P R O D U C E B U S I N E S S • J U N E 2 0 0 512

Jacqueline Bohmer, 39Trade Communications ManagerDel Monte Fresh Produce Coral Gables, FLJumping full force into her demanding

position at Del Monte at the start of 2004,Bohmer was instrumental in the creationand execution of a program that won thisyear’s Produce for Better Health Founda-tion Excellence Award. “[Another] accom-plishment I’m particularly proud of is theGolden ‘Addy’ Award Del Monte won earli-er this year for our avocado advertisement,”she says. “The dynamics of Del MonteFresh with its commitment to growth andproduct innovation are probably one of themost exciting aspects of my job,” she says,adding, “To be frank, as the mother of twoyoung boys, I love to watch children snack-ing on our fruit instead of junk food.”

To help promote produce consumptionon a large scale, Bohmer serves as a mem-ber of the UFFVA Convention Committee.“There are great opportunities in ourindustry; we just need to seize them,” shesays. Her charity work includes being anAmbassador of Mercy at the Mercy Hospi-tal Foundation in Miami.

Bohmer is able to bring an “outside-

Jacqueline Bohmer

mid-1990s, Calhoun has now shifted herattention to the more complex fields of datasynchronization and RFID. “She is tirelessin serving industry members worldwide andis respected for the wealth of experienceand unflappability she brings to this high-pressure role at PMA,” Silbermann says.

Calhoun serves as secretary general forthe International Federation of ProduceCoding (IFPC), representing PMA mem-bers and U.S. interests in the global market-place; and as liaison to the Produce Elec-tronic Identification Board (PEIB). “All ofthis participation translates into Alicia’sstrong influence and involvement in bothglobal and domestic matters representingthe produce industry,” says Gary Fleming,PMA’s vice president, Industry Technology& Standards. “Her work has largely con-tributed to the identification of produceitems in North America, setting the foun-dation for all other industry initiatives suchas data synchronization, traceability, barcodes, and RFID,” he says.

“I have never experienced or heard ofanother industry whose members are soexcited and enthusiastic about their work,their companies and the industry overall,”says Calhoun. PMA participates in theAmerican Cancer Society’s Relay for Lifeevent, and Calhoun has assisted with fund-raising efforts. She also serves as a Sundayschool teacher at her local church.

Mike Carter, 38Executive DirectorWisconsin Potato & Vegetable

Growers Association Antigo, WICarter’s work in the potato industry

has led to significant change. After honinghis skills in legislative affairs by working forfour Wisconsin state senators, Carter’sentrance into the produce industry began

seven years ago as director of governmentand grower relations at WPVGA, becomingexecutive director in 2002.

He worked with several diverse inter-ests in writing a Ground Water Bill in Wis-consin that will allow growers to continueto use irrigation with minimum govern-mental impact, yet provides reasonable pro-tection of the ground water.

A project revitalizing the industry isthe Healthy Grown Brand fresh marketpotato. “Healthy Grown is a ‘green labeled’product developed in collaboration withthe World Wildlife Fund and the Universityof Wisconsin,” Carter explains. This prod-uct is designed to bring a premium back tothe producer and has grown in sales every

year since it’s inception in 1999, he says.Another meaningful example of his

zeal to improve the industry is his pursuit ofa potato and vegetable storage researchfacility. “We have raised enough money tobuild the facility at the Hancock ResearchStation, and we intend to break ground thissummer,” Carter says. This facility will helpresearchers conduct studies to give insighton how to increase quality and decreaselosses in storage.Alicia Calhoun

the-box” mentality to the industry by trans-lating her extensive communications expe-rience, most recently at Ketchum PublicRelations, and before that at her own suc-cessful agency business. There she securedcontracts with mega food industry clients,including The Coca-Cola Company,M&M Mars/Snickers, and Quaker Oats.Her background also has an internationalaspect. She created and coordinated globalpublic relations programs around the worldand is fluent in Spanish.

Bohmer intends to put her interna-tional outlook to good use in the produceworld, which, in a relatively short time, shehas come to love.

Alicia Calhoun, 35Director, Industry Technology &

Standards Produce Marketing Association Newark, DECalhoun has excelled at building a

clear interpretation of complex issues at thecore of PMA’s programs to create industrytechnology standards, according to BryanSilbermann, PMA president.

Beginning with her role as coordinatorof standard PLU and UPC programs in the

Mike Carter

Winners of our first annual 40-Under-Forty Awards Programshould be truly honored because they were chosen by industry mentors. PRODUCE BUSINESS conducted an extensive,

widespread search throughout the industry to elicit nominations fortop young industry leaders under the age of 40. The search involvedfax and e-mail broadcasts to thousands of executives, intensive networking and phone interviews with members of both the buyingand selling communities as well as consultants, associations and universities.

We had far more nominations than we could use. Individual candidates were contacted to highlight their key company, industryand community accomplishments, sharing meaningful examples ofhow they've been a leader in the industry, as well as their futuregoals and aspirations. The diverse responses were impressive, passionate and inspiring.

If you were not chosen this year or if you nominated someonewho was not selected, please understand that the process was highlycompetitive, and we encourage you to re-submit updated nomina-tions for next year's competition. We encourage everyone to alertPRODUCE BUSINESS of well-deserving candidates and to help praise andsupport future produce movers and shakers as we look forward tohonoring 40 new 40-Under-Forty leaders in 2006.

Introduction and profiles by Mira Slott

UNDERFORTYUNDERFORTY

40

Coverstory.qxd 8/16/06 12:54 PM Page 1

P R O D U C E B U S I N E S S • J U N E 2 0 0 514

writer tours and being a convention com-mittee member. Currently, Ciruli serves onthe foodservice board of the PMA.

Brendan Comito, 38Chief Operations Officer Capital City FruitNorwalk, IACo-owner with father Joseph and

brothers, Christian and Kieran, Brendandemonstrates leadership inside and outsidethe company. “I recently achieved one ofmy long-term goals by being appointed toserve our industry on the United Board,”says Comito, a graduate of the United Pro-duce Industry Leadership Program. He hasbeen active in the Association ever since,currently serving on the Membership Com-mittee and the Business and Trade Man-agement Council. Comito also spearheadsthe 5-A-Day Coalition of the Iowa Boardand since 1999 has been Board president.

Comito’s involvement in local affairs isadmirable with more then 15 years as vice

chairman of the Des Moines Public Hous-ing Board. He also chairs the Des MoinesArea Religious Council Food Pantry Board.It is no surprise the Des Moines BusinessRecord honored Comito in its own 40Under 40 program for 2005.

In 2004, Comito became COO atCapital City Fruit, overseeing all operations,after a series of achievements: creating theHuman Resources department from scratchand helping to form Nation Fresh, analliance of tomato re-packers. “I startedgoing into the office with my dad when Iwas six, and he let me start working when Iwas 12,” he says. “His love for the business isinfectious, and when you are around it atsuch a young age and for as long as I havebeen, it gets in your blood.”

Martin Flewell, 32Product Manager/National Account Manager, McDonald’s

Taylor Farms Salinas, CAProduce is close to Flewell’s heart. He

grew up working on his family farm in Sali-nas (strawberry, iceberg, romaine, celery).Never straying from his focused path,Flewell graduated from UC Davis with aBS in environmental biology and manage-ment. Then he honed his knowledge as aresearch assistant at UC Berkeley (integrat-ed pest management in the entomologydepartment). Landing his first job at DoleFresh Vegetables in 1998, he worked for fiveyears as district sales manager and nationalaccount manager developing commodity

sales penetration with customers such asKroger, Loblaw’s (Canada) and AssociatedGrocers.

At Taylor Farms, Flewell renewed thefirm’s strategic relationship with McDon-ald’s as produce-laden items began to envel-op the chain’s menu selections. “I assistedin alignment of McDonald’s with industryorganizations including Western Growers,UFFVA, IFPA and the Food Safety Leader-ship Council to drive positive change in theindustry,” he explains.

Flewell also has been a long-time mem-ber of Produce for Scouting Committee, afund-raising program for the Boy Scouts ofAmerica.

“Inspiration for me has come from thebasic understanding that at the end of theday, the products we are selling are trulygood and good for you. I feel that we canimprove the health and quality of life of allAmericans by getting the right products tomarket,” he says.

