WATSONVILLE, CA - In this season of self-improvement, strawberries are leveling up their resolutions in contributing to a healthier world, body and soil. Approaching regenerative agriculture as a normal instead of a niche, Permanent Agriculture is a company looking to manifest as much as meet market needs. Alex Jimenez, Sales Account Executive for Permanent Agriculture, took some time to dive in with me.
Melissa De Leon Chavez: Before we dig into Permanent Agriculture’s latest product, Alex, can you tell me a bit about your role?
Alex Jimenez, Sales Account Executive, Permanent Agriculture: I manage our 12-month core organic/conventional and Mexican programs. I also oversee our new shipping location in Rio Rico, Arizona, where we are shipping both conventional and organic colored bell peppers, cucumbers, zucchini, eggplant, and green beans grown in partnership with our Mexico-based growers.
MDC: And in addition to all that, there is Permanent Agriculture’s newest offering. What are ROC strawberries, and what should buyers know about them?
AJ: Buyers should know that ROC (Regenerative Organic Certified) is third-party audited and outcome-based, providing a high level of transparency, credibility, and consistency across the supply chain. ROC strawberries are grown under the most rigorous agricultural standards in the industry. Beyond organic, ROC requires verified practices that improve soil health, enhance biodiversity, ensure animal welfare where applicable, and uphold strong social fairness standards for farmworkers.
MDC: What need or demand in the market do ROC strawberries help fill, and how does this highlight what sets Permanent Ag apart?
AJ: Our strawberries address growing buyer and consumer demand for products that deliver measurable environmental and social impact. They are the gem of our world-first assortment of regenerative organic certified items: berries, fresh vegetables, meats, nuts, and value-added items like bottled juices.
Retailers are increasingly seeking differentiated, values-driven programs that align with ESG, climate, and sourcing commitments. We don’t believe regenerative agriculture is a fleeting trend or niche offering. It is the future of food. Permanent Ag stands apart by bringing forward scalable, commercially viable regenerative organic programs.
MDC: From what you’ve shared, this is the latest in a building legacy of differentiation for Permanent Ag. Can you share a bit about these key points, specifically for the fresh industry?
AJ: Permanent Ag is a public benefit company dedicated to advancing regenerative organic markets by delivering better foods at better prices. We are the first in the industry to assemble a full assortment of regenerative organic certified items, ranging across strawberries, blueberries, apples, zucchini, eggplant, tomatoes, sweet and spicy peppers, green beans, potatoes, and onions. Outside the produce section, we supply key customers beef, chicken, nuts, and value-added items like popcorn, IQF vegetables, and bottled juices. We are experts at developing new supply chains, enabling our grower partners to implement regenerative practices, and bringing new items to market. This enables us to make a meaningful impact on natural retailers’ produce sections and private labels.
MDC: How did this all begin and who are some of the voices behind Permanent Ag, including yourself?
AJ: In addition to myself, the Permanent Ag sales team includes Keith Wall, who manages our ROC berries and vegetable programs; Dave Greer manages our ROC meats and fruits programs; and Wiley Webb, our Founder and Chief Executive Officer, manages our private label, industrial, and CPG programs.
We got our start by supplying mid and large-sized foodservice and industrial customers, which forced us to develop sharp pricing, national coverage, robust programs, and an ability to customize every program for our customers. Even if you are simply curious about regenerative agriculture and consumer trends in the space, please reach out! We love helping our partners succeed.
To sum it up, Alex explained Permanent Agriculture is committed to making regenerative agriculture work at a scale in the fresh produce industry—dependable supply, clear specifications, strong traceability, and collaborative planning with buyers well ahead of season.
With a goal to make regenerative agriculture a reliable, repeatable sourcing solution that delivers value to growers, retailers, and consumers alike, this is certainly a company set on helping the buy-side meet 2026 resolutions and beyond.
