The Fresh CrEd

Kirk Soule of Blue Book Services joins The Fresh CrEd from the IFPA Foodservice Conference in Monterey for a conversation about fraud in the produce industry and the importance of knowing who is really on the other end of a transaction.

Kirk explains how impersonation scams can unfold, with fraudsters posing as buyers from legitimate companies and placing orders before disappearing without payment. He also shares the scale of cases Blue Book tracked last year and some practical ways sellers can verify new contacts, from checking company websites and email addresses to picking up the phone and confirming directly.

Kirk also discusses Blue Book’s work around fraud prevention and his first experience at the Foodservice Conference.

The Fresh CrEd’s IFPA Foodservice Conference coverage is presented by Wiggins Farms, with featured support from SunFed and IFCO.

Megan Jacobson of Gill’s Onions joins The Fresh CrEd from the IFPA Foodservice Conference in Monterey for a conversation about where foodservice innovation begins and how far its influence can travel.

Megan explains why foodservice has become more than 70% of Gill’s Onions’ business and why connecting with chefs remains such an important part of the conference. The conversation also turns to the company’s growing involvement in K-12 foodservice, where fresh ingredients can help school nutrition teams build flavor while meeting changing menu requirements.

Plus: stadium onions, caramelized onion chocolate chip cookies, 42 years of Gill’s Onions and the origin of the self-proclaimed California Onion Queen.

Recorded at the IFPA Foodservice Conference in Monterey, California.

Coverage presented by Wiggins Farms, with featured support from SunFed and IFCO.

For Veronica Rodarte, Progressive Produce is more than the company where she has spent the last 15 years.

Her grandmother started there sorting potatoes by hand. Her father started by sweeping floors and driving a forklift before eventually becoming an owner. Today, Veronica is a Director of Sales and the third generation of her family to build a career at Progressive.

Veronica joins The Fresh CrEd from the IFPA Foodservice Conference in Monterey to share some of that history, talk about Progressive’s year-round Ventura County fresh herb program, and discuss her role as 2026 Chair of the Fresh Produce & Floral Council.

The Fresh CrEd’s IFPA Foodservice Conference coverage is presented by Wiggins Farms, with featured coverage support from SunFed and IFCO.

Andy Hamilton of Markon joins The Fresh CrEd at the IFPA Foodservice Conference in Monterey to talk about the issues shaping produce planning and foodservice today.

From potential weather disruptions and contingency planning to food safety and the growing influence of social media, Andy discusses why the produce industry needs to stay ahead of both operational challenges and the narratives surrounding them.

He also shares how Markon uses boots-on-the-ground market intelligence to anticipate changing conditions and why the company makes its market and crop reporting available beyond its own organization.

Recorded live from the IFPA Foodservice Conference in Monterey, California.

The Fresh CrEd’s IFPA Foodservice Conference coverage is presented by Wiggins Farms, with featured coverage support from SunFed and IFCO. 

Cathy Burns, President and CEO of the International Fresh Produce Association, joins Ed at the IFPA Foodservice Conference in Monterey.

Cathy discusses the energy surrounding this year’s conference and the major priorities currently facing the fresh produce industry. The conversation covers labor, the Farm Bill, nutrition programs, the future of the supply chain, and the growing impact of Extended Producer Responsibility regulations.

She also explains why inconsistent packaging requirements could increase costs and complicate distribution, how packaging supports food safety and waste reduction, and why the industry has an important opportunity to make fruits and vegetables central to the national health conversation.

The episode closes with a look at upcoming IFPA events and the changes coming to the Global Produce & Floral Show.

Presented by Wiggins Farms, with additional support from IFCO and Sunfed.

Recorded live at the 2026 Viva Fresh Expo hosted by TIPA, this episode of The Fresh CrEd features PJ Cawley of Charlie’s Produce discussing freight costs, produce distribution, organics, consumer behavior, and the changing realities facing the fresh produce industry.

PJ shares insights on transportation pressure, shifting buying habits, population growth across western markets, organic produce trends, and why relationships remain one of the most important parts of the produce business.

The conversation also explores Charlie’s Produce’s growth, emerging specialty programs like Yumi watermelon, and the broader challenges and opportunities shaping produce today.

Recorded live at Viva Fresh Expo 2026, Ed Bertaud is joined by special guest co-host P.J. Cawley (Global Purchasing Manager/Organics @ Charlie's Produce) for a conversation with Daniel Bell, Senior Director of Produce at Grocery Outlet.

Daniel shares insights from more than three decades in produce retail, discussing how the industry has changed, where fresh departments are heading, and why produce still struggles to tell its story effectively to consumers.

Topics include:

The conversation also explores how retailers can cultivate talent, why relationships still drive the produce business, and what the industry needs to do better moving forward.

Recorded live in San Antonio, Texas.

Recorded live at Viva Fresh Expo 2026, this episode of The Fresh CrEd features Tommy Wilkins of Horton Fruit.

Tommy reflects on the growth of Viva Fresh, the impact of the Clean Eating Challenge, and how a personal health scare changed the way he approaches life, health, and purpose.

This conversation dives into:

Tommy also shares how improving his health changed the way he feels physically, mentally, and emotionally — and why reaching a point where “you don’t wanna go backwards” matters.

Recorded live at Viva Fresh Expo 2026, this episode of The Fresh CrEd features Emily Shaw, Senior Director of Produce Procurement at H-E-B.

Emily shares her path from warehouse operations and supply chain leadership into the world of fresh produce procurement, offering a grounded look at what it takes to navigate one of the most volatile periods the produce industry has seen in years.

We discuss:

This episode also dives into the operational realities behind keeping fresh produce moving during freezes, supply disruptions, and changing market conditions.

There’s between $4.5 and $8.6 billion in untapped demand sitting in produce right now—and most of it comes down to execution.

Live from Viva Fresh 2026, we sit down with Richard Kottmeyer and Sabrina DeLay of FutureBridge to break down what’s actually driving consumer behavior—and where the industry is missing.

This conversation dives into the Consumomics framework (PECA-V), a behavioral model that maps how consumers make decisions and how demand can be engineered more effectively.

We cover:

Where latent demand in produce is being lost

Why traditional promotions fall short

The role of convenience, trust, and habit in driving purchases

How retailers and suppliers can rethink merchandising to unlock growth

The full white paper referenced in this episode is available through FutureBridge and Viva Fresh.