Karin Gardner, 36Communications ManagerThe Oppenheimer Group Vancouver, B.C.Gardner is an elite-level triathlete,

ranked among the top 10 women triathletesin the Pacific Northwest in 2004. “In theproduce industry, like a triathlon, it takes agreat deal of discipline and hard work tosucceed. The hours are long, and sometimesit hurts, but the rewards can be amazing,”

says Gardner.Since joining Oppenheimer in 1992,

Gardner has been involved in trade mediarelations, consumer public relations for NewZealand apples, pears, and kiwifruit, internaland grower communications, and tradeshow strategy and implementation. Duringone stint, she was a writer on a contractbasis for Oppenheimer, returning to Seattlein 1998 to begin her current role.

Gardner was deeply involved in the

2003-04 company brand re-launch and itspositioning line, ‘Expect the world from us’,and multi-media approach. She has helpedenhance company communication toengender relationships between staff andgrowers and to help connect members ofthe “Oppenheimer family,” which is spreadout across a dozen offices in the UnitedStates, Canada and Chile.”

Oppenheimer has long supported the5-A-Day and 5-to-10-A-Day initiatives inthe United States and Canada. “I wouldlike to take a more active role in the cam-paigns,” she says. “We have a real opportu-nity to help people understand the impor-tance of produce in their diets. The impli-cations for our industry are enormous-andthey are even greater for America’s future.

“Every day there are new challengesand the stakes are high, but like a triathlon,if it were easy, everyone would do it. Ourindustry is made up of talented people whodo a difficult but meaningful thing. I thinkit’s a high calling,” she says.

Donna M. Garren, PhD, 37Vice President , Health &

Safety Regulatory AffairsNational Restaurant AssociationWashington, D.C.Dr. Garren, nationally respected food

science specialist, spearheads efforts toenhance food safety and nutrition and toaddress important regulatory and technicalissues facing the nation’s 900,000 restau-rants for the National Restaurant Associa-tion (NRA). She joined the Associationafter six years at the UFFVA, where sheserved as vice president, scientific and tech-nical affairs, responsible for all produce foodsafety, food security and food quality-relatedissues and activities.

Garren has fostered a strong leadershiprole with state and federal food and drugofficials and agriculture officials in the areasof food safety and security. She testifiedbefore the U.S. Senate Committee regard-ing produce food safety, and was a memberof the Food and Agriculture Sector Coordi-nating Council for the U.S. Department ofHomeland Security.

“I have found it both challenging andfrustrating at times dealing with the inaccu-rate perceptions of some media, governmentofficials and consumers that consumingfruits and vegetables can be risky,” she says.“We must continue to educate these sectorsabout the great job the produce industry isdoing to ensure the safety of produce, andthe value and health benefits of increasingfruit and vegetable consumption.”

Garren will continue to encourageChristopher Ciruli

Brendan Comito

Martin Flewell

Karin Gardner

Donna M. Garren

Grower determination and optimisminspire him. At the same time, he says “rawindependence” can be a detriment as wellas an asset. When growers unite, they canmove mountains, he says of the noble pro-fession. “Working on behalf of people thatfeed millions and millions of people is grati-fying and important. At the end of the day,there is a true sense of having an impact.”

Christopher Ciruli, 33Partner Ciruli Brothers Tubac, AZCiruli is committed to giving back to

the industry and community as much as hereceives. He participated in the inauguralyear of the Pack Family/PMA Career Path-ways Fund mentoring program, whereindustry leaders are assigned students fromone of six universities to mentor at thePMA convention. “The experiences havebeen very rewarding,” he says and is sched-uled to do the program again this year.

Ciruli also takes a group of six studentsfrom his university to different growing andpacking operations. “Next year, in additionto Nogales and Sinaloa, on the west coastof Mexico, we are adding a trip to NorthernCalifornia production areas,” he says.

Ciruli draws the produce industry to abig three-day weekend annual fund-raiserfor the Boys and Girls Club of Santa CruzCounty to facilitate more educational andextracurricular resources for less privilegedchildren.

As vice president and chairman of spe-cial events for the Club five years running,Ciruli successfully elicits sponsorship fromproduce companies from all parts of thecountry, he explains. “We encourage peoplewho do business here to give back to thecommunity.”

“What inspires me about working inproduce is that I can learn from the peopleI meet and the friendships and businessrelationships that develop, which in turn,makes me a more educated decision-makerin my business,” he says.

Ciruli was instrumental in creatingbrand awareness and demand for the com-pany’s Champagne mango label while help-ing to increase awareness and sales for allmango varieties through a strong marketingcampaign.

“We worked closely with FPAA andthe USDA to establish a Mango PromotionBoard to educate retailers and consumersabout the benefits of mangos.” He is a five-year member of the National Mango Pro-motion board steering committee.

Involvement with FPAA includes food

UNDERFORTY

40

Coverstory.qxd 8/16/06 12:54 PM Page 2

J U N E 2 0 0 5 • P R O D U C E B U S I N E S S 15

pitfalls and disappointments, and to makechoices about my future.”

Robert Gordon, 40PresidentFreshPoint/Red’s MarketHouston, TXUnder his leadership, Gordon’s compa-

ny was awarded the Employee ChoiceAward in 2001 by the Orlando Sentinel. In2003, Gordon was personally awarded theFamily Champion Award, based on nomi-nations from employees amongst hundredsof Central Florida companies. Consideringthe competition included firms with thou-sands of employees, this was a huge honor,and a testament to Gordon’s character.

United’s Leadership Program was hisintroduction to the industry. “I learned allabout the importance of our industry’strade associations. I learned what a majorpart government relations plays throughoutour process from seed to plate,” he says.

The experience inspired Gordon tobecome involved, often attending United’sPublic Policy Conference in Washington,D.C., to sit in and discuss industry issueswith multiple members of Congress. Hisinvolvement continued while on United’sboard of directors from 2001 to the present,

serving on the Board’s Executive Commit-tee, participating as chairman of the Leader-ship Program’s selection committee and co-chairman of the membership committee.Currently, he is on the board of directors forUnited’s Leadership Alumni Association.

“I have been lucky to participate withThe House of Hope, a local non-profitorganization that takes in troubled andwayward teens. In addition to multiplefund-raising efforts, the most gratifyingexperiences have been the one-on-one timewith the kids,” he says. “When I began mycareer, I never expected it to be in produce,then certainly not for a very long stint. Idon’t know why, but like others say, it wasobviously in my blood,” he says.

Patty Kaminski, 33Produce Group ManagerWegman’s Food MarketsRochester, NYKaminski’s loyalty and commitment to

Wegman’s has been unwavering for 17 years,since she started as a front-end cashier. Shereceived a Wegman’s Scholarship that aidedher in completing her accounting/businessdegree from the State University College atFredonia, NY, in 1993. She progressed as afull-time employee through operationalpositions, being promoted to a store manag-

er in 1998. She relocated to Rochester in2002 and entered the world of produce.

“Patty is an excellent example of agreat leader. She has tremendous interper-sonal savvy, which allows her to manageothers in her area through collaborativerelationships,” says Dave Corsi, vice presi-dent of produce. “She is analytical with theability to study the data swiftly and provideinsightful conclusions, leading to a bettercourse of action. Patty’s other strong attrib-utes are creating and communicating visionand purpose, sound decision-making, advis-ing others and being very inquisitive whileat the same time humble,” he says.

As produce group manager for Weg-man’s, Kaminski is responsible for creatingand implementing strategic, results-drivenmerchandising plans. She works with cate-gory merchants, suppliers and the growercommunity to provide the best quality,freshest produce available and to improveprocesses of procurement.

“The incredible passion of the produceindustry fits well into my own passion, notonly for produce, but also for people,” saysKaminski. Kaminski says she enjoys thefirst-hand education and experiences oftraveling to the different growing regionsand brings those experiences bring back toemployees and customers. “I strive to pro-mote the company philosophy, ‘Eat Well,Live Well,’ to our customers, consistentlyincorporating the fundamental principlesof 5-A-Day into initiatives,” she says.

Lorri Koster, 38PresidentKoster Communications Salinas, CAKoster’s impact on the produce indus-

try is varied and widespread. As the thirdgeneration of her family to work in agricul-ture, she started her career 12 years ago atMann Packing, where she directed mediaand trade relations, covering issues such asnutrition marketing, product innovation,food safety and quality assurance.

Koster left Mann to become vice presi-dent of marketing for ProduceOnline.com.After its acquisition by World CommerceOnline, she accepted an associate publisherposition with PRODUCE BUSINESS, writingin-depth cover stories and directingresources for other writers. Currently Kosterruns Koster Communications, a marketingand public relations consultancy for clientsin the agriculture industry. Her companyalso publishes the quarterly magazine,Coastal Grower, produced and distributedin coordination with the Grower ShipperAssociation of Central California.

