Who would’ve thought meandering through the produce department could spur an epiphany? Certainly not me.
That was until my recent trip to Raley’s, where my need for a bell pepper had me pondering our human connection. Standing among the fruits and vegetables, gazing at the bright orange pepper in my palm, I thought of what other hands had played a pivotal role in getting that piece of produce to my basket.
As a trade news writer, I am more privileged than other consumers in knowing the stories of the people who work tirelessly day in and day out to feed the world. This experience left me with a bit of sorrow for those who do not hear these rousing tales and a lot of inspiration to ensure they are shared.
Maybe, perhaps, the thing that can provoke a little bit more humanity and connection—something that is easy to overlook in the hustle and bustle of life and the separation of screens—is fresh produce and a spotlight on the growers that make it a reality.
This idea was only solidified when I spoke with Antonio Villalobos, Executive Vice President, and Luis Webb, Vice President of Operations, at GR Fresh. Both men are part of the company’s third generation, bringing a fresh perspective to the historic company and the industry.
From highlighting the people behind the produce to sustainability and marketing, these two leaders are looking at the current state of fresh and the challenges it faces, while still planning for the future. Through their unique lens, they hope to encourage suppliers and buyers to follow their lead to make necessary advancements.
“I’ve done everything from picking to packing and sorting to managing product transportation, all the way back to marketing and selling, which is where I’m pretty much full-time,” explains Antonio as he takes a break from his day to chat with me. “I guess I’ve lived, grown, and eaten produce my whole life.”
Antonio’s grandfather, Juan Gonzales Reyes, founded GR Fresh nearly 70 years ago, giving his grandson a first-hand view of the industry and its inner workings. The same goes for Luis, who was deeply immersed in agriculture from as far back as he can remember.
From a young age, he, too, cultivated an authentic passion for the produce industry. Its combination of challenges and rewards kept him intrigued all these years.
“What I find particularly fulfilling is the realization that I am part of an industry crucial for the health and well-being of people. Vegetables are a staple in everyone’s diet, and contributing to something so fundamental is inherently rewarding. The industry’s dynamic nature keeps me engaged, and I thrive on the constant learning and adaptation required to navigate the challenges that arise,” Luis details, providing insight into how his love for this sector informs his desire to see it evolve. “Moreover, the networking aspect of the produce industry is something I value. Building connections with diverse individuals, from farmers to distributors and beyond, creates a vibrant and interconnected community. Every day brings new opportunities for collaboration and growth, making the entire experience both professionally and personally inspiring.”
With such profound connections to the produce industry, Antonio and Luis are ready to make their mark as the newest generation of GR Fresh, but in a way that celebrates everyone involved within the company, from seed to shelf.
For Luis, this means inspiring more young people to take up the mantle of their family businesses or join the ag industry, even without familial ties.
“I would like to see a surge in talent and passion,” he relays. “There’s a common narrative that the next generation is turning away from the produce industry, often citing a lack of pertinence or perceived reward. Yet it’s crucial to recognize this industry demands capable and passionate individuals. With each season presenting unique challenges, having open and diverse minds is imperative to finding innovative solutions.”
He believes that creating avenues for mentorship and knowledge transfer is vital to achieve this. Connecting experienced professionals with the next generation can provide valuable insights and guidance, making the industry more appealing and accessible.
What better place to find these insights than in the minds of the growers who know the business and their fields like the back of their hands? While wanting to inspire the next generation, Antonio finds it vital to spotlight the people behind the produce to show consumers and buyers how important growers are to the world.
“I think consumers lost touch with growers and everything they go through. You name it and they experience it: climate change, exchange rates, plagues and diseases, and crop issues,” expresses Antonio. “We’ve moved away from putting their interests first, and if we don’t have growers to supply us with product, then there’s nothing after that. We must put them at the center and do everything around their needs. If we don’t put growers first, I don’t think we have a sustainable system and products for the future.”
Keeping this in mind, Antonio believes that more focused, grower-oriented sales and marketing incentives are crucial to driving home the importance of everything farmers and farmworkers do and the challenges they are actively overcoming.
