MONTEREY, CA - The California Agricultural Leadership Foundation (CALF) announced that Lesa Eidman has been selected as its new President and Chief Executive Officer, effective Feb. 18. Eidman will succeed Dwight Ferguson, who has served in the position since October 2020.

“We are thrilled to welcome Lesa to the Ag Leadership team as our new President and CEO,” said CALF Board Chair Mike Young (Class 35). “Lesa brings to the role a deep connection to Ag Leadership, as a graduate of Class 49 and an actively engaged alum, as well as an inspiring vision for the future of Ag Leadership and California agriculture as a whole. Her passion and expertise will build on the strong foundation laid by Dwight and propel CALF to even greater heights.”

Young also expressed his gratitude for Ferguson’s contributions over the past four and a half years.

“Dwight has been instrumental in professionalizing our organization, leading our last strategic plan and positioning the foundation for long-term success and sustainability,” said Young. “His leadership has set the stage for an exciting future, and we are deeply grateful for his dedication and service. On a personal note, Dwight has become a close friend and mentor, and I am truly sad to see him go.”

Eidman has extensive experience with agricultural producers and associations over the past 20 years. Since 2015, she has worked for Superior Farms—North America’s top processor and marketer of lamb—first as Director of Producer Resources and Sustainability and for the past five years as Vice President of Sales. From 2003 to 2015, Eidman was the Executive Director of the California Wool Growers Association and California Pork Producers Association.

Eidman is a third-generation agriculturalist with a family heritage rooted in education and production agriculture. She earned a bachelor’s degree in agricultural business and management from Fresno State and a master’s degree in agricultural and resource economics from UC Davis.

“I am honored and excited to be the 10^th President and CEO of the California Agricultural Leadership Foundation,” said Eidman. “CALF has a strong mission of growing leaders who make a difference, and I am eager to build on that foundation. My vision is to elevate the organization’s trajectory, expanding its reach and impact to address the challenges and opportunities facing California agriculture. Together with our dedicated team and alumni network, we will continue to empower transformative leadership and shape a brighter future for the agricultural industry.”

Congratulations to Lesa Eidman on this new role!

GREENSBORO, NC - The Fresh Market announced that its Board of Directors has appointed Brian Johnson as President and Chief Executive Officer (CEO) effective February 3, 2025, replacing Jason Potter, who has decided to pursue a new opportunity. The Fresh Market thanks Mr. Potter for his service and leadership over the last five years.

Johnson has served as Chief Operating Officer (COO) at The Fresh Market since 2020 and brings more than 30 years of experience to the role, according to a press release. In the last five years, Johnson has helped oversee the expansion of TFM stores into new markets across the East Coast and Midwestern United States. Previously, Johnson served as Division Vice President at Brookshire Grocery Company in Texas.

Johnson stated, “I want to thank the Board of Directors and our team at The Fresh Market for putting their confidence in me. As a company, we have a lot of momentum going into 2025, and I look forward to working alongside the team at The Fresh Market as we continue to grow, innovate, and create meaningful customer experiences. I also look forward to working with the Board of Directors as we chart our course to becoming America’s premiere specialty fresh food retailer —or America’s most loved brand.”

Included in the senior leadership team reporting to Johnson are Revae Embs, Group Vice President of Human Resources, Emily Turner, Group Vice President and Chief Marketing Officer, and Marcio Ribeiro, Group Vice President and Chief Information Officer, who have all joined the senior leadership team within the last year.

WASHINGTON, DC - On October 4, 2024, the European Court of Justice (ECJ) issued a judgment concerning the labeling of organic products and the use of the EU organic label. The ruling could have lasting implications for trade into the EU market under the U.S. - EU Organic Equivalence, Alexis Bramley, Director of Strategic Projects for the Organic Trade Association, said in a recent statement. The statement read:

The judgment is the result of a case brought by a German company, Herbaria Kräuterparadies GmbH, which produces a food supplement made of fruit-based ingredients with added vitamins and iron. The German regulatory authorities determined the company needed to remove the EU organic logo and references from the product, as the EU organic regulations do not allow for the addition of vitamins and minerals, except in the case that it is required for the production of a specific type of product under EU or national legislation.

The company disagreed with the determination and took the case to the European Court of Justice, arguing it was receiving unfair treatment as the same product manufactured in the U.S. can be sold into the EU under the U.S. - EU Organic Equivalence and bear the EU organic logo. Current National Organic Program (NOP) regulations allow for the fortification of organic products, and this has not been determined to be a critical variance under the current equivalence agreement. 

Organic equivalence arrangements are a mutual recognition in the form of bilateral arrangements between key trading partners that reduce trade barriers and strengthen the supply chain. Organic equivalences recognize two systems as comparable and verifiable, though not necessarily identical, and acknowledge in certain instances that technical requirements will differ by jurisdiction or region. Ultimately, the goal of these arrangements is to recognize two countries’ standards as comparable without compromising the integrity of the organic designation in both markets. This allows for trade between the markets without the added burden of redundant national certifications throughout the entire supply chain. The U.S. - EU Organic Equivalency has been in place since 2012. 