Koster has participated on numerouscommittees for the PMA, UFFVA, WesternGrowers Association and Grower ShipperAssociation of Central California. She isoften invited to speak at local, state andnational industry events. Making history,Koster became president of the IFPA boardof directors, the first woman to chair anational produce trade association.

Koster is a graduate of Leadership Sali-nas Valley, and was named OutstandingYoung Farmer by the Salinas Jaycees. She isa member of the Salinas Rotary, on the

board of directors of Jacob’s Heart, a chil-dren cancer association, and a board trusteefor the National Steinbeck Center.

She has a BA in public relations with aminor in business marketing from Califor-nia State University, Chico. She resides inSalinas with her husband Tom and twoboys, Jack and Sam.

Jim Lemke, 38Vice President of ProduceCH Robinson Worldwide Eden Prairie, MNLemke’s industry leadership over 16

years has been pivotal and far-reaching. AtCH Robinson, he built a hybrid nationalaccount management office into one of thecompany’s largest branch entities with morethan 150 employees and achieved double-digit growth for 12 consecutive years. In2003, he took over as vice president of pro-duce and assumed responsibility for theentire produce division the following year.

For the last six years, Lemke has servedon the PBH board of directors, and devotedseveral years to PMA’s Produce ElectronicIdentification Board. In 2002, Lemke waschosen to serve on the first-ever Fruit andVegetable Industry Advisory Board, whichreported to the Secretary of AgricultureAnn Veneman.

He currently serves on UFFVA’s boardof directors and as vice chairman of PMA’s

Robert Gordon

Lorri Koster

comprehensive supply chain approaches tofood safety from farm to table. She is active-ly involved in numerous professional associ-ations, including the International Associa-tion for Food Protection and the Instituteof Food Technologists.

She earned her doctorate degree infood science and technology from Universi-ty of Georgia, after receiving a B.S. in foodscience and nutrition with a minor inmicrobiology from Clemson University.

Melinda Goodman, 31Marketing ManagerFour Seasons Trading Co.Donna, TXGoodman’s fellowship in the UFFVA

Leadership Program has been a stepping-stone to her growing industry involvementin the past seven years. “With over 100 com-mitted fellows, we can truly make a differ-ence and affect industry change,” she says.

Goodman has taken on leadershiproles in the Texas produce industry by serv-ing on the Citrus Advisory Council, theTexas Produce Association Grower ShipperCouncil and the Texas Fruit and VegetableAdvisory Committee arranged through theTexas Department of Health.

On a community level, she has beeninvolved in the Jaycees and the March ofDimes, chairing the local annual ChefAuction fund-raiser, bringing in $75,000 forresearch and assistance, and elevating theorganization’s profile. Goodman is also amember of her alma mater advisory councilfor the North Dakota State University Visi-tors Board, enhancing education and stu-dent achievement.

At Four Seasons Trading for eightmonths, Goodman serves on the seniormanagement team, facilitating new businesswith national accounts. She is also helpingto build a strong sales team to grow thecompany, changing the business model

from that of a day-to-day sales organizationto more of a programmed contract sellingbusiness, she explains. “The industry is verysmall and you become family and friendswith the people you work with. You buildrelationships that encourage you to go thedistance and work hard to make thingshappen. When everything falls into place, itgives you this adrenaline rush that makesyou excited to do it again,” says Goodman.

Veronica Davis, Dick Spezzano, RobinLucky and Garry Wagner became the voic-es of experience and wisdom for Goodmanin her journey, she says. “Each brought avariety of experiences to the table thathelped guide me through the occasional

Patty Kaminski

UNDERFORTY

40

Jim Lemke

Melinda Goodman

Coverstory.qxd 8/16/06 12:54 PM Page 3

P R O D U C E B U S I N E S S • J U N E 2 0 0 516

Jeff Lundberg, 36VP of Production OperationsBabè Farms Santa Maria, CASon of Frank and Judy Lundberg, two

of the five founding partners of Babè

Farms, Jeff has proven to be a leader in hisown right. He graduated from Cal Poly witha BS in agricultural engineering technologyand a minor in agricultural business in1991. He then began his career with BabèFarms in machinery maintenance andsteadily progressed within the company.

He is recognized for taking on all kindsof challenging situations that are thrown athim on a daily basis and implementingsophisticated initiatives, such as a safetyprogram for its field workers.

”Jeff handled the illness and death ofhis father with great dignity, and he steppedright into his father’s footsteps withoutmissing a beat,” says Carrie Jordan, market-ing manager at Babè Farms. “I am veryproud to know and work with Jeff.”

“My future goals are to maintain a fam-ily-based business and to grow it in a pros-perous but healthy rate,” says Lundberg.“Our company has grown successfully overthe years by consistent hard work and dedi-cation by all Babè Farms’ employees.”

UFFVA selected Lundberg from itsmembership ranks for its 2004 LeadershipProgram “because of his ability and desireto lead within his company, communityand the industry,” says Jordan.

Lundberg has donated his time to thelocal and county chapters of SpecialOlympics, Hats for Hope (wigs for victimsof cancer), and the American Cancer Soci-ety’s Annual Relay for Life.

Carissa Mace, 37Director, US Business Development Produce Marketing Association Newark, DEMace came to the produce industry in

a roundabout way. Her background was infund-raising for non-profit organizations,and she happened to luck into the FoodIndustry’s Circle for City of Hope. Here thestory begins to unfold.

Mace quickly discovered her favoritegroup of volunteers was the retail folks fromthe produce/floral side. At the time, DickSpezzano was vice president of produce/flo-ral for Vons and the co-chairman of theFresh Produce and Floral Council, alongwith Kerry Hodges (who is now retiredfrom Ralph’s). Committee meetings wereheld at 5:00 AM at the Los Angeles Whole-sale Market.

“I soon found out what a wholesalemarket was and that Los Angeles traffic isquite a breeze at four in the morning. Butmore importantly, what I found was a groupof individuals who were dedicated, hard-working and fun,” she says, adding, “Webrought in over $600,000 toward the causeof cancer research that year.”

Mace became connected with FPFCand president Linda Stine through City ofHope and was thrilled when a positionhandling events and membership develop-ment became available. She ran with it forfive years, growing the annual trade show,expanding into the foodservice area andcoordinating produce and floral tours toeducate store level retail personnel. In 2001,Mace couldn’t pass up an opportunity tojoin PMA, the “big gun” in the produceassociation world under Bryan Silbermann’sleadership, she says.

PMA had never had a Business Devel-opment department before; most sales werespread out among various event managers.She visits companies and attends industry

functions, networking and gaining marketintelligence to serve the industry better.

“The friendships I’ve developed withmy mentors in the industry have been bothprofessionally and personally rewarding,”says Mace. Among them, she calls JanDeLyser of the California Avocado Com-mission, “the gold standard of what awoman in produce should be. She serves asa great inspiration for what I want to bewhen I grow up in the produce industry.”

Dan’l Mackey Almy, 33Owner/General PartnerDMA Solutions Irving, TXIn 1995, just out of Texas A&M with a

degree in Agriculture Business, MackeyAlmy joined Standard Fruit & Vegetable,which back then had only one location.The company was evolving and the oppor-tunities were endless. In her eight years atSFV, Mackey Almy had an important rolein helping to expand the firm to six loca-tions and build the service offering, whichin turn tripled revenues. She had dual rolesat SFV: marketing director and Wal-Martaccount executive.

In 2003 Del Monte Fresh purchasedSFV, and she was promoted to vice presi-dent, overseeing Wal-Mart & Sam’s NorthAmerican accounts, involving continuousinventory replenishment business analysisand commodity management. Last year, herentrepreneurial spirit motivated her to starther own business, DMA Solutions, with the

objective of providing comprehensive con-sulting services to companies in the freshproduce industry.

“Jay Pack, former CEO and president ofSFV, is one of the smartest businessmen Ihave known,” she says. “He takes risks andcreates opportunities. Jay challenged me tolearn all disciplines of business, which hasbeen invaluable to me now that I am run-ning my own company.”

Steve Grinstead, CEO of Pro*Act, hasalso had major influence in her life, shesays, calling him one of the true leaders inthe industry.

Mackey Almy is a graduate of theUnited Leadership Program. “I have onlybeen in the industry 10 years, and I feelblessed to be part of such a supportive andrelationship-oriented business,” she says,adding, “I have found very few doors closedin my tenure.”