As Luis points out, the trials and tribulations growers face pose a serious threat to the future viability of the produce industry. With solutions and action, the number of farmers unwilling to take on the risk could grow.
“The characteristic unpredictability in agriculture, combined with fluctuating market conditions, often means the risks taken by growers are not consistently met with proportional returns,” he informs. “Moreover, challenges at the borders, such as trade complexities and regulations, pose additional obstacles for growers. Navigating these issues can be time-consuming and financially difficult, impacting the overall efficiency of the supply chain.”
“Building connections with diverse individuals, from farmers to distributors and beyond, creates a vibrant and interconnected community. Every day brings new opportunities for collaboration and growth, making the entire experience both professionally and personally inspiring.”
Luis Webb, Vice President of Operations, GR Fresh
Adding to these hurdles, Antonio points to environmental concerns as another pain point for growers and, therefore, the industry.
“We’ve moved from predictable seasons and volumes to very unforeseeable volumes and seasons. It’s becoming a huge challenge for growers to predict what next season will be like,” he shares. “We know no season is the same, but we could forecast a little bit better before. With all this climate change, things are very different in every area we move to. Mother Nature has changed the rules of the game quite a bit, adding an extra layer of stress for growers who already have to adapt to conditions constantly.”
Facing these challenges, we are left with one question. What does this mean for the future development of the industry? While we don’t have a crystal ball to gaze into, both leaders feel the landscape of fresh produce could be drastically different without change.
“One significant consequence is the potential reduction in the overall produce supply. Challenges may lead to a decline in the number of producers willing to engage in production. This decrease in supply can have a falling effect on the market dynamics. With less produce available, consumers may experience higher prices for fruits and vegetables due to the reduced availability, potentially altering consumption patterns and preferences,” Luis reasons. “Furthermore, the hurdles affecting the industry may disrupt traditional seasonality. Climate change and unpredictable weather patterns can impact the timing and success of crop harvests, leading to variations in the availability of specific produce during different seasons. All of these things could reshape consumer expectations and force the industry to adapt to a more volatile and dynamic market.”
That said, this train can still be rerouted with the implementation of innovative thinking and progressive plans, but they do require patience.
“I think we’re trying to find short-term solutions and are expecting results quickly,” says Antonio. “However, produce isn’t the industry for that. You’re talking about water, resources, and labor; it takes time. In a world where we’re used to having things quickly, we have to realize that it is difficult to translate the speed and technology of other sectors to the produce industry. That doesn’t mean changes are ineffective, we just have to keep trying.”
Some of the prominent changes taking place within the new generation of fresh candidates are environmental awareness and perception.
“The younger generation of leaders is increasingly aware of the environmental impact of agricultural practices and is actively incorporating sustainable methods into the industry. These include embracing eco-friendly farming techniques, reducing carbon footprints, and promoting overall environmental stewardship,” Luis tells me. “Additionally, the shift in attitude toward food appearance is pivotal. Young leaders are challenging traditional norms that prioritize perfect-looking produce. There is a growing acknowledgment that the visual imperfections of fruits and vegetables do not compromise their quality or nutritional value. This mindset shift has reduced food waste, as more consumers are willing to purchase and consume produce that might deviate from conventional visual standards.”
To overcome the new and long-standing challenges placed in our industry’s path, transformation must start with growers before making its way through the supply chain to the aisles. However, we must all play a part in the process, reaching out a hand where possible and opening our minds to innovative ideas set forth by the latest generation of leaders.
“With all this climate change, things are very different in every area we move to. Mother Nature has changed the rules of the game quite a bit, adding an extra layer of stress for growers who already have to adapt to conditions constantly.”
Antonio Villalobos, Executive Vice President, GR Fresh
Like produce’s journey from seed to store, change must follow the same progression.
What started with farmers planting seeds ended in a shining orange bell pepper clutched in the palm of a trade writer’s hand that inspired a search for answers from two influential leaders. In other words, change won’t always happen on its own; sometimes, we have to seek out the places where it can be implemented and do the work ourselves. 
