SAN DIEGO, CA - In celebration of Cinco de Mayo, Avocados From Peru (AFP) and Grocery Outlet have kicked off the 2025 AFP season with the first-ever Guac Off Challenge at SeaWorld San Diego, as part of Viva la Música and So-Cal Taco Festival, Southern California’s largest Latino music festival. The event marked the early arrival of Peruvian avocados to the U.S. market.

The Guac Off featured three amateur chefs competing for the Silver Avocado Trophy, selected from hundreds of entries submitted by avocado fans across Southern California. The final cook-off was judged by a panel that included Good Morning San Diego host Paul Rudy, KUSI-TV meteorologist Mark Mathis, Grocery Outlet operator Ruben Aguilar, and AFP President and CEO Xavier Equihua.

The winner of the 2025 Guac Off was San Diego local Briana Morales, who took home the trophy with a standout recipe featuring fresh Peruvian avocados. Festivalgoers also participated in tastings, contests, and culinary demonstrations that celebrated the flavor, versatility, and health benefits of Hass avocados from Peru.

“Launching our season during Viva la Música, one of the most vibrant cultural festivals in Southern California, allows us to connect with consumers in a truly meaningful way,” Equihua said in a recent press release. “This Guac Off is a perfect example of our unique approach — combining traditional retail with digital media and live experiences to make Peruvian avocados part of the cultural conversation.”

Grocery Outlet co-sponsored the campaign with both in-store promotions and digital amplification to extend the reach of the Cinco de Mayo celebration.

“Cinco de Mayo is a key cultural moment for our customers, and this event gave us the opportunity to celebrate in-store and on-site alongside Avocados From Peru,” said Wendi Rothchild of Grocery Outlet. “It’s exciting to partner on campaigns that not only engage our shoppers but also spotlight quality, seasonal products like Peruvian avocados.”

The Guac Off is part of AFP’s broader seasonal strategy, which blends traditional and new media, digital content, and experiential marketing and a wide range of retail promotions to deliver high-impact, turnkey campaigns for retail and foodservice partners. Fresh avocados are a heart-healthy, nutrient-dense fruit. One-third of a medium avocado provides 6 grams of unsaturated fat and nearly 20 vitamins, minerals, and phytonutrients.

YAKIMA, WA - Intensive. Abundant. Meaningful. Mining toward the center of who we are is not for the faint of heart. It is a task that affects not only who we are as people, but impacts those individuals, groups, and companies that surround us.

The event outdid its own expectations by selling out days before its debut, filling 228 seats. Yet, stepping into the hustle and bustle of the first of what I hope are many regional events from the International Fresh Produce Association’s Women’s Fresh Perspectives portfolio, I couldn't help but ask myself the question: How are they going to execute meaningful work in the expanse of five and a half hours?

The answer: Through the execution made possible by three amazing women: Catherine Gipe-Stewart, Carrie Mack, and Veronica Rodarte. The event kicked off at 1:00 p.m. on May 6 in Yakima, Washington, and by 6:30 pm, my cup runneth over.

“I am so impressed by the women who attended this inaugural event. We created this event for women in all facets of the industry and all others who are having to push through barriers. When planning this event, I found myself emailing and calling a majority of men and advocating they send their female employees,” Cat reflected as we discussed this industry need. “While the industry is full of women, very few are the final decision makers for who from the company should be attending the event. When asked why they should send their female employees, I shared the Hewlett-Packard study that found men will apply for a job or promotion when they are 60 percent confident they have the skills. Then I shared that women will wait till they are 100 percent confident to apply. Jaws dropped. I shared that there is a gender confidence gap that is already working against women advancing in their careers. These men listened and advocated for their colleagues. So, thank you to you all as well, for your allyship and advocating for education and leadership for your female teammates.”

Covering topics and conversations from confidence, vulnerability, and finding your voice to mentorship, connection, and balancing grit, goals, and self-care, this regional event delivered on an amazing promise: You belong here.

While I wish to expand on my experience of the event, these words from our friends really captured its essence.

Carrie Mack, Senior Sourcing Manager, Walmart

“The first IFPA WFPC regional event completely blew me away—it exceeded every expectation. I knew we were committed to reaching women across the industry, but I didn’t expect how deeply moving it would be to witness the impact firsthand. Hearing things from attendees like, ‘Thank you for putting this together,’ ‘I can’t believe I was invited,’ and ‘Accounting never gets to do anything!’ hit me hard. This is what belonging looks like. I’m so excited to see what’s next.”