Paul Mastronardi, 31Vice PresidentMastronardi Produce Kingsville, Ontario, CanadaMastronardi thinks outside of the box.

After experimenting with dozens of vari-eties of non-GMO tomato seeds, aboutseven years ago the company started grow-ing a tomato that featured unique flavorand great taste. Consumer awareness of theCampari got a boost two summers agowhen it started showing up in hit TV showslike HBO’s The Sopranos, and a year laterwas the subject of a huge front page featurein Canada’s National Post, the USA Todayequivalent, says Mastronardi.

No one will know for sure the impactof Campari's publicity on its subsequentexplosion in popularity, but the award-win-ning, tasty tomato’s sales momentum hasbeen greater than any other product in thecompany’s 50-year history.

Before Mastronardi’s involvement, thefirm basically sold two items, beef tomatoes

Carissa Mace

Jeff Lundberg

Dan’l Mackey Almy

Paul Mastronardi

RFID Produce Action Group.“This industry is so dynamic and fluid.

One could work 24 hours daily and still notfeel one has tapped completely the opportu-nity that exists,” says Lemke, who is intenton implementing the most secure supplychain for CH Robinson through improvedbusiness processes and RFID.

“There is so much work still to do inthose areas that it will most likely keep mebusy for the next five to 10 years,” he says.“My original mentor was my father. Hetaught me never to accept a ‘no’ answer thefirst time you ask.”

Looe Baker III, a former vice presidentat CH Robinson, was Lemke’s first businessmentor. “There are so many other peoplewho have helped shape and groom me overthe years who are too numerous to men-tion,” he says. “Once you stop learning inthis business, it is probably time to leave fora different industry or retire!”

Matthew D. Lucovich, 31Director of Sales & PackagingCreekside MushroomsWorthington, PABeing responsible for all company sales

and leading the packaging department iseven sweeter for Lucovich, knowing theroad he climbed to get there. He began inthe packaging department, learning theropes back in high school and college,where he gained degrees in marketing andhuman resource management from Gan-non University, Erie, PA.

“Having the opportunity to be a leader

in a company with 500 employees and seethem benefit from the company’s success isprobably what means most to me,” he says.

Lucovich is a graduate of the UFFVA’sProduce Leadership Program. He also com-pleted the Leadership Alle-Kiski Valley Pro-gram, which is sponsored by the localchambers of commerce in the Pittsburgharea, and he has served on its board ofdirectors. The program involves interactionwith various businesses and addresses top-ics such as economic development, educa-tion, health care, human services, govern-ment, law and justice. Now in its 12th year,the Alle-Kiski Valley Program encourageslocal leaders to become more involved inthe community. And Lucovich has donejust that.

Other leadership roles include his fouryears on the Armstrong Chamber of Com-merce board of directors. “My mentor is myfather, Dan Lucovich, who has motivatedme to not only make the company success-ful but also make myself a better person.”

UNDERFORTY

40

Matthew D. Lucovich

Coverstory.qxd 8/16/06 12:54 PM Page 4

J U N E 2 0 0 5 • P R O D U C E B U S I N E S S 17

and English cucumbers. Today it sells awide array of specialty tomatoes and othergreenhouse vegetables, complemented by anew brand and marketing image as agourmet vegetable company.

”This winter will be our first test runon greenhouse strawberries,” he notes. Tak-ing a lead in developing flavorful varietiesand quality control packaging as well aseducating consumers through creative in-store displays and signage, Mastronardi hasplayed a powerful role in increasing sales10-fold in the past six years.

He is also vice chairman of the localpolicing committee to make the communi-ty a safer, more fun place, and he helpedsupport a local school to create a nutrition-al program for elementary students.

“Environmental sustainability will be agoliath issue in the future. My new missionis replacing plastic clamshells with corn-based packaging, which is 100 percent com-postable, and building new greenhouseswith renewable wind energy,” he says.

West Mathison, 28Executive Vice PresidentStemilt Growers Wenatchee, WABelieving in the industry’s health solu-

tion to fight obesity in America, Mathisonhas overseen the company’s strong healthmessaging efforts, executing the company’svision of PBH initiatives, which wonStemilt two national awards. He served twoyears on the PBH board, as well as on theWashington State Horticultural Associa-tion board.

In 1999, he and his father Kyle helpedstart Stemilt’s import company in Chile,enabling year-round supply of apples andcherries. He has masterminded many supplychain initiatives to function outside ofWenatchee and led the acquisition of Chin-chiolo Fruit Co. in 2003, making Stemilt thelargest offerer of cherries in North America.Mathison helped create access to a world-wide supply of apples, pears, and cherries, inaddition to adding stone fruit through theDouglas Fruit Company.

“I have a passion for creating a compa-ny that provides a world class supply chainfor both large and small family farming

operations,” he says. “It’s all about return tothe land. All decisions are weighted ontheir affect on grower returns.”

Mathison’s father’s orchard leadershipprogram with the Latino community hasbeen an inspiration for Mathison.

His grandfather Tom’s character,integrity and faith helps him meet his goals.

“It has been a huge blessing to go to workeach day and watch him and say, ‘That’swho I want to be when I grow up.’”

Matt McLean, 33CEO Uncle Matt’s Organic &

Uncle Matt’s Fresh Clermont, FLFrom a fourth generation Florida citrus

family, McLean is a pioneer in the produceindustry. Since 1999, he has founded a suc-cessful organic orange juice company, anorganic citrus produce business, a juice bro-kerage business in Europe and the MiddleEast and a consulting business for farmerswho wish to convert to organics, explainsShari Hindman, company owner. “Thisman is a leader, a visionary, and forerunnerto a future that ensures sustainability.”

McLean created one of the first retailbrands in organic fresh fruit citrus and freshorange juice in the State of Florida, and hisprivate label produce brands are wellknown. One of the youngest members ever,McLean was recently elected to the OTA’sboard of directors. His organic fruit gift bas-ket promotion helps support the OTA.

Last year, McLean spoke at the WorldJuice Conference in Amsterdam about thegrowth of the U.S. organic juice industryand is always trying to increase consumerawareness and product penetration oforganics at the national retail level. Hedonates to the Organic Farming ResearchFoundation and many community chari-

ties, including the Breast Cancer ResearchTennis Tournament, Clermont Women’sCenter and Rotary Club.

He recently helped pass a local referen-dum, allowing tax dollars to be spent onpreserving environmentally sensitive areas.“An activist and goodwill sponsor, he isvery involved with his mission and vision,”says Hindman. “And he really is an uncle toall those nieces and nephews!”

Steve McShane, 31Director of Product Development

& Food SafetyNewStar Fresh Foods Salinas, CAOn the cutting edge of technology,

McShane manages operations for New-Star’s progressive RFID initiative, overseeingthe industry’s first RFID Produce TestingCenter in a live working environment. Thishas resulted in talks at IFPA, United andthis month’s PMA Retail Solutions.

McShane is a graduate of the Califor-nia Ag Leadership Program, the Leadership

“One of the most unique characteris-tics of the produce industry is that the peo-ple you encounter are willing to share theirtalent, experience and knowledge withyou,” says Midyett. Industry executives fromboth the retail and supplier side that nomi-nated him for this award say that he exem-plifies such attributes.

With a BS in food biochemistry fromUC Davis, Midyett is a graduate ofUFFVA’s produce industry leadership pro-gram as well as the executive leadershipprogram at the University of ChicagoGraduate School of Business.

Tristan Millar, 35VP, Sales & MarketingFrieda’s Los Alamitos, CAMillar’s qualities define the essence of

this award, according to Karen Caplan,Frieda’s president and CEO. “She is highlyregarded by clients and peers in the indus-try and is a model for young people in theindustry because she has incredible passionfor our business and is willing to both learnand mentor others,” she says. “A real go-get-ter in the food business for over 10 years,Tristan is exceptionally bright, creative, anda thoughtful leader,” Caplan concludes.

Millar is a member of PBH’s board ofdirectors and of the FPFC, where she isactive on various committees. “I absolutelylove this industry. It is as if it gets in yourblood and you cannot do anything else butbe in it,” says Millar.

One of Millar’s first jobs after receivinga BA in English from UC Irvine was in cor-porate marketing at a retailer (Smart &Final). Then she moved to the manufactur-ing side, working for Paramount Farmsdirecting marketing for Sunkist brand prod-ucts. “I did spend over a year in the frozenindustry [Nancy’s Specialty Foods] aboutsix years ago and I just felt like somethingwas missing,” says Millar.

