The Fresh CrEd

Hosted by The Fresh CrEd

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Episodes

100

Latest episode

Aug 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

September 2, 2026Episode 756 min

Impersonation Fraud in Produce with Kirk Soule of Blue Book Services

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.

August 26, 2026Episode 746 min

From Chefs to K-12: Megan Jacobson on the Reach of Foodservice

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.

August 19, 2026Episode 734 min

Three Generations at Progressive Produce with Veronica Rodarte

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.

August 12, 2026Episode 727 min

Andy Hamilton: Weather, Food Safety & What’s Ahead for Produce

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.

August 5, 2026Episode 7112 min

Cathy Burns: Fighting for Fresh and the Future of Produce

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.

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.