The Fresh CrEd

Hosted by The Fresh CrEd

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Episodes

100

Latest episode

Jun 2026

Language

EN-US

About the show

The Fresh CrEd Podcast is where the produce industry talks about what’s actually happening—right now. Hosted by Ed Bertaud, the show features conversations with operators, buyers, growers, and industry leaders navigating the realities of fresh produce every day. From freight and pricing pressure to sourcing, retail dynamics, and supply chain shifts, The Fresh CrEd focuses on the decisions, challenges, and strategies shaping the business. This isn’t theory or surface-level storytelling. It’s a closer look at how the industry actually works—from the people in it. If you’re in produce, foodservice, distribution, or ag business, this is a place to hear what others are seeing, thinking, and doing as the market evolves.

Listen to episodes

60 recent

June 3, 2026Episode 7024 min

PJ Cawley on Freight, Organics & the Future of Produce | The Fresh CrEd

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.

May 27, 2026Episode 6925 min

Daniel Bell on Produce’s Story Problem, Consumer Habits & the Future of Fresh Retail

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: why produce loses attention to major CPG brands educating younger generations about agriculture and fresh food inflation and changing consumer buying habits fresh vs frozen purchasing behavior the decline of produce as a long-term trade career California farmland loss and supply concerns relationships in retail produce buying Grocery Outlet’s evolving fresh strategy 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.

May 13, 2026Episode 6825 min

“You Don’t Wanna Go Backwards” | Tommy Wilkins on Health, Purpose & the Clean Eating Challenge

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: the original vision behind Viva Fresh produce as “food as medicine” the Clean Eating Challenge and accountability mindset shifts around health and longevity balancing industry life, travel, stress, and wellness family, purpose, and building sustainable habits 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.

May 6, 2026Episode 6726 min

From Warehousing to Produce Procurement | Emily Shaw of H-E-B on Leadership, Supply Chains & Volatility

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: the transition from warehousing into produce procurement leadership and team development process-building in a fast-moving environment contingency planning and supply security how H-E-B approaches cross-functional collaboration navigating market volatility and shifting consumer behavior This episode also dives into the operational realities behind keeping fresh produce moving during freezes, supply disruptions, and changing market conditions.

April 29, 2026Episode 6628 min

The $8 Billion Opportunity Hiding in Produce | FutureBridge on Consumer Behavior & Demand

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.

April 22, 2026Episode 6520 min

Dante Galeazzi & Melinda Goodman on Viva Fresh 2026, Industry Growth, and the Power of Relationships

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.

April 9, 2026Episode 6421 min

PJ Cawley on Freight, Tariffs & Summer Produce Planning Ahead of Viva Fresh

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.

March 31, 2026Episode 637 min

Ahmed Bakheit on Capacity, Compliance, and Cost Pressures in Produce Logistics | SWIPE Expo 2026

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.

March 25, 2026Episode 629 min

Sasha Lewton on Labor, Duties, and Shifting Dynamics in Produce | SWIPE Expo 2026

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.

March 10, 2026Episode 619 min

Lance Jungmeyer | Border Logistics, Market Access & Produce Trade at SWIPE 2026

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.