West Mathison

Matt McLean

California Farm Bureau, the Santa CruzCounty Farm Bureau Agri-Culture Pro-gram and the Leadership Salinas ValleyProgram. He is founder and past chair ofthe Central Coast Chapter of the Califor-nia Young Farmers and Ranchers, expand-ing its members to more than 300 in threeyears, and State 1st vice chairman for theorganization.

His community involvement is varied:a trustee for the Hartnell Community Col-lege Board; an honorary member of Mon-terey County Habitat for Humanity; direc-tor for Sunrise House, a local drug andalcohol rehab program; and the Citizen’s

Advisory Committee, Salinas Valley StatePrison.

With a BS in Soil Science from CalPoly and an MBA in food and agribusiness,Santa Clara University, he launched hiscareer as a product manager at Taylor Farmsbefore joining NewStar. He has aided inmany successful new product launches.

”I love fresh vegetables and energetical-ly promote our healthy products every waythat I can,” says McShane, whether it beordering two salads and two sides of broc-coli, or by speaking to local organizationsand students to spread the benefits.”

Ron Midyett, 39Chief Operating OfficerApioGuadalupe, CAMidyett’s contributions to the produce

industry began over 17 years ago at Dole,where he rose to the position of senior vicepresident of value-added operations forDole’s fresh packaged salad business. Hewas instrumental in modernizing value-added programs with processes that haveevolved into the industry standard. He fast-forwarded manufacturing growth with anaggressive business plan and implementedinitiatives resulting in millions of dollars incost savings.

In May 2005, Midyett began the nextphase of his career when he joined Apio,which markets a complete line of fresh-cutvegetable products using proprietary pack-aging under the Eat Smart and Dolebrands. “The dynamic nature of produceforces us to be proactive and try to antici-pate what may be around the next corner.There is a wealth of opportunities in pro-duce just waiting to be tapped,” he says.

His goal is to enhance Apio’s positionin the fresh-cut vegetable and vegetable traysubcategories, capitalizing on the company’sforward-thinking vision and new productdevelopment expertise to drive growth.

Steve McShane

Ron Midyett

UNDERFORTY

40

Tristan Millar

Coverstory.qxd 8/16/06 12:54 PM Page 5

P R O D U C E B U S I N E S S • J U N E 2 0 0 518

me to make my own mistakes and to trynew things.”

Steve Munson, 37Senior Buyer ProduceTarget StoresMinneapolis, MNMunson has only been in the produce

industry for 18 months, but he is translatinghis wider perspective as a merchant at Tar-get for 15 years to fuel the category.

“My goal is to bring my passion forretail to the produce industry,” he says. “Iwant to share my experiences on how todrive the business through the use of newmerchandising techniques, advertisingstrategies, category management and moti-vating the guest to make the extra purchasein our stores,” he says.

Munson’s background at Target insporting goods, home décor, electronics andchildren’s apparel gives him a wide scope ofknowledge to draw from in bringing a freshface to the department.

“I believe through strong vendor part-nerships we can create collaborative goalsusing new strategies and tactics to drive thebusiness,” he says. “This can only happenthrough outstanding communication withour vendor partners. It is not a competitionagainst our vendors to see who can get the

better deal; it is about sharing informationand forming strong alliances to reach com-mon goals,” he argues.

Target’s fundamental marketing strate-gy is to “Expect More, Pay Less.” Munsonhas taken definitive steps in the producecategory to deliver on both of these promis-es. “My vision is to wow the guest with out-standing value and offer an awesome prod-uct that has everyone in the neighborhoodtalking about it.” He acknowledges this isnot an easy task when you have so manyquality companies in the industry trying todo the exact same thing.

“Unfortunately, the guests’ needs areever changing, so we have to be flexible andtry new things to give the guests what theywant,” says Munson. The specifics are noteasy to pinpoint because they will be differ-ent tomorrow, he says.

Bruce Axtman, president of the Perish-able’s Group, nominated Munson as a topyoung leader at retail. Munson is quick toshare credit in his successes, pointing toRandy Shell as not only an outstandingproduce buyer but also an outstandingleader on his produce team. “Much of oursuccess at Target is because of his knowl-edge. We make a great team, and teamworkis a critical component of success.”

Jeff Oberman, 38VP Trade RelationsUnited Fresh Fruit &

Vegetable Association Salinas, CAIndustry achievements are many, but

what makes Oberman a great leader, sayindustry executives, is his winning ability tocommunicate leading produce issues, whilelistening and responding to the industry,uniting a spectrum of people toward mutualgoals. He improves relations between Unit-ed and all regional commodity boards andtrade associations and conducts regionaltours of growing areas that provide valuableeducation to retail, foodservice and whole-sale customer representatives, in addition tofederal and state government officials.

“Oberman is involved in FPFC, PMA,5-A-Day/PBH and just about every otherboard and committee,” says Melissa’s RobertSchueller, who nominated him.

Oberman participates as a speaker andpanelist representing the specialty cropindustry on key issues at regional conven-tions around North America and at inter-national events in Europe, Australia andNew Zealand. He testified to the USDA’sNational Agricultural Research Extension,Education, and Economics Advisory Boardto increase research and support for thefruit and vegetable industry. He also repre-sented the overview of U.S. specialty cropinterests at the United States/Mexico Part-nership for Prosperity Conference.

On the board of directors for CompeerSanta Cruz, he is committed to erasing thestigma of mental illness by creating friend-ships between community volunteers andchildren and adults with mental illness.“My experience began mentoring a youth,”he explains. Other volunteer work includesbeing a project coordinator for DC Cares,improving the lives of inner-city youth insubsidized housing through recreationalfield trips.

Oberman’s list of mentors covered twopages, including: Tom Stenzel of UFFVA,“taught me the value of keeping an evenkeel and taking the high road”; Steve Grin-stead of Pro Act, “inspired me to keep astrategic eye toward the future”; KarenCaplan of Frieda’s, “to grasp the valuabletrait of being aggressive and assertive”; MikeKemp of Sav-A-Lot, “He’s been a great olderbrother (some folks say we look alike)”;Fred Williamson of Andrews & Williamson,“provided examples of hard, focused workefforts, but above all have a great timedoing it”; Frank Padilla of Costco, RobertGordon of Freshpoint/Red’s Market; andthe list continues.

Jose Luis Obregon, 30Deputy DirectorFresh Produce Association of the Americas

Nogales, AZWhen still in his 20s and at Mission

Produce, Obregon took a leading role indeveloping the program to import Mexicanavocados into the United States after a 70-year ban. He was instrumental in solvingthe logistical problems that arose duringthe first crossings that too place in Novem-ber 1997, communicating directly withUSDA, U.S. Customs and FDA, and gettingthe first loads across the border and intothe marketplace.

He built his career in sourcing and pro-curement at Bionova Holding Corp., andthen as a strategic planning analyst atCemex S.A. de C.V., both based in Mon-terey, Mexico, before joining FPAA. “Pro-moting and defending imported produceinto the United States, particularly fromMexico, has been one of the most challeng-ing activities I have been involved in for thelast two years with the FPAA,” he says.

“Dealing with food writers and nutri-tionists and executing strategies to mitigatenegative perceptions the American con-sumer has regarding Mexican produce hasbeen a satisfying experience,” he notes.

Obregon has represented the associa-tion at PBH board meetings and has beenan active member of PMA and Unitedthrough his companies’ participation attrade shows and conferences.

In an education outreach, Obregonshares his knowledge with various organiza-tions in the Nogales area to help the com-munity understand the importance of theproduce industry and to inspire young peo-ple. He also participates in fund-raisingevents for the local Boys and Girls Clubs.

Obregon received his MBA from theUniversity of Arizona, winning an award forhis case studies at the Eller GraduateSchool of Management.

He enjoys bringing political, media, andcommercial groups to farming regions inMexico and port-of-entry facilities todemonstrate how they have been trans-formed to equal or surpass operations inother parts of the world. He is committedto increasing consumer awareness of Mexi-can produce and to positioning it in theUnited States as a solution for filling thewinter gap. His goal is to strongly promotethe PBH programs within the industry andthrough the supply chain.

Jeff Oberman

Steve Munson

Jose Luis Obregon

”For me, working for Frieda’s is aboutachieving a balance in my life, to spend itwatching my kids grow and see the businessthat I am working on grow every day andevery year.”

