CORONA, CA - The rarity of a 100-plus-year-old produce company in today's industry gives many members pause. Backed by decades of experience, wisdom, and continuous innovation, these companies remain far from relics, but sources of resilience, history, and transformation. As we head toward IFPA's global Produce & Floral Show October 14–16, the company is preparing its vision and message to encompass its robust distribution network, global sourcing partnerships, and deep market expertise.
"This year, our core message is simple: they got bigger, we stayed focused. 112 years. Zero pivots," Kellen Stailey Martin, Vice President of Marketing, shares with me. "The industry is in a period of significant change, and we chose this moment deliberately. The contrast between what Index Fresh represents and what is happening around us has never been more relevant."
Index Fresh's 2026 avocado lineup reflects that vision: Avoettes Mini Bags for snacking occasions, Jumbo Bags for hosting, game day, and large-basket stock-up, and Organic Cellulose Bags for eco-conscious purchasing.
New to the program, Index Fresh is also introducing its California Premium Punnet, a new premium Hass 4-pack in a sustainable paper tray, hand-picked from California groves.
And it would not be an Index Fresh showcase without its California Crema GEM avocados, which just wrapped its strongest LTO season yet, with program sales doubling year over year and the customer base up 55 percent in five years.
But before we celebrate too much, John Dmytriw, Vice President of Business Development, reality-checks me on the produce industry.
"Before you sign your next avocado supply agreement, ask your supplier a few questions: Are avocados their core business? How many middlemen sit between the grove and your shelf? Can they truly supply 52 weeks a year without gaps? Do they stand by contracts when the market turns? Are they certified on global deforestation and labor standards?" he says. "We pass every one of those. In addition, our account teams are empowered decision-makers. When a buyer calls, they reach someone who knows their program and can act. And our 52-week global sourcing network, with California at the center, is built for the kind of stability that does not depend on favorable market conditions to hold together."
As John sees it, the category is dealing with real uncertainty: consolidation, pricing volatility, shifting account teams, and buyers who do not know how service will change.
"We do not rush to declare force majeure. We curate our market updates. We have a dedicated team of sourcing and sales professionals with deep roots across North and South America who provide real, current intelligence, and then act on it. When markets move, buyers hear from us first because we are already tracking it," John adds.
Flexible pricing and customized programs—across origin, volume, and size curve—meet buyers where they are.
To learn more from the team, visit booth #4157 in Orlando, Florida, where John Dmytriw, Vice President of Business Development, will be on the floor discussing programs and market intelligence. He will be joined by Debbie Willmann, Vice President of Sales, who manages some of the most complex avocado programs in the country, and Dalila Rivera, Vice President of Global Sourcing, who brings deep expertise across Mexico, Central America, and South America.
Index Fresh's Sales and Business Development team, Susie Rea, Bobby Fingerlin, Carlos Duarte, and Daniel Rock, will all be on hand, and the operation’s President and Chief Executive Officer will be there throughout the show. Visit the marketing team to discuss product development, merchandising support, and sustainability initiatives as well.
The clock is ticking, and I am one foot out the door already! See you at the Global Produce & Floral Show in just a few weeks!
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Index Fresh
Index Fresh uses a hands on approach that places value in honesty, integrity, and good old-fashioned common sense. We…
