The Fresh CrEd – Details, episodes & analysis

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.

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

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

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!

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.

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!

Welcome to another installment of Fresh Insights: The Future of Food Service on The Fresh CrEd podcast! In this episode, we sit down with award-winning Chef David Ruiz, a culinary visionary who is transforming the way we think about fresh produce and modern menus.

Chef Ruiz shares his journey from the kitchen to becoming a key innovator in the food service industry. He discusses the latest culinary trends, the importance of sustainability, and how to effectively integrate fresh produce into high-impact menus. Whether you’re a culinary professional, a food enthusiast, or simply curious about the future of food service, this episode offers valuable insights into the evolving world of fresh food.

A special thank you to our series partners: Kern Ridge Growers, Wiggins Farms, SunFed, and IFCO for their support.

Don’t miss out on Chef Ruiz’s expert insights—subscribe now and visit www.thefreshcred.com for more exclusive content!

Welcome to the next installment of Fresh Insights: The Future of Food Service! In this episode, we dive deep into the world of food distribution with Joe Merenda, a seasoned leader in the produce industry.

With decades of experience under his belt, Joe shares his unique perspective on the challenges and opportunities facing foodservice distribution today.

From navigating supply chain disruptions to embracing new technologies, Joe discusses the critical factors that are shaping the future of the industry. He also offers insights into how companies can adapt to the ever-changing landscape of foodservice, ensuring they stay ahead of the curve.

Whether you're a produce professional, an industry insider, or simply interested in the behind-the-scenes workings of food distribution, this episode offers a wealth of knowledge and expertise.

Special thanks to our sponsors: Kern Ridge Growers, Wiggins Farms, SunFed, and IFCO.

Tune in to gain valuable insights from one of the industry's most experienced voices, and don't forget to subscribe for more episodes of Fresh Insights!"

Welcome to the third installment of Fresh Insights: The Future of Food Service! In this episode, we sit down with Andy Hamilton, CEO of Markon, a visionary leader in the fresh produce industry. Andy shares his expertise on the economic factors influencing the produce sector, the challenges faced by distributors, and the strategic decisions that are shaping the future of fresh food.

Andy offers a deep dive into the impact of global economic trends, supply chain dynamics, and the ongoing evolution of consumer demands in the produce industry. His insights provide valuable perspectives for anyone interested in the intersection of fresh food and business strategy.

This episode is filled with actionable insights on navigating the complexities of the modern produce landscape, making it a must-listen for industry professionals, business leaders, and anyone passionate about fresh food.

Special thanks to our sponsors: Kern Ridge Growers, Wiggins Farms, SunFed, and IFCO. Tune in and learn from one of the industry's leading voices as we explore the future of fresh produce.

Don't forget to subscribe and visit www.thefreshcred.com for more exclusive content!"

This episode of The Fresh CrEd podcast is brought to you by Wiggins Farms.

Welcome to the 2nd installment of Fresh Insights: The Future of Food Service! Join us as we sit down with two industry leaders who are transforming the fresh food landscape. Steve Grinstead, CEO of FreshEdge, and Dorene Mills, award-winning chef at Hannaford Supermarkets, share their insights on the current trends and future of fresh produce.

Steve discusses the rapid consolidation in the food distribution industry, the importance of innovation, and the future outlook for fresh produce. Dorene dives into the evolving world of home meal solutions, the growing demand for fresh and ready-to-eat produce, and her journey as a chef driving change in the supermarket sector.

This episode is packed with valuable insights on market trends, consumer behavior, and the importance of adaptability in the food industry. Whether you're a food enthusiast, industry professional, or simply curious about the future of fresh food, this episode is for you.

Special thanks to our sponsors: Kern Ridge Growers, Wiggins Farms, SunFed, and IFCO.

Tune in and discover how these leaders are paving the way for a fresher, healthier future.

Don't forget to subscribe and visit www.thefreshcred.com for more exclusive content!