Tony Freytag Announces Plans to Retire from Crunch Pak After 25 Years of Leadership

CASHMERE, WA - Tony Freytag has always been about evolving his purpose. This perceptible gift is one of the first things I noticed about Tony nearly 15 years ago when I started in this industry. He always seemed to have his feet firmly planted in the moment while taking in the many components of the landscape in an effort to see the world—and its possibilities—differently. Today is no different, even as he announces his retirement from Crunch Pak on December 31, 2025, where he has served as Executive Vice President and Founding Partner since the company’s inception.

“Produce has always been about two things for me: health and people. At its core, this industry is about getting nutritious food into people’s hands in the most accessible way possible. That mission has kept me inspired for decades,” Tony shares. “The other part is the people—growers, retailers, industry colleagues—it’s a community built on hard work, trust, and shared purpose. Once you experience that, it’s hard to imagine doing anything else.”

As a Founding Partner, Tony has seen the apple industry evolve dramatically. In many ways, Crunch Pak has influenced consumer habits and the broader fresh-cut category over the years.

“Crunch Pak showed that convenience and health don’t have to be separate. By making apples more accessible, we helped families incorporate fruit into their daily routines,” Tony explains. “That, in turn, helped normalize fresh-cut produce as a category. We proved that with the right innovation, packaging, and quality, consumers would opt for a sliced apple tray over a processed snack. That shift in behavior is now reflected across the industry—and I’m proud Crunch Pak helped lead the way.”

It has been a beautiful journey for Tony. Over 25 years, he has contributed not only expertise and vision, but also deep dedication and heart. The defining milestones that shaped both the company and his own career are numerous, but Tony narrows them to the ones that immediately come to mind.

“Several moments stand out. First was proving the concept itself—showing fresh-cut apples could have a national footprint,” Tony recalls. “Developing anti-browning solutions, building strong retail partnerships, and creating consumer trust were all turning points. Another milestone was licensing, marked by the introduction of the first Mickey-shaped Foodle tray, which demonstrated the power of connecting produce with families through trusted brands. For me personally, the biggest milestone has been watching Crunch Pak’s culture take root—a ‘can-do’ spirit that made even the toughest challenges possible to overcome.”

Of all these moments, an overriding lesson is that every part of the chain matters—growers, packers, retailers, and consumers all need to feel the value.

“At Crunch Pak, success came from aligning those pieces: respecting the grower, building trust with retailers, and delivering something consumers wanted. Advocacy works the same way. If we can maintain those perspectives in a connected and balanced way, we’ll continue to grow the industry sustainably,” Tony reflects.

While Tony will be retiring from Crunch Pak’s day-to-day operations, he will not be stepping away from the industry as a whole. He has too much left to do, and that continues with his board service and industry leadership.

“I’ve never really looked at this as ‘retirement.’ It’s simply a new chapter,” Tony says. “I want to lend my experience and network to help future leaders make bold decisions, while continuing to represent the industry at the board and association level. It’s about supporting others as they take the wheel, while still being deeply invested in the health and future of produce.”

Upcycling, food as medicine, and supply-chain innovation are areas where Tony gravitates. They fuel that downfield perspective he so carefully hones.

“These areas resonate because they’re about impact—both immediate and long-term,” Tony says. “Upcycling ensures we honor the grower by using more of what’s harvested and processed, creating new value streams. Food as medicine is central to improving public health—the idea that fresh fruits and vegetables are frontline healthcare is incredibly powerful. Supply-chain innovation ties it all together; without efficiency and resilience, the best ideas don’t reach consumers. In the next chapter, I plan to champion these causes through mentorship, board service, and continued support for projects that demonstrate their value on the ground.”

As a beacon of thought leadership, Tony is a man of stories and carefully chosen words—words I take in eagerly.

“A few guiding ideas have stayed with me. First, persistence. Never take ‘no’ as the final answer if you believe in the vision,” Tony advises. “Second, fairness. Treat people with respect, and they’ll bring out their best work. And third, curiosity. Always ask, ‘What's next?’ This industry rewards people who are willing to take a leap, grounded in both data and intuition. Those mottos have helped me through both the toughest challenges and the most rewarding milestones.”

I am lucky to have had this amazing conversation with Tony on the cusp of his “retirement,” though we will continue to have the gift of his passion for many years to come in fresh produce.

Congratulations, Tony, and welcome to your next chapter.