produce, ArtMX Produce, Agro GonzaMex, Athos, Agrival, and the Texas International Produce Association
#FreshCrEd #ProduceIndustry #RetailLeadership #JohnHolder #SuperiorGrocers #VivaFresh2025 #FoodIndustry #CareerJourney #PodcastLaunch

Cultivating the Future: Students, Tech, and the Power of Exposure at Viva Fresh

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
• The value of exposing students to real-world produce careers
• Why South Texas is ripe for agricultural investment
• How competitions and hackathons could unlock next-gen solutions
• The industry’s biggest challenges—from outdated systems to tech adoption
• Sabastian’s take on bringing marketing and innovation to a “simple but high-quality” industry
 
It’s a conversation about roots, relevance, and rethinking how we attract the next wave of talent into agriculture.
 
🎧 Sponsored by:
SunFed, IFCO, Monterey Mushrooms, AnaVale Produce Corp, AgroGonzáMex, Agrival by First Produce, Art Mx, Athos, and the Texas International Produce Association (TIPA).
Huge thanks to these partners for making our Viva Fresh 2025 series possible.

Hustle, Humor, and H-E-B: Austin Moore’s Fresh Take on Produce

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 dig into:
• Getting his start with cash-in-hand pirates of West Texas produce
• The evolution from street smarts to corporate leadership
• How H-E-B balances scale with community focus
• The difference between managing vs. developing people
• Why patience and people-first mentality still win
• His unexpected entry into retail—and what’s kept him hooked
 
Plus, some wild stories from the early days, a few laughs, and a sharp look at where the industry’s headed.
 
🎧 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.

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