Self-assured, well-spoken, and able to celebrate herself and her accomplishments, Amanda Knauff is the perfect bridge between the last and next generations of women in produce. While some may see fit to pass the torch, she is determined to ensure the flame burns brighter and stronger by the time she’s moved from mentee to mentor.
“I started my career with Nestlé in Vancouver, British Columbia, Canada, where I’m from,” Amanda tells me when I ask how she found herself working for Taylor Farms. “Eventually, I moved to Kraft Heinz, where I was selling salad dressing. While there, I convinced leadership to send me to a fresh produce show. My last booth was Taylor Farms.”
Six years later, she has had a strong hand in growing the company’s brand presence in Canada, rising to the responsibility of Vice President of Sales, Canada and Northeast USA for Taylor Farms.
“One of my bosses, Kevin Silver, has always been the first person to help me navigate anything. I go to him with all the big issues I come across and, no matter how busy he is, he always makes time for me,” Amanda shares.
Kevin, now General Manager for Taylor Farms Canada, was Vice President of Sales at the time the two met. Having followed up with her after that first trade show, he offered her a job on the spot.
“Taylor Farms rolls with its gut. If there’s a good feeling that it’s the right thing to do, it moves forward. [...] It’s been really great to work for a company that goes with people they believe in.”
Amanda Knauff, Vice President of Sales, Canada and Northeast USA, Taylor Farms
“It’s the best risk I’ve taken,” Amanda says of the industry jump. “Taylor Farms rolls with its gut. If there’s a good feeling that it’s the right thing to do, it moves forward. As a result, our trajectory of growth in Canada has been amazing, and six years later I’ve found myself in a VP role—which I could not have imagined. It’s been really great to work for a company that goes with people they believe in.”
As she has carved out this career, others have helped Amanda to light her path through produce. Some, like Sierra Johnston, have been by happy accident and others, like Melissa Oliver of Bolthouse Fresh Foods™, with complete intention.
“I met Melissa through the International Fresh Produce Association’s Women’s Fresh Perspectives Conference, and she is my only experience with formal mentorship,” Amanda laughs, observing how little time matters in the power of someone’s influence. “It’s been just over two years, but she made an impact immediately when I needed quick advice in a scenario. It has been an eye-opening experience to even seek such relationships out.”
Sierra, formerly of Save-On-Foods, was an organic connection through the companies’ partnership.
“Sierra and I are of a similar age, and it was a breath of fresh air to meet someone with the same drive and commitment as me,” Amanda recalls. “Sierra is a risk-taker by moving around Canada for her career advancement, has incredible people management—having led several large stores—and is clearly respected by her company to take on key roles. I’m fortunate to steal some knowledge as she’s navigated those changes.”
Similarly impulsive was Amanda’s burgeoning supportive relationship with iTradeNetwork Senior Vice President of Customer Success Lamia Barrington.
“Lamia and I connected at a Quebec Produce Marketing Association (QPMA) event and have stayed in touch ever since. We’ve connected on how to better impact leaders, both for our organization and leaving a positive impact. Now, she has started a women’s group at iTrade and invited me to speak at her events, which is always very humbling. She is also one of the calls I make to invite to speak at my events. I respect her so much in both how she leads her personal and work responsibilities, and this mutual support is an important and underrated part of mentorship,” Amanda reflects.
“I’ve found the most helpful voices are the transparent and direct ones. There’s no point for smoke and mirrors when it comes to growth. In looking for a mentor, I recommend people who are honest and resonate with you. And if someone comes to you for help, be transparent.”
Amanda Knauff
Thinking on these women and the different ways they have crossed Amanda’s path, we discuss how any impact, big or small, can integrate someone’s voice into your everyday practice.
“People say things that can intentionally or unintentionally influence you,” Amanda observes. “I’ve found the most helpful voices are the transparent and direct ones. There’s no point for smoke and mirrors when it comes to growth. In looking for a mentor, I recommend people who are honest and resonate with you. And if someone comes to you for help, be transparent.”
It is a perspective Amanda is honing as she helps build out more female-focused programs, and she is further encouraged seeing how initiatives are growing to support under-represented groups within the industry.
