CARLSBAD, CA - The beauty of the Women’s Fresh Perspectives Conference is that it evolves to meet the needs of today’s fresh produce professionals—those entering the industry, navigating it, or leading it. As Beth Keeton, Founder of Elephant House PR and Co-Chair of the conference, tells me, this year’s attendee experience includes many of the coveted opportunities that women have come to expect, as well as some less-addressed topics that can help pave the way for personal and career growth.

“One of the things I love about Women’s Fresh Perspectives is that we continue to expand the conversation around leadership,” Beth shares with me. “This year, we’re diving into topics like boundary-setting, negotiation, and financial confidence—skills that are critical for career growth but often aren’t openly discussed. These are the kinds of practical conversations that truly move people forward. I’m especially excited that we’re leaning into health and wellness more holistically this year as well. We’re acknowledging real topics like menopause while also encouraging women to look closely at nutrition, movement, and mindset as part of their overall leadership capacity.”

Beth reflects that when people are healthy and supported as whole individuals, they show up as stronger leaders for their teams and organizations.

When I first met Beth years ago, I was immediately made comfortable by her kindness and compassion as well as her sophistication and strength—so discovering that Beth was Co-Chair in 2026 was not a surprise but definitely a reason to celebrate. It has been beautiful to see how Beth’s own experience with the conference also informs her spirit.

“What makes this conference special is that it’s not just about individual development—it’s about strengthening the entire industry,” Beth expresses. “When women return to their companies with stronger leadership skills, greater confidence, and deeper networks, that growth ripples outward across teams and organizations.”

One of the ripple effects of the conference is the experiences it creates around mentorship and continuous development.

“The mentorship program is powerful because it’s not a one-way exchange,” Beth shares, outlining the groundwork for excellent mentorship. “Mentors bring experience and perspective, while mentees bring fresh ideas and new energy. Both sides walk away with deeper insights and stronger connections across the industry. Strong industries don’t happen by accident—they are built by intentionally developing the next generation of leaders. The mentorship program helps create that pipeline by connecting emerging professionals with experienced leaders who can guide, challenge, and champion them as they grow.”

Women like Beth know that there is no one-size-fits-all experience for the conference, for a career, and for life.

When we are acknowledged for both our individuality and our shared experiences, the space for growth burgeons into an ecosystem where we can all thrive.

NOGALES, AZ - Divine Flavor announces the promotion of Jeremy Giovannetti and David Reyes to key leadership roles within its expanding vegetable division, reinforcing the company’s commitment to strengthening its commercial operations and driving growth across North American retail.

Giovannetti has been promoted to Director of Sales – Vegetables. In this role, he will lead the vegetable division’s commercial performance, overseeing Sales and Business Development while managing the company’s Farm-to-Market strategy to drive revenue, profitability, and customer satisfaction.

“After spending a lifetime in the produce industry and stepping away for a few years, I realized how much I truly missed the business,” said Giovannetti in the recent release. “This opportunity allows me to return to an industry I’m passionate about while working alongside a fantastic team at Divine Flavor. I’m excited to contribute and help build upon an already outstanding program.”

Giovannetti brings decades of leadership experience in the produce industry, including category management, sales strategy, and global supply chain development. He has led diverse operations, built grower networks across the U.S. and internationally, and directed high-performing sales teams.

Reyes has been promoted to Director of Business Development – Hothouse and Vegetables. In this role, he will focus on driving sustainable growth through strategic retail account development, strengthening key partnerships, and expanding Divine Flavor’s presence in new markets, while working closely with procurement and grower partners.

“I am both honored and excited to step into this role,” said Reyes. “The trust the Divine Flavor team has placed in me is both humbling and motivating. Our vegetable category has significant untapped potential, and I look forward to working alongside our team to take it to new heights.”

Reyes brings nearly a decade of experience in the fresh produce industry and has played a key role in growing retail partnerships and supporting the expansion of Divine Flavor’s vegetable category.

Carlos Bon, Senior Vice President of Sales, added: “Having known Jeremy for more than 15 years, I’m ecstatic to have him fully on board. I joke telling him he was like Jordan going to baseball—I’m glad we talked him into un-retiring from produce. He brings experience and an amazing demeanor to our team,” said Bon.