Greg Moore, 34Produce BuyerSchnuck Markets St. Louis, MOMoore did not have the advantage of

family members in the produce industry,and he has not taken any short cuts devel-oping his career in the retail produce busi-ness, working his way from the ground up.“I started off in the industry as a produceclerk in one of our store, and continued as Iworked my way through college, earning abachelor’s degree in accounting,” he says.

His hard work and perseverance paidoff. He was promoted to an assistant pro-duce manager and eventually to producemanager. Schnuck’s produce executivesrewarded Moore’s talent, commitment andpotential, elevating him after two yearsfrom produce manager to his current posi-tion as produce buyer.

Mike O’Brien, Schnuck’s director ofproduce, nominated Moore for this PRO-DUCE BUSINESS award: “I think it’s a greatidea to honor our up-and-coming produceleaders. Many times in retail we knock ouryoung people. But when you get the rightpeople to join your company, they can real-ly make a difference in the industry,” hesays, adding that there are a lot of deservingpeople under 40 in our industry whoshould be praised and encouraged.

“I have been given many differentopportunities to be a leader, but I think themost enjoyable would have to be teachingnew employees about the business andtraining them,” Moore says. “I find itrewarding that many of the people I intro-duced to the business are now in manage-ment in the stores.”

The most challenging and inspiringaspect of the business for Moore is the con-stant changes in growing areas, new prod-ucts and far-reaching initiatives such ascountry-of-origin labeling that keep him onhis toes.

”My future goals in the industry are to

become a category manager and possiblyone day director of produce for SchnuckMarkets. The company has been very goodto me for many years, and I would like tocontinue my success here, while gettingmore involved in the industry organiza-tions,” Moore says, pointing out, “My cur-rent category manager, Ed Pohlman, allows

Greg Moore

UNDERFORTY

40

Coverstory.qxd 8/16/06 12:54 PM Page 6

J U N E 2 0 0 5 • P R O D U C E B U S I N E S S 19

Ashley Rawl, 33Director of Sales, Marketing &

Product DevelopmentWalter P. Rawl & Sons Pelion, SCAs a child, Rawl spent summer breaks

working in the field alongside his fatherWayne and other family members, in a busi-ness started by his grandparents in the1920s. During his tenure with Walter P. Rawl& Sons, Ashley has been influential in thefirm’s progressive evolution from a peachcannery operation to a major grower/proces-sor/shipper of quality fresh vegetables.

In 1996, after earning a degree in agri-culture economics from Clemson Universi-ty, Rawl joined the firm and quickly rose todirector of sales, marketing and productdevelopment.

Through 5-A-Day and active involve-ment with the Leafy Greens Council andSoutheastern Produce Council committees,Rawl promotes produce consumptionthrough consumer education and foodser-vice partnerships. A United Leadership Fel-low, he represented the produce industryfollowing the events of Sept. 11, 2001, by fly-ing to Washington, D.C., to serve onUFFVA’s food security task force.

Leading by example back home, hehelped implement HACCP programs, gainAIB certifications and improve trace-backcapability. “Produce is always changing,always moving. That keeps it exciting,” hesays. Rawl also supports Future Farmers ofAmerica, Clemson University/ExtensionService, local Young Farmers groups, SCDepartment of Agriculture/Marketing andPromotions.

Produce is all that Rawl knows (hesays), and, even though it has grown, “It isstill an industry where honesty meanseverything, and your word is like a hand-shake over the phone.”

Rawl lives with his wife Kelly and twodaughters, Chloe, 3, and Meryn, 1. He islifetime resident of Lexington Country, SC,where he is active in his local church andenjoys fishing and outdoor sporting events.

Blair R. Richardson, 38President/CEOCalifornia Tree Fruit Agreement Reedley, CARichardson began his current position

three years ago, relishing its scope and thechance to benefit growers, shippers, retailersand consumers. “While the adrenaline rushof making a sale in private business can beexciting, it does not exactly provide thesame fulfillment as achieving long-termgoals that can potentially improve the eco-

more I learned, constantly presenting chal-lenges and goals for me to achieve,” he says,adding, “By participating on boards, notonly do I learn from veteran produce exec-utives, but am able to contribute from a dif-

ferent perspective.Within Giumarra, Riley has created

joint ventures for long-term growth of non-core competencies and helped to build itsnew national transportation division and astate-of-the-art infrastructure. Now he isguiding direction into RFID and industrystandardization. The Giumarra Companiesencompass 14 operating divisions located inthe U.S., Canada, and Mexico, magnifyingthe scope of his accomplishments.

Riley is an alumnus of the UFFVALeadership Fellowship. His communityefforts include fund-raising for the City ofHope, United Way and the Monterey BaySpecial Olympics. He also volunteers forthe Navy Relief, which helps families facingfinancial hardship.

Robert Scaman, Jr., 38PresidentGoodness GreenessChicago, ILGoodness Greeness was launched 14

years ago, when the organic produce indus-try was experiencing growing pains afterthe “Alar Scare” bubble had burst. Good-ness Greeness provided a much-neededoutlet for hundreds of organic farmers’ over-production when many organic distributioncompanies folded in the early ’90s.

Traditionally, the market for organicproduce could be mapped by finding theprogressive college towns. Scaman boldlychanged that, bringing organic to a townfamous for its love of a good steak. Workingclosely with each of the company’saccounts across the Heartland, he tailoreda distribution cycle to meet individualneeds, whether the customer was a large

chain store or an independent.Under Scaman’s direction, Goodness

Greeness developed and solidified the dis-tribution of organic produce in major mar-kets. “We service Chicago and the Midwestmetropolitan cities as a centralized hub. Incomparison, the saturation of the marketfar exceeds that of cities of similar size, NewYork and Los Angeles,” he says.

Scaman contributes to various industryorganizations, including Farm Aid, theOrganic Trade Association and FamilyFarmed. “My father, Bob Scaman, Sr.,taught me how to work,” spanning almostevery aspect of the industry, he explains.“My mother Del was a produce buyer onthe South Water Market, while being amother of four. She showed by examplehow to do 12 things at once and keep anear to what was being heard and what wasnot being heard,” he says. He also acknowl-edges the contributions of his brothers,Rick and Rodney, who staff the company’ssales and transportation division withseven-day-a-week commitment.

Andrew Schwartz, 33PresidentRosemont FarmsBoca Raton, FLSchwartz, who started working with his

family in the New York terminal marketsafter college, had a vision to create a newkind of produce company. He launchedRosemont Farms six years ago under the

belief that there was a need for a verticallyintegrated produce supplier committed toconsistently fulfilling its customers’ needs,coupling quality product, selected andpacked to meet the individual require-ments, with continuity of supply, consistenton-time deliveries and ongoing market andavailability information. These are loftygoals to which many produce suppliers sub-scribe but few attain.

“It has required ongoing changes inour organizational structure and asset base,”says Schwartz. For example, shortly after thecompany’s inception, it became apparent toSchwartz that the firm needed to developassured product sources, which led to landpurchases, joint-venture farming and long-and short-term grower contracts thattogether provide the product foundation invarious growing areas necessary to assurecontinuity of supply.

Control of logistics also was essentialin providing consistent product deliveries.Under Schwartz’ leadership, Rosemontformed its own transportation company,which has been growing ever since. The

nomic sustainability of an entire group ofpeople,” he says. “Additionally, the opportu-nity to work on behalf of approximately1,800 growers who are pooling theirresources and working together to improvethe consumer’s eating experience wasintriguing.”

Richardson oversees the oldest market-ing order in produce, and due to the differ-ent regulations and authorities, the organi-zation is rather complex. His responsibilitiesinclude all program activities regardingquality control, research, market develop-ment and public relations on behalf of allCalifornia fresh peach, plum and nectarinegrowers.

Richardson has been an executivecommittee member of the Produce for Bet-ter Health Foundation, is currently chair-man of the California Ag Issues Forum andserves on the executive committee of theBuy California Marketing Agreement. He

also is on the board of directors of theAlliance for Food and Farming and Pro-tected Harvest.

Previously, Richardson was vice presi-dent of market development for AgEx, aSan-Francisco-based trade consulting com-pany focused on e-commerce for the foodindustry. He also worked in the cottonindustry for 11 years. He holds a BS in agri-cultural economics from Texas A&M Uni-versity and is a graduate of the CaliforniaAgriculture Leadership Program.

Tim Riley, 38Vice PresidentGiumarra Companies Los Angeles, CARiley, serving his second year on PMA’s

Retail Division Board, leads through anextensive understanding of technologicalchange driving the industry as well as abelief in the power of technology toreshape and add value to it.