“Building up and supporting women in our industry is something I’m very passionate about and I challenge others to think outside the day-to-day to see how they can encourage positive change. I seek out how to get involved when I hear about programs like the Canadian Produce Marketing Association’s (CPMA) Women in Produce Working Group,” Amanda says. In fact, she points out, building a network does more than enhance your career—it can make events something to look forward to. “Often employees might be sent on trips alone, or have to go to an event solo. Getting involved with mentor/mentee programs and building a network makes an event a better experience.”
This is particularly true for women, and Amanda is passionate about enhancing female produce support so the power of knowing people in the room is as widespread as possible. This passion can be seen too in her also having co-founded the Ontario Produce Marketing Association’s Women’s Produce Network.
“I know what it’s like to be on my own, not knowing many people in a room. Many amazing people have taken time to ensure I was taken care of. Now, I want to pass that on by being a people connector myself. To encourage others to step outside their comfort zones. There are amazing things on the other side of comfort,” she shares.
Amanda’s parting words on offering or asking for mentorship carry beyond the workplace: The worst someone can say is no. If they do, don’t take it as rejection—take it as the wrong fit, knowing there’s a better one around the corner. 
The Mentors
Here is what they have to say about Amanda...
Kevin Silver,
General Manager, Taylor Farms Canada
“I’ve had the pleasure of working with Amanda for over six years now. What struck me immediately with Amanda is how easy conversation flows when talking with her. She has a very positive, vibrant, and engaging presence. Amanda takes pride in building strong working relationships with her customers and colleagues. Always ready to take on a challenge with a solution-focused approach, she has blossomed into a respected leader within our organization. Amanda is also making a positive impact on the produce industry with her involvement in the Ontario Produce Marketing Association, serving as Chair of the Board and helping to lead the creation of the Women’s Produce Network. Amanda has a desire to learn and grow as a leader, always receptive to feedback and not shy to ask for guidance.”
Melissa Oliver,
Vice President of Retail Channels, Bolthouse Fresh Foods™
“Two years ago, I had the pleasure of meeting Amanda for the first time at the IFPA Women’s Fresh Perspectives Conference. Paired through the mentor program, our personalities matched—I was lucky to have an opportunity to be a mentor for Amanda. After our initial meetings, it quickly became evident that Amanda’s commitment to her team, customers, and company is unparalleled. She demonstrates an exceptional work ethic. Through our conversations, touch-bases, and ongoing interactions at industry events, Amanda’s dedication, integrity, and professionalism have consistently shone through. Her relentless drive and principled approach make her a standout leader and a great mentor in the making.”
Sierra Johnston,
General Manager, Pattison Food Group
“I had the privilege of meeting Amanda at the CPMA Convention a few years ago. At first meeting, I could tell she was a force to be reckoned with. Her energy, passion, and supportive nature were infectious, and you could tell she is highly respected by her team and the industry. I was new to the produce industry and Amanda made the effort to engage and connect with me, which developed into a mutually beneficial relationship. She is a natural, easy leader and her approachable demeanor is inspiring. Not only has she achieved enormous success in her career aspirations, but she also is active in supporting the development and connection of others in the industry. Amanda will continue to improve the produce industry through her leadership, strong ability to build relationships, and focus on supporting others. I truly look forward to what Amanda will succeed at next.”
Lamia Barrington,
Senior Vice President of Customer Success, iTradeNetwork
“I get goosebumps thinking about the huge impact Amanda will continue to make. I don’t know if she knows, but she’s my role model! I met Amanda at the QPMA Convention a year ago and we instantly hit it off, only to later find out we are basically birthday twins—it was super cool to celebrate us at CPMA! She has this amazing and welcoming presence about her—I did not need to know much about Amanda to see and feel her passion for the industry. We had a conversation about leadership right after she was promoted into her new role and the work she’s doing to promote and support women. For me, it further validated that she is the kind of leader many of us aspire to be. Her drive, dedication to her team, work ethic, and passion for influencing positive change make her not only a great leader for Taylor Farms, but everyone in the industry who gets the honor of meeting Amanda.”
