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.

Recorded live at Viva Fresh Expo 2026 in San Antonio, this conversation features Dante Galeazzi (President & CEO of the Texas International Produce Association) and Melinda Goodman (President & Owner of Full Tilt Marketing).

With nearly 3,000 attendees, Viva Fresh continues to grow as one of the most impactful events in the produce industry—driven by relationships, innovation, and a strong sense of community.

In this episode, we discuss:

The continued growth and evolution of Viva Fresh Expo

Why relationships remain the foundation of the produce business

The role of sponsors, volunteers, and industry collaboration

How small, consistent changes drive long-term success

This is a behind-the-scenes look at what makes Viva Fresh unique—and why its momentum continues to build year after year.

Freight costs are swinging, fuel prices are climbing, and produce operators are heading into the summer season with real uncertainty.

In this episode of The Fresh CrEd, PJ Cawley of Charlie’s Produce shares what he’s seeing across procurement, transportation, and planning as the industry approaches Viva Fresh.

From volatile freight rates and rising diesel costs to ongoing tariff questions, PJ breaks down how these pressures are impacting decision-making across the supply chain.

The conversation also touches on how spring crop planning shifts into execution, and what operators should be watching as programs come online and costs begin to materialize.

For anyone working in produce, distribution, foodservice, or supply chain, this episode offers a grounded look at the real signals shaping the market right now.

Recorded live at SWIPE Expo 2026 in Tucson, Ed Bertaud sits down with Ahmed Bakheit of ADAAM Logistics to discuss the current state of transportation and logistics in the produce industry.

The conversation focuses on carrier compliance, insurance risk, and what’s driving breakdowns between brokers, shippers, and carriers. Ahmed also shares his perspective on capacity, driver pay, and how inflation continues to impact operations across the supply chain.

Additional topics include:

• Carrier compliance and insurance requirements

• Capacity vs. qualified capacity

• Cost pressures and driver pay

• Risk management in produce transportation

• Broader pressures impacting logistics

More conversations from SWIPE Expo 2026 are available on The Fresh CrEd.

Recorded live at SWIPE Expo 2026 in Tucson, Ed Bertaud sits down with Sasha Luten of Farmer’s Best to discuss the current state of the produce business from a grower-shipper perspective.

The conversation covers labor challenges in Mexico, rising costs, and how development is changing the available workforce. Sasha also shares his perspective on duties, the end of the tomato suspension agreement, and what that means moving forward.

Additional topics include:

• The continued growth and evolution of SWIPE Expo

• Demand across U.S. and Canadian markets

• Transportation and seasonal logistics pressures

• The role of diversification in supporting customer relationships

More conversations from SWIPE Expo 2026 are available on The Fresh CrEd.

Recorded live at the Southwest International Produce Expo (SWIPE) in Tucson, Ed Bertaud sits down with Lance Jungmeyer, President of the Fresh Produce Association of the Americas.

They discuss how SWIPE has grown into one of the most productive gatherings in the produce industry, why maintaining strong buyer–supplier engagement matters, and the operational realities shaping fresh produce trade.

The conversation also explores border logistics, inspection capacity, trucking shortages, and how industry groups work with government agencies to keep produce moving efficiently from Mexico into U.S. commerce.