”He brings a unique and powerful per-spective to industry deliberations on itsfuture and sees opportunity at every turn,”says Bryan Silbermann, PMA president.Riley also sits on the board of the FreshProduce and Floral Council and theUFFVA Government Relations Council.

“I think my greatest contribution ishelping our industry move into technologyover the past 10 years, which helps us com-pete head to head with our true competitors,the consumer package industry,” says Riley.

”When I came to the produce industryin 1990, my knowledge was pure technolo-gy. The more I sat down with growers, ship-pers, transportation and retail people, the

Ashley Rawl

Blair R. Richardson

Tim Riley

Robert Scaman, Jr.

UNDERFORTY

40

Andrew Schwartz

Coverstory.qxd 8/16/06 12:54 PM Page 7

P R O D U C E B U S I N E S S • J U N E 2 0 0 520

establishment of forward distribution facili-ties, consolidation facilities and packingoperations all evolved to fill customers’product needs.

“My overall personal motivation comesfrom the quality of people that have comeon board to shape the future of the organi-zation, and they have given me the freedomto provide training and career opportuni-ties, as well as support to trade organiza-tions in the industry,” he says. His wifeRachel and children, Jack, 3, and Ava,almost 2, also play an integral role in hispersonal goals.

UFFVA recently selected Schwartz as amember of its 2005 Leadership Program.He received his degree in agricultural busi-ness management from University ofDelaware.

John Shuman, 35PresidentShuman Produce Reidsville, GAWhen he created Produce for Kids in

2002, Shuman had a vision of bringing theproduce industry together to raise funds forhospitalized children, while educating chil-dren and parents on the healthy benefits ofeating fresh fruits and vegetables. Producefor Kids has grown to include 13 corporatesponsors and seven major supermarketchains across 22 states, raising over$235,000 for local hospitals within retailers’home markets in partnership with Chil-dren’s Miracle Network. PRODUCE BUSINESS

honored Shuman with a Marketing Excel-lence Award for the company’s innovativecampaign.

As president of Shuman Produce, hespecializes in the marketing and distributionof year-round quality sweet onions fromVidalia, GA, Peru, Ecuador, Guatemala, andMexico. “From a very early age, I rememberwalking the onion fields listening to myfather [Buck] prepare me and my brothersfor the ups and downs in the Vidalia onionbusiness. Through it all I’ve come to appre-ciate the lessons my father taught us overthe years. Persistence and a positive attitudeare key, and always deliver more than youpromise. He reminds me that to survive youhave to have vision because there is no suchthing as standing still; you’re either movingforward or losing ground.”

Shuman formed the only co-op ofVidalia onion growers in Georgia and servesas vice chairman of the Vidalia OnionCommittee. He was recently elected to theboard of directors for the Southeast Pro-duce Council.

His winning determination was evi-denced back in college, while garnering hisBA from Georgia Southern University. Per-haps being a member of the division 1AA1999 National Champions college footballteam — Georgia Southern Eagles — helpedprepare him for the challenges ahead.

Todd Silberg, 35Director of Produce PurchasingDarden RestaurantsOrlando, FLSilberg is responsible for purchasing

over $160 million dollars of produce annu-ally and managing the regional produce dis-tribution system for these items throughoutthe United States. Darden Restaurants, thelargest publicly traded casual dining compa-ny in the world (based on company-ownedrestaurants), serves more than 300 millionmeals annually at over 1,325 restaurants inthe U.S. and Canada.

Fresh produce factors more prominent-ly in those meals as the casual dining seg-ment responds to consumer health man-dates, explains Silberg. “Our restaurantscombined use over 100 different produceitems,” he says. In addition to its flagshipbrands, Red Lobster and Olive Garden, andemerging brands, Bahama Breeze andSmokey Bones, Darden’s newest concept isall about produce. Seasons 52 emphasizesnutritionally rich and diet-friendly menus,highlighting produce items as they reachtheir seasonal peak of freshness and taste.

“Being a scientist with strong food safe-ty knowledge has enabled me to fully

understand the need for a tightly manageddirt-to-door program,” says Silberg, whoreceived a BS in environmental health fromIllinois State University and is an environ-mental health specialist with the NationalEnvironmental Health Association. He isan active member with the InternationalAssociation of Food Protection, theNational Environmental Health Associa-tion and the PMA.

“Food safety issues, combined with theimpact a slight weather shift can have onproduct quality, consistency, availability andprice, require me to be prepared at alltimes,” he says. “Everyone in the produceindustry quickly understands you mustexpect the unexpected.”

Silberg would like to further advanceDarden’s global produce point source pro-gram to fill menus with a greater range offruits and vegetables. “I am fortunate towork closely with many of the industry’stop chefs, reviewing and cutting produce tohelp me develop a sound understanding of

products. Rick Crossland, Darden’s seniorvice president of culinary and beverage, hastaught me a lot about produce specifica-tions, quality traits, handling proceduresand the influence growing areas have onthese items,” he says.

Ken Silveira, 38President and COOTanimura & AntleSalinas, CANot many people at such a young age

can say they went from intern to presidentand chief operating officer of a leading pro-duce company, with sales in excess of $500million. After a 16-year journey within thefirm, Silveira is the first non-family memberto serve as president of Tanimura & Antle,helping the family redefine the fresh veg-

etable operations from farming throughharvest, to sales and administration.

Silveira has further demonstrated hispassion for the industry by taking a leader-ship role on various boards, serving aschairman of the International Fresh-CutProduce Association, being on the board oftrustees for the Produce for Better HealthFoundation and on the board of directorsfor Earthbound Farms. He is an activemember of PMA and UFFVA, as well as asupporter of local charity organizationsincluding Relay for Life, Make a WishFoundation and Meals on Wheels.

Looking back, Silveira says the mostimportant thing he did while completinghis degree in Agriculture Business from CalPoly was his internship program at Tanimu-ra & Antle in the winter of 1988-89. In2003, his promotion to president wastopped by an even greater celebration thatyear when he and his wife, Joelle, had theirfirst child, Sophia Rose.

“I have had many mentors and influ-ences in my career in the produce indus-try,” says Silveira. “Two individuals whostand out would be Rick Antle and GeorgeTanimura. Although Rick’s managementstyle and mine are different, I have learnedthe fundamentals of the business and havebeen inspired by his passion for the compa-ny and the industry. From George, I havelearned how to work hard, neither expect-ing nor needing recognition, but appreciateit when it comes, and above all else, alwaysdo the right thing for the right reasons.”

Lisa J. Strube, 39TreasurerStrube Celery and Vegetable Co.Chicago, ILFrom the moment she met Bob Strube,

Sr., her future grandfather-in-law, she wasin awe of his intelligence. “I’m alwaysinspired when someone has the foresight tomake a move that others may not havethought of and to lead a company everyyear toward incredible growth,” says Strube,who slowly worked through just about everyjob that the company could offer her, with-out working in a union position.

“As I married into the Strube family, Ilearned the business as each of the otherfamily members has-from the bottom up,”explains Strube, settling into her niche onthe financial side, eventually managing themain office and overseeing the generalledger, accounts receivable, all banking,insurance and basically anything thatwould happen her way.

Within the past two years, Strube hashelped the firm navigate through twotremendous challenges. The first was mov-ing out of the South Water Market into thenew Chicago International Produce Mar-ket. Additionally, for the first time in its 90-year history, the company hired a presidentfrom outside of the family. “Dave Watsonhas brought a whole new light to our com-pany, asking questions and calling for resultsthat haven’t been really focused on in awhile,” she says.

“I’m trying to find the ways to help himreach his goals, so that Strube can grow aswe have set our visions to do,” she says. “Astough as it is sometimes, my inspiration isthe unbelievable ability of this family to pulltogether, whether it’s to make changes inthe company or to help care for a sick fami-ly member,” she says.

Strube joined the Leafy Greens Coun-cil a number of years ago to work with Ray

and Ellie Clark. as Bob Strube, Sr., had overmany years. “Strube Celery has always beenactive within the UFFVA, and my goal is tokeep the involvement strong as the fourthgeneration of Strube Celery moves intomore of a leadership role within the compa-ny,” she says.

With husband Rob, Strube enjoys rais-ing her two children R.J., 13, and Gretchen,10, and stays involved in many of theiractivities, as a Girl Scout leader for manyyears, and serving as treasurer of the middleschool PTA.

