In this special edition of The Fresh CrEd from Viva Fresh 2025, we sit down with Jon Holder, VP of Produce and Floral at Superior Grocers, for a grounded and heartfelt conversation about his decades-long journey through the grocery world—from sacking groceries at 16 to leading procurement for a major California retailer.

John reflects on:

• The evolution of produce retail across generations

• Growing demand for tropicals and Hispanic-focused offerings

• Tariff uncertainty and pricing pressures

• Why respect and relationships still matter most in the produce industry

Plus: hunting stories, career pivots, and a powerful reminder that perseverance through personal loss can shape not only your leadership—but your legacy.

🎧 Listen now and get a front-row seat to one of retail’s most quietly influential careers.

🔈 Sponsored by: SunFed, IFCO, Monterey Mushrooms, EXP Group LLC, AnaVale Produce, ArtMX Produce, Agro GonzaMex, Athos, Agrival, and the Texas International Produce Association

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