“Having David as a coworker for 2 years now, I’ve been amazed at his ability to clearly communicate our essence as a company. He is the perfect person to represent our family with our customers. I’m glad he accepted this challenge and I know he will succeed in this new position.”

These promotions mark an important step as Divine Flavor continues to invest in its people, strengthen its leadership team, and expand its vegetable category.

BAKERSFIELD, CA - As soon as Phil Gruszka mentions "commoditization," my ears perk up. In an industry where we have so many unique, healthy, versatile, and, let’s not forget, beautiful fruits and vegetables, there is still the pressure of commoditization.

From the importance of persistence and consistency in produce marketing to the cost of silence when companies stop telling their story, and why digital attention should not be dismissed as a vanity metric, Phil is constantly looking for the solutions to ward off the pitfalls and blind spots that keep a rising tide from lifting all boats.

In this case: commoditization.

It’s one of the biggest risks facing growers and marketers today—and it can happen quickly.

When Great Produce Becomes “Just Another Fruit or Vegetable”

“Commoditization occurs when products lose their identity and become interchangeable in the eyes of buyers and consumers. In that environment, the only remaining point of comparison is price,” Phil begins. “The produce industry has seen this cycle repeatedly. A new variety or program launches with excitement and momentum. Retailers promote it, marketers tell the story, and consumers begin to recognize the packaging and the name. But over time, if that storytelling fades, the identity behind the product begins to fade with it."

As Phil continues, eventually, the consumers’ conversation shifts from “Which brand?” to simply “Which one is cheapest this week?” This cycle could repeat itself this year, given the challenges we all face.

As Phil often tells clients:

“In produce, the distance between a premium brand and a commodity is often just one silent season,” he reflects. “That transition can happen faster than many companies realize.”

The Invisible Work Behind Every Acre

“The irony is that commoditization often happens to products that represent tremendous effort and innovation,” Phil expresses. “Growers spend years selecting varieties, improving farming practices, refining harvest timing, and investing in better flavor and quality. Entire teams dedicate their careers to producing exceptional fruit and vegetables. Yet when those efforts are not communicated consistently, all that differentiation becomes invisible in the marketplace.”

Without context, even outstanding produce risks blending into the background of the category.

Buyers Need Differentiation

“Retail buyers face constant pressure to deliver value, manage margins, and keep their produce departments interesting for shoppers. They evaluate dozens of products every season,” Phil lays out. “When growers/shippers fail to clearly communicate what makes their product different season after season, buyers are left with very few variables to evaluate. In many cases, price becomes the easiest and most objective comparison.”

What Phil explains is that marketing, storytelling, and brand identity help change that equation. All elements provide buyers with reasons to believe a product will resonate with shoppers and drive movement off the shelf. A mosaic, a narrative, if you will. Differentiation reduces risk.

Consumers Want More Than Anonymous Produce

Today’s consumers are surrounded by brands in nearly every aisle of the grocery store. Snack foods, beverages, dairy, and packaged goods spend billions of dollars building identity and recognition. Their historical marketing spending dwarfs that of the majority of those in the produce industry.

But, what is at stake? Produce competes for attention in that same environment.

“When fruits and vegetables show up with little context or personality, they risk becoming anonymous compared to the branded products surrounding them. But when produce companies communicate origin, flavor, farming practices, and purpose, they transform something ordinary into something memorable,” Phil notes. “That transformation is what protects value.”

Preventing the Commoditization Cycle

Avoiding commoditization doesn’t require flashy campaigns or massive advertising budgets. It requires consistency, Phil expresses.

Consistency in telling the story behind the farm.

Consistency in packaging and brand presentation.

Consistency in showing up across trade communication, digital platforms, and retailer relationships.

Consistency season after season

“Over time, these touchpoints reinforce recognition and help buyers and consumers understand that a product represents something more than just another item in the produce aisle,” Phil tells me.

The Final Word

“Commoditization rarely happens because the fruit isn’t good enough. More often, it happens because the story behind the fruit was never fully told—or eventually stopped being told,” Phil shares. “In fresh produce marketing, identity is fragile. When companies actively communicate their story, they create differentiation and build value over time. When that voice fades, even the best products risk becoming just another commodity.”

So, Phil has a question—for every grower and marketer, it's simple:

What makes your product different—and are you making sure the market knows it?