After reviewing the Herbaria complaint, the European Court of Justice issued a judgement that processed products from third countries with recognized equivalent organic production standards, like the U.S., cannot use the EU organic logo if they do not fully comply with EU regulations. Products from third countries with recognized equivalent organic production standards, like the U.S., can however still export their products with the USDA organic seal. However, the ruling states that third countries can only use the EU organic logo if the product fully complies with EU organic production regulations.

To read more about the implications and potential outcomes, as well as what the industry should expect next, click here.

FRESNO, CA - A social media expert has joined the ranks at Trinity Fruit Company as the fresh powerhouse welcomes Anna O'Brien to the newly created role of Social Media and PR Specialist.

“With the constant shift in the landscape of social media, it is of the utmost importance to stay on top of trends and the ever-evolving space that encompasses social media marketing,” Anna said. “I am eager to bring new insight and ideas to Trinity Fruit Company and continue to help grow the brand’s online presence.”

In her new role, Anna oversees all aspects of Social Media and Public Relations, wielding nearly five years of experience within the social media marketing space. Prior to working at Trinity, Anna worked in influencer marketing, where she spent time in the brand operations side of the industry, as well as the influencer and affiliate marketing space. During this time, she built direct relationships with brands such as Walmart, Target, and Nordstrom to help negotiate collaborations with influencers. She also gained invaluable experience as an Account Manager, where she managed a variety of influencers in different social niches, providing them with strategies to help bolster their online presence, foster relationships with brands, and build a community with their social audience.

“I’m looking forward to expanding my knowledge of the produce industry and building a deeper connection with our agricultural community here in the Central Valley,” Anna said of her venture into the produce world. “The produce industry has always been close to my heart, as many of my family members work directly with produce in some capacity. I look forward to continuing to grow all of the different brands that fall under the umbrella of Trinity Fruit Company, and I’m eager to expand their social media presence across every social platform.”

“As Trinity Fruit Company continues to grow, so have our marketing efforts. We were thrilled to expand our marketing department by creating this new position,” shared Angela Hernandez, Trinity’s Vice President of Marketing. “With the ever-evolving nature of social media, it’s invaluable to have someone with her expertise who can navigate and adapt to changing algorithms effectively. When building our team, I focus on both skills and cultural fit, always aiming to think outside the box. Hiring someone from outside the industry has been a great asset, as it brings fresh perspectives and allows us to learn from other sectors. Anna’s diverse background has already proven to be a tremendous benefit to our team. We’re incredibly excited to welcome Anna to the Trinity Family!”

When asked about what drew her to her new role with Trinity Fruit Company, Anna had this to share: “I was drawn to Trinity Fruit through their ability to cultivate a healthy and positive work environment across every department. After my first meeting with Angela, I was overwhelmed by the sense of motivation, passion, loyalty, and genuine care exhibited toward Trinity Fruit. David and Lisa White truly care so deeply for each of their employees and treat everyone as family. I feel honored and blessed to have the opportunity to join the marketing team and work alongside and learn from such a brilliant group of women.”

Cheers to Anna O'Brien on her newest role and the beginning of her journey in fresh!

WATSONVILLE, CA - With 2025 officially upon us, now is the time to develop an understanding of the rising trends impacting consumers’ shopping habits. Wondering how to truly maximize success in these 11 remaining months? Look no further, as Driscoll’s Vice President of Marketing Frances Dillard recently uncovered three crucial consumer shifts taking place this year.

"2025 will be defined by a shift toward consumer-centric innovation, where brands that prioritize enhanced experiences and align with consumer expectations will lead the way in trust and satisfaction,” Frances shared exclusively with ANUK. “Millennial parents will continue to dominate purchasing decisions, however, recognizing and responding to the Next Gen and preparing for the unique preferences will be crucial in 2025.”

The three trends singled out in Frances’ predictions include:

• Consumer-Centric Innovation Will Be a Key Driver in 2025: Brands dedicated to enhancing the consumer experience will win in 2025. Aligning product marketing with consumer expectations will be imperative to building trust and satisfying customers
• Women Will Continue to Dominate Purchasing Decisions in 2025: According to Bloomberg, women are the primary decision-makers in most households and will remain the driving force behind the vast majority of product purchasing choices, influencing trends and shaping the marketplace across industries.
• The Fusion of Food, Beauty, and Fashion Will Shape Consumer Behavior in 2025: Trends like the "Strawberry Girl" aesthetic and "Blueberry Milk" nails are driving the integration of food, beauty, and fashion, captivating Gen Alpha and Gen Z. As this fusion gains momentum, brands will increasingly launch bold collaborations to engage younger audiences, transforming the future of brand marketing and consumer engagement.

“The fusion of food, beauty, and fashion—fueled by aesthetics like 'Strawberry Girl' and 'Blueberry Milk'—will redefine consumer behavior, inspiring bold collaborations that captivate Gen Alpha and Gen Z,” Frances added. “The future belongs to brands that embrace these dynamics with creativity and purpose."

Frances’ predictions are backed by over 20 years of experience as a high-impact leader in fresh. In her pivotal role, she spearheads Driscoll’s brand and category growth through brand management, performance marketing, omnichannel, corporate communications, and thought leadership.

Be sure to click back to AndNowUKnow to keep up with the latest trends shaping the fresh industry.