MISSION VIEJO, CA - The Hass Avocado Board (HAB) announced the appointment of Parisa Salehi as Senior Director of Industry Engagement, a role that underscores HAB’s commitment to its 2026–2030 Strategic Plan and to strengthen collaboration across the U.S. avocado industry to advance strategic priorities.

In her new role, Ms. Salehi will lead initiatives designed to deepen industry relationships and demonstrate the value of HAB programs to U.S. assessment payers, expand leadership development through the BOLD (Board Leadership Development) program, and advance the Avocado Sustainability Center (ASC) mission and priorities.

“I am honored to join HAB at such a transformative time. Industry engagement is not just priority—it is an imperative for a thriving US Avocado industry,” said Parisa Salehi, incoming Sr. Director of Industry Engagement, in the recent release. “My goal is to build strong partnerships and deliver programs that empower stakeholders while advancing our shared commitment to HAB’s vision and mission,” she added.

As HAB welcomes Ms. Salehi, the organization also celebrates John McGuigan, retiring after years of dedicated service. McGuigan’s leadership has been instrumental in shaping HAB’s industry-facing initiatives. Under his guidance, the Avocado Sustainability Center emerged as a trusted source for research and information, and the BOLD Program was launched to successfully cultivate a pipeline of future leaders, ensuring strong governance and industry representation for years to come.

“John’s leadership has set a high benchmark for engaging with the industry in important matters ranging from supply and demand data and information, quality practices, sustainability, and leadership development. His work helped raise HAB’s identity within the produce and avocado sector and laid a foundation that will benefit the industry for years to come. We are excited to build on that legacy with Parisa’s expertise and passion for engagement,” said Emiliano Escobedo, Executive Director of the Hass Avocado Board.

“Out of my 40-year career in the produce industry, it has been a privilege to serve the last 8 years with the Hass Avocado Board and the avocado industry, and witness the mission-driven work that led to significant initiatives like the Avocado Sustainability Center and the BOLD program. These efforts reflect our collective vision for a viable future and a strong leadership pipeline. I am confident HAB will continue to thrive under Parisa’s leadership,” said John McGuigan, retiring Director of Industry Affairs.

Looking ahead, with Ms. Salehi at the helm of industry engagement, HAB is poised to deliver on its five-year goals, including hosting avocado events, enabling sustainability initiatives, and driving measurable engagement. These efforts will ensure that the avocado industry remains resilient, innovative, and aligned with our industry standards and consumer expectations.

For more information on HAB’s strategic priorities and programs, visit HassAvocadoBoard.com.

MILLEN, GA - The Southeast Produce Council (SEPC) is proud to announce the dynamic educational session lineup of speakers for its upcoming annual conference, Southern Exposure: From Fields to Families, taking place February 26–March 1, 2026, at the Orlando World Center Marriott in Orlando, Florida.

Southern Exposure 2026 will spotlight the platform of SEPC Board Chair Sloan Lott, whose theme — “From Fields to Families: Nourishing Our Nation” — underscores the essential connection between agriculture, retail, and the families who depend on fresh produce every day. The conference will unite influential leaders whose expertise, vision, and authenticity continue to shape the future of the produce industry.

The educational programming will feature two highly anticipated sessions designed to inform, inspire, and challenge attendees.

Educational Session I: The State of Agriculture

This session will explore today’s most pressing agricultural challenges and opportunities, offering insights from leaders deeply rooted in production and supply chain innovation.

• Moderator: Robby Cruz | Vice President of Produce & Floral | Target
• Panelists:
  • Steve Church | Chairman | Church Brothers Farms
  • Sarah Frey | Founder & CEO | Frey Farms
  • Ashley Rawl | VP of Sales, Marketing & Product Development | WP Rawl

Educational Session II: The Power of Produce 2026

Focusing on data, consumer trends, and the evolving role of produce at retail, this exclusive session will examine how fresh foods continue to drive growth and connection across the industry.

• Moderator: Rick Stein | VP of Fresh Foods | FMI
• Insights Guru: Anne-Marie Roerink | President | 210 Analytics, LLC
• Panelists:
  • Shanan Cox | Senior Director of Produce | Sam's Club
  • Andy Hamilton | CEO | Markon Cooperative
  • Chris Keetch | Director, Produce & Floral | The GIANT Company

“We are proud to present an exceptional group of grower leaders for our opening educational session, The State of Agriculture, where attendees will gain timely insights into the challenges and opportunities shaping our industry today,” said Sloan Lott, SEPC Chairman of the Board and Director of Sales at Bland Farms, in the recent release. “These growers represent decades of experience and a deep commitment to feeding families across our nation, and we are equally excited to have Robby Cruz guiding the conversation by asking the critical questions that matter most to our industry.”

Lott also highlighted the continued importance of SEPC’s signature data-driven programming. “Our second educational session, The Power of Produce, remains a cornerstone of the Southern Exposure experience,” he said. “Anne-Marie Roerink will once again deliver invaluable consumer and marketplace insights, while Rick Stein will moderate a distinguished panel of retail and foodservice leaders sharing real-world perspectives from across the produce landscape.”

“These sessions are designed to deliver meaningful takeaways and forward-looking insights,” Lott added. “Attendees will leave better informed and better prepared to help shape the future direction of our industry.”

Southern Exposure 2026 will bring together growers, retailers, distributors, and service providers for impactful education, meaningful networking, and an unforgettable celebration of the produce community.

IRVINGTON, NY - A common New Year’s resolution is to eat healthier, but it can be difficult to stick to. BrightFarms wants to change that. Its campaign, Don’t Quit, Just Crunch, launched today in honor of National Quitter’s Day, the day most people fall off their New Year’s resolutions, and it has a valuable partner in Instacart to help drive campaign demand.

As part of the campaign, BrightFarms and Instacart have partnered to deliver free Crunch Kits™ salads straight to consumers’ doorsteps, while supplies last.

To learn more, I turned to Jessica Soare, BrightFarms' Vice President of Marketing.

“The Instacart partnership is a big deal,” shared Jessica as we hopped on the phone to discuss the campaign. “It builds brand awareness to be on a national platform, and we’re offering something to consumers that is beneficial to their health. We also wanted to present a positive outlook with the Don’t Quit, Just Crunch campaign, to let shoppers know that, as a brand, we’re here to help them eat better, not judge.”

BrightFarms’ Crunch Kits feature the brand's signature pesticide-free Crunchy Green Leaf lettuce, which is grown in nearby regional greenhouses for maximum crispness and freshness.

By leveraging its regional greenhouse production to its fullest, BrightFarms can deliver lettuce to partners faster.

“We’re just a few hours’ drive from most major population hubs, so we can deliver to market through our distribution network with the freshest greens possible. Rather than waiting for lettuce from California to arrive in 7—10 days, shoppers are getting access to lettuce that will make them a repeat customer,” Jessica told me. “It’s all about creating a better experience so that even non-salad users are converted after eating Crunch Kits.”

The eating experience, as Jessica explained to me, is crucial. Consumers can expect from each kit restaurant-quality toppings and a convenient clamshell format with a peel-and-reseal lid for quick, no-mess assembly.

Available varieties include Chickpea Caesar, Mediterranean, Southwest Chipotle, Bacon Ranch, and the newest flavor, Asian Sesame, currently available at Wegmans.

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