Kori Tuggle, 30Marketing ManagerOcean Mist Farms Castroville, CATuggle is just starting a new chapter in

her career as marketing manager at OceanMist. Nominated by a range of highlyJohn Shuman

Todd Silberg

Lisa J. Strube

Ken Silveira

UNDERFORTY

40

Coverstory.qxd 8/16/06 12:54 PM Page 8

J U N E 2 0 0 5 • P R O D U C E B U S I N E S S 21

industry — investing in international mar-keting by training shippers how to export,opening negotiations to gain access to othercountries, educating the USDA on tradeissues and hosting reverse trade missions.

These activities have made Coloradothe Number One state for shipments toMexico. Under Voigt’s direction, CPAC hasbeen awarded USDA and State grants foreconomic and market development. He hasmet with and educated state and nationallegislators on major issues, created a potatostorage research facility and refocused mar-keting efforts to show retailers how theycan grow the category.

Before joining CPAC, Voigt worked forthe United States Potato Board. For morethan five years, his primary focus was as aliaison between the USPB and the entirepotato industry, implementing an extensive

communications network and personallyspeaking at every local potato meeting inthe country. Voigt developed an annualmeeting of all state and national potatoorganization staff to find common groundand build relationships. “We were able toincrease support for the USPB by 25 per-cent and eliminate the threat of a referen-dum to disband the organization,” he says.

When the potato industry decided tocreate a new national leadership programthat would join legislative, trade, domesticmarketing and skills training into one pro-gram, Voigt was called upon to execute it. Itwas a huge success, and the model is stillbeing used today as The Potato IndustryLeadership Institute.

Voigt also took a leadership role indeveloping a national industry outlookforum to discuss important issues, whichturned into an annual event. Voigt beganhis career working for several agriculturechemical companies, involving nearly allthe crops grown in the United States, buthe was drawn to the produce growers.“They were always more exciting to bearound and were risk-takers,” he says.

Davis Yung, 35PresidentFresh Direct Produce Vancouver, British Columbia, CanadaIn true entrepreneurial spirit, Yung

founded Fresh Direct Produce in March2003 and built the company into a multi-million dollar enterprise with a staff of 43, afleet of nine trucks, over 250 customers and100 suppliers, all within two years of opera-tion. His mission was to consolidate pro-duce procurement of medium-sized inde-pendent supermarkets and small regional

chain stores, allowing them to better com-pete with major retailers. The result hasbeen an estimated 70 percent market pene-tration of large independent grocers inBritish Columbia and development of thecompany’s own produce brand. Fresh Directhandles over 300 items from 15 countries.

With a hands-on approach, Yung advo-cates socially responsible trading practicesand participates in the national and region-al produce marketing associations to pro-mote produce consumption. Giving back tothe community, a corporate “Child Run”team raises funds for BC Children’s Hospi-tal through an intensive marketing cam-paign, and the company donates produce tofood banks and special interest groups, sell-ing wholesale items to non-profit organiza-tions for fund-raising purposes.

“I am motivated not just to build FreshDirect to be a sustainable and profitableorganization, but also to make a positiveinfluence in the produce industry,” saysYung, noting challenges in food safety, glob-alization and technology.

“Our company has been actively hiringboth veterans and university graduates todevelop them into future buyers and mar-keters of fresh produce,” he says. “Manypeople have a perception of the produceindustry as a mature and unexciting indus-try, long hours, hard work and relatively lowwages. My experience has been a veryenjoyable and enriching one, and I wouldlike to share this with other young people.”

Yung, a CMA, received an MBA fromQueen’s University, Kingston, Ontario, fol-lowing a BBA from Simon Fraser Universi-ty, Vancouver, BC.

Involved in the produce industry since1992, Yung worked for Van-Whole Producein British Columbia for 10 years, joining themanagement team at 26. He also has doneconsulting projects for prominent compa-nies, such as The Oppenheimer Group,while laying the conceptual groundwork forhis own business venture. pb

alliances to drive comprehensive produceindustry business solutions.

Tursi was not only awarded the covetedWal-Mart Stores Produce Buyer of the Yearbut also the Perishable Buyer of the Year for2002. “Working for Wal-Mart has enabledme to be instrumental in two areas wherethe agricultural industry has experiencedsignificant change in the past seven years— contracting versus traditional FOB asthe pricing model, and alternative packag-ing RPCs,” he explains.

Tursi’s active participation in industryorganizations includes speaking for Unitedand PMA on RFID technologies. He is anoriginal member of the Southeast ProduceCouncil and also dedicates time and com-mitment to educating current and futureproduce leaders by participating as a repeatguest lecturer at the Cal Poly AgricultureBusiness School. “This has enabled me togive something back to the agricultureindustry and possibly help future agricul-ture industry employees,” he says. He alsogives back to the community through fund-raising activities for the Children’s MiracleNetwork and Big Brother organization.

In his hometown of Philadelphia, Tursibegan his produce career, stocking shelvesfor Acme Markets during high school, andcontinued working there through his col-lege days. After college he moved to Floridaand worked as a buyer for American Stores,before Wal-Mart came calling. A UnitedLeadership Program graduate, Tursi has amaster’s degree in business.

While continuing his career at Wal-Mart, Tursi says, “Long-term I would like tobe an adjunct professor at an agricultureuniversity or for a food marketing program.Hopefully I would be able to influence theleaders of tomorrow.”

Chris Voigt, 40Executive DirectorColorado Potato

Administrative Committee,Monte Vista, CO“My heart dropped into my stomach,”

says Voigt, when a grower told him he wasquitting due to numerous poor years finan-cially. “I know that if I can just work a littleharder, accomplish a little more, maybe, justmaybe, I won’t have to have another growercome into my office facing such hardship,”he says. Voigt’s actions to improve theindustry are based on this conviction.

Prior to his arrival, CPAC only adminis-tered the marketing order and conductedvarious promotions. He expanded its role byturning it into a trade organization thataddresses all issues affecting the potato

Davis Yung

respected industry executives for her leader-ship qualities, Tuggle has many mentors.

“Kori is a young lady going places inthe industry, doing a terrific job in promot-ing her products and promoting the indus-try,” says Don Harris, vice president of pro-duce and floral at Wild Oats Markets.

“I was fortunate to build a strong foun-dation for my career in produce during mysix years at Safeway, and the support Ireceived there intensified my passion for theindustry,” she says, noting the influence ofRay Klocke, Jack Cupp, Ron Smith, JohnMason and Don Harris.

At Safeway, Tuggle made a mark as pro-duce buyer and then in international salesand marketing/corporate special projects.

During the past five years working forTom and Steve Church at Church Brothersin Salinas, Tuggle says she learned first-hand why they have held such a loyal groupof employees over the years. “I can’t sayenough about what Tom and Steve havetaught me, the opportunities and endless

support, allowing me to go back for myMBA at Pepperdine University, while stillworking full time,” she explains. She earneda BS in agricultural business from Cal Poly,

Tuggle is extremely involved in industryaffairs, establishing herself with the “who’swho” of produce professionals in a relativelyshort period of time. She is a United Lead-ership Program fellow, on the Cal PolyAgribusiness Advisory Board, a committeemember on the Produce for Better HealthFoundation and a member of Young Farm-ers and Ranchers. Other affiliations includethe California Women of Agriculture andFresh Produce and Floral Council, and sheserved as the produce office chairperson forCity of Hope, Safeway fund-raising Com-mittee. “The people that make up ourindustry keep me challenged. Whether I’mworking with a corporate figure of a retailchain, discussing quality with our harvestcrew manager or solving a logistics issuewith a truck dispatcher, the unique peopleour industry is made up of at all levels con-tinues to motivate me to do well,” she says.

Steve Tursi, 36Merchandise Manager for VegetablesWal-Mart Stores,Bentonville, AROn the fast track for seven years at

Wal-Mart Stores, Tursi has played a key rolein shaping and driving a wide range of con-sumer, food safety and supply chain initia-tives. Wal-Mart executives describe Tursi ashaving a solid track record for recognizingand developing multi-faceted partnership

Steve Tursi

Chris Voigt

Kori Tuggle

UNDERFORTY

40

Call for 2006 Nominees!40 Under Forty is an annual fea-

ture of PRODUCE BUSINESS magazine. Ifyou would like to nominate a youngleader for next year’s edition, pleasesend nominations to: ProduceBusi-ness@PhoenixMediaNet.com or faxyour nomination to 561-994-1610.Next year’s nominees must be underthe age of 40 as of April 1, 2006.

Coverstory.qxd 8/16/06 12:54 PM Page 9