Rochelle Bohm, Vice President of Marketing, CMI Orchards

“The Regional IFPA Women’s Conference was an energizing and meaningful experience for our team. We brought about 25 women from CMI and our warehouse partners, many of whom work together daily but had never met in person. Watching them connect, share stories, and lift each other up was powerful. One standout moment was seeing our CMI Sales Manager, Sarah, take the stage and speak so vulnerably about fear and self-talk—it was raw, honest, and incredibly inspiring. I’m so proud of her for all she has achieved and can’t wait to see her take on the world at the CrossFit Championship in August. The panels and moderators brought great energy, sharing stories that were both motivating and relatable. Events like this remind us how important it is to step out of our day-to-day roles and connect as people. Carrie continues to be a driving force in creating these moments—she’s the biggest cheerleader in the apple industry, and her passion is contagious. I have no doubt everyone walked away feeling more empowered and ready to step into their best selves.”

Brianna Shales, Marketing Director, Stemilt

“What an honor it was to be among a very full room of produce industry women during the first regional event for IFPA’s Women’s Fresh Perspectives. This event gave us space to reflect on how we want to show up at work and in life, while offering practical tips for taking control of our finances, becoming self-aware, owning our unique voice, and building connections and advocates to help us on our journey.”

Veronica Rodarte, Commodity Manager, Progressive Produce

“This was an amazing first-time event! We had incredible speakers and content that resonated with women across the fresh produce industry. Our goal was to engage women from a wide range of departments, and I believe we achieved that goal with flying colors.”

Lorinda Oscarson, Brand Content Manager, Chelan Fresh

 

“It was amazing to see over 200 women in the room who were ready to embrace a movement to make regional opportunities for women in fresh produce more accessible. This gathering was designed to uplift, inspire, and empower the incredible women in our industry. One of the most valuable things we can do is lift each other up. Success is not a solitary journey—it is built on collaboration, mentorship, and shared wisdom. Thank you to the organizers and sponsors of the first annual Regional Women's Fresh event.”

Emily Cox, Marketing Manager, FirstFruits Farms

"It's so important to make this type of event accessible. We're now able to attend in greater numbers than before, thanks to reduced time and travel barriers. The women at FirstFruits Farms bring so much talent to the table, and stepping away from the day-to-day to invest in our professional and personal development is essential. As someone who started in the industry just five years ago, events like this are a great way to connect with others at various stages of their careers."

Megan Nash, Director of Education and Talent, International Fresh Produce Association

“What an incredible milestone for our Women’s Fresh Perspectives portfolio! Our first regional event was sold out and full of the energy, industry representation, and wide range of roles we envisioned. We created a sense of belonging and opened doors for women who don’t often get opportunities like this. The speakers inspired, the conversations resonated, and our passionate volunteers made it all possible. This is just the beginning—I can’t wait to see what’s next!”

Just weeks apart from the annual and well-renowned Women’s Fresh Perspectives, I am returning home to Sacramento, California, brimming with a second wave of inspiration. As Megan and so many more women of our industry have made clear, this is only the beginning.

KINGSVILLE, ONTARIO - Red Sun Farms is proud to announce that it has been named one of Canada’s Best Managed Companies for the thirteenth year in a row, retaining Platinum Club status. Red Sun Farms was recognized for its industry-leading performance, its global business practices, and its sustained growth by receiving the prestigious 2025 Canada’s Best Managed Companies award.

Celebrating over 30 years, Canada’s Best Managed Companies program awards excellence in private Canadian-owned companies with revenues of $50 million or greater. To attain the designation, companies are evaluated on their leadership in the areas of strategy, culture and commitment, capabilities, innovation, governance, and financial performance.

“This recognition highlights our dedication to investing time and effort in fostering strong, long-term business partnerships and developing a successful team,” says Carlos Visconti, CEO of Red Sun Farms, in a recent press release. “Guided by our core values of Accountability, Collaboration, Trust, and Innovation, we continue to cultivate an environment that makes Red Sun Farms a trusted partner for lasting relationships. Our team embraces these values in every aspect of our operations, and this acknowledgment reinforces our leadership within the produce industry.”

Canada’s Best Managed Companies is one of the country’s leading business awards programs, recognizing innovative and world‐class businesses. Every year, hundreds of entrepreneurial companies compete for this designation in a rigorous and independent evaluation process. Applicants are evaluated by an independent panel of judges with representation from program sponsors and special guests.

The 2025 cohort of Best Managed companies shares common themes such as having a people-centric culture, targeting effective ESG strategies, and accelerating operational digitization.

