Jordan Okumura

SACRAMENTO, CA - In a celebration of those industrious, bold, and committed individuals who bring fresh thinking and unwavering dedication to their roles, we honor the champions whose work continues to elevate the category with our 2025 Besties Awards.This year’s award recipients exemplify not only creativity and strategic excellence but also a drive determined to shape the future of fresh produce through inspired storytelling, thoughtful merchandising, and meaningful philanthropic initiatives.

SALINAS, CA - Setting the stage in 2025 to commemorate a year of meaningful milestones and forward momentum, Markon is celebrating its 40th anniversary with its sights set on the IFPA Foodservice Conference. Known for its steadfast commitment to innovation, integrity, and operational excellence, the company is using this year’s event to reflect not only on its continued evolution within the fresh produce industry but also on the strategic growth and partnerships that have helped shape its trajectory.

OXNARD, CA - Any way you slice it, the popularity of avocados and mangos continues to skyrocket, making each category ripe for promotion. Whether it's a summer holiday or, in this case, the back-to-school season, retailers can expect a healthy dose of consumer traffic around avocado and mango produce department destinations.

BAKERSFIELD, CA - In fresh produce, we often talk about longevity, legacy, and lasting impact. These goals are not built by flashes in the pan, but by steady and strategic planning brought to fruition through focused execution. A single product, campaign, or clever ad will only suffice as a blip on the radar. Becoming memorable, becoming impactful comes from showing up, season after season, with persistence and consistency.

SALINAS, CA - School requires fuel. The right fuel. For parents, students, and educators, the back-to-school season is the perfect time to revamp school lunches, snacks, and every meal period in between and after. Forward-thinking companies, like Naturipe Farms, are equipping today’s shoppers with the right innovations to fuel today’s back-to-school wave of eager and hungry students.

LOS ANGELES, CA - Innovation is a word weighted with possibility—rooted in ideation, propelled by progress, and charged with hope. As the Southeast Produce Council’s Southern Innovations event approaches, set for September 10–13 in Charlotte, North Carolina, companies across the U.S. are preparing to showcase their visions, strategies, and solutions for the challenges shaping today’s marketplace and tomorrow’s opportunities.

BLANDON, PA - The key to innovation lies in uniting creativity with strategic execution and a passion for the process—elements that streamline product development and define dedicated companies like Giorgio. With the Southeast Produce Council’s Southern Innovations event quickly approaching September 10–13 in Charlotte, North Carolina, I asked Bryan Shelton about the company’s vision for the show.

The Cost of Silence in Produce Marketing; Phil Gruszka, Founder of Gruszka Consulting, Discusses

RIO RICO, AZ - Nothing happens around here by accident. This is how Matt Mandel begins our conversation as we look at the near horizon for the SunFed® family. Embedded in the high desert of southern Arizona near Nogales, SunFed serves its customers with a passion for providing Perfect Produce: the highest quality fruits and vegetables, produced by some of the world’s finest growers.

CALIFORNIA - The beauty of Grapes from California is their extended season of promotional potential. While spring signals their arrival, the category continues to thrive with fresh momentum as the fall and winter holidays commence. Supporting global basket sales through Halloween and Thanksgiving and into the December holidays and the New Year’s rush, the period is rich with table grape demand.