How many of us can say we’ve seen our own words on trucks and signs across the country? Robert Gordon can. The man behind Sysco/FreshPoint’s “People, Passion, Produce,” clocked 36 years of significant contributions to both Sysco and FreshPoint, 12 of which he wore the mantle of President and Chief Executive Officer for FreshPoint before retiring in early September.
“After college, I started at a family produce distribution business that was sold, and thought I would end up going to Law School—but I ended up moving up instead of moving on,” Robert remembers of his humble beginnings.
Something that stands out as Robert tells me his story of earning his way from the sales desk to management, then a leader of divisions, regions, and, finally, FreshPoint entirely, is his frame of mind. Robert, as he will be the first to tell you, doesn’t see the point in doing something he doesn’t enjoy.
“What’s the point if you aren’t enjoying yourself?” he quips. “I loved when I was running one division and could really make an impact on everyone’s lives—I look back and think, ‘That was the best.’ But then I think of when I was able to help grow FreshPoint from 22 to 33 locations in my last five years and think that was the best…there are so many good experiences to choose from!”
This joy, along with a deep desire to understand all parts of the business he was learning to lead, inspired Robert to look beyond his job description and help keep his passion for the day-to-day grind alive.
“Once I took the leadership role over a distribution facility, I had the chance to learn and dig into all parts of the business. Culture and people have always been central: I wanted to wake up and be excited to go to work every day. So, I tried to make that happen for everyone we worked with and who worked for us,” Robert shares.
No wonder, when his marketing lead popped into his office one day asking what three words he thought of for FreshPoint, his instinctive response was: People, Passion, Produce.
"I wanted to wake up and be excited to go to work every day. So, I tried to make that happen for everyone we worked with and who worked for us."
Robert Gordon, Retired President and Chief Executive Officer, FreshPoint
Beyond his contributions to FreshPoint and Sysco’s legacy, Robert has also put down strong and intricate roots throughout the produce industry, proudly being a member of the inaugural Leadership Class that United Fresh began over 25 years ago and which the International Fresh Produce Association continues today. A time, he shares, in which he made career-lasting connections and is proud to have been among the heralds of programs to come for shaping influencers of our industry.
“We were Julie Krivanek’s first class, and I think we may have a reputation for getting things kicked off the right way!” he laughs. “When in Class 1, I was head of sales in Florida. It is amazing to spend time with a group for a single year and then have relationships and keep up with each other for over 30.”
Such relationships highlight a significant and foundational part of fresh produce overall Robert says he always worked to impress upon new employees, and to model for any who might follow.
“Despite the long days, I would push myself to go out after dinners at industry events for the chance to see people I hadn’t seen all year long. It’s an example I always tried to set for team members: the importance of being out and seeing everyone. Relationships are such an important part of this industry,” he says.
Thinking on not only those connections but how they and the experience further influenced him, it is no wonder to me that Robert went on to join a number of boards and committees to serve fresh produce.
"It’s an example I always tried to set for team members: the importance of being out and seeing everyone. Relationships are such an important part of this industry."
He has since been involved with the Culinary Institute of America's Society of Fellows Program and Central Florida's Second Harvest Foodbank, has been recognized as one of Florida's most influential business leaders by Florida Trend Magazine and as a champion for employees by The Orlando Sentinel. According to FreshPoint, Robert has also been open about the importance of government relations in the industry, often attending the United Public Policy conference in Washington, D.C., to discuss industry issues with members of Congress. And, to this day, Robert remains in community involvement and fresh produce through serving on the Governing Board of 4 Roots Farm in Central Florida.
“4 Roots is involved heavily in helping local farmers get their produce to consumers as well as a big Food is Medicine initiative,” he explains.
In short, it sounds as though Robert is not done yet. He shares how, should the right opportunity come along, his love for the industry continues and so will his service. In fact, his thoughts on why it was time to retire are so profound they give me pause.
“I was in my twelfth year as CEO, we’ve had unbelievable growth and success, and I don’t believe in going on forever. If I did a good job, then someone else can come in to do better,” he tells me. In fact, as I press for a favorite moment in his incredible career, Robert can only marvel at the unbelievable people making up the FreshPoint team and his pleasure to have had an impact on them. “The earlier you can think more about your impact, the better that will be—and that success will return to you.”
They are words I’m grateful to hear in time to put them into practice for my own story. So, to Robert, I say congratulations on your incredible legacy—and for what it still has in store. 