“To become a Best Managed Platinum Club winner is nothing short of remarkable. Their continued adaptability in an era of uncertainty sets the standard for how to overcome new barriers and demonstrate resiliency at the highest levels,” said Derrick Dempster, Partner, Deloitte Private and Co-Leader, Canada’s Best Managed Companies program. “These companies truly impact how Canada is viewed on the world stage when it comes to the success of private business.”

OXNARD, CA - Mission Produce, Inc., a world leader in sourcing, producing, and distributing fresh Hass avocados with additional offerings in mangos and blueberries, announced the appointment of Michael Bryan Sims to its board of directors, effective May 5, 2025. Sims is appointed as an independent Class I director, serving on the audit committee, with a term expiring at the Company’s 2028 Annual Meeting of Stockholders. In connection with this appointment, Mission Produce’s board of directors has increased the size of the board from eight to nine directors.

Sims is a seasoned financial executive with more than four decades of experience leading global organizations across the food, agriculture, and consumer industries. He brings deep operational, strategic, and financial expertise, with a proven track record of driving growth, improving margins, and leading transformative initiatives for both public and private companies.

Sims most recently served as Executive Vice President and CFO of TruGreen, where he led the company through critical financial restructurings, operational improvements, and strategic capital deployment. He previously held senior leadership roles at AdvancePierre Foods, where he helped take the company public and later facilitated its acquisition by Tyson Foods, and at Chiquita Brands International, where he led global finance and business development initiatives for over 20 years.

In addition to his executive experience, Sims currently serves on the boards of The Hain Celestial Group and Winland Foods, where he provides strategic and financial oversight as a board member and audit committee chair. He holds a Bachelor of Science in Business from Indiana University.

“We are pleased to welcome Michael to our board of directors,” said Steve Barnard, CEO of Mission Produce, in a recent press release. “Michael’s extensive financial background combined with his board-level experience in the food and consumer sectors make him an ideal addition to our team. We expect that his proven ability to align financial strategy with long-term business objectives will enhance our growth strategies and create sustainable value moving forward.”

“I’m honored to join the board of Mission Produce,” said Mr. Sims. “Mission’s industry-leading position in the avocado and mango industries, commitment to diversification, operational excellence, and supply chain transparency aligns closely with my professional philosophies, and I look forward to supporting the Company’s continued growth and success.”

MISSION, TX - The Texas International Produce Association (TIPA) is sounding the alarm: If the U.S. Department of Commerce terminates the U.S.-Mexico Tomato Suspension Agreement (TSA) this summer, Americans could soon face skyrocketing tomato prices, widespread job losses, and major disruptions across national food supply chains.

Last month, industry leaders gathered for a press conference at Traveler Produce in Pharr, Texas, to call on federal officials to preserve and modernize the TSA — a critical agreement that has protected American consumers and businesses for nearly three decades.

Dante Galeazzi, President and CEO of TIPA, defended the agreement saying, “The Tomato Suspension Agreement works. We need access to more fresh produce, not less. For the sake of our health, our communities’ economic well-being, and our taste buds, we must preserve and modernize this agreement rather than dismantle it.”

The proposed termination, scheduled to take effect July 14, 2025, would impose a punitive 21% anti-dumping duty on Mexican tomatoes, which industry experts and economists warn would sharply increase prices and threaten availability nationwide.

Regarding the possible termination of the TSA, Congressman Vicente Gonzalez (D-TX) said, “South Texans need economic stability, not chaos and higher prices. The termination of the Tomato Suspension Agreement will be detrimental to produce prices in Texas and the Rio Grande Valley. About 50 percent of all Mexican tomatoes enter through ports of entry in the Rio Grande Valley and are an essential food in our community. I have always been a staunch advocate for more fair trade between our trading partners, but the termination of this agreement will cause us more harm than good.”

That harm can have a huge impact on Texas and the U.S. economies. According to a 2025 economic study conducted by Texas A&M University’s Center for North American Studies, the United States imported $3.12 billion worth of fresh tomatoes from Mexico, supporting 46,936 American jobs including an impact to the total U.S. economy of over $8.33 billion. In other words, for every $1 of Mexican tomatoes imported, the U.S. receives $2.67 of domestic economic benefit.

TIPA strongly urges policymakers, industry stakeholders, and the public to advocate for preserving and modernizing the Tomato Suspension Agreement. Termination would mean: A shortage of fresh tomatoes at the supermarket, price hikes at the grocery store and widespread job losses across multiple sectors.

Maintaining this agreement is essential to safeguarding American consumers, supporting fair trade practices, and protecting tens of thousands of U.S. jobs.

For more information about TIPA, please visit www.texipa.org.

To view the Texas A&M Tomato Suspension Agreement study, please visit https://agecoext.tamu.edu/programs/international-programs/center-for-north-american-studies/.