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Obtaining Objectivity: A Q&A With Tony Incaviglia, Vice President of Sales and Marketing, GR Fresh

Obtaining Objectivity: A Q&A With Tony Incaviglia,  Vice President of Sales and Marketing, GR Fresh

Objectivity is a guiding principle in my life.

In a world where so many aspects of humanity are up for interpretation, I’ve come to hold this characteristic very close to my heart. It is what keeps me grounded in moments when I get caught up in the stories I tell myself. The dangerous rabbit hole of doubt and discomfort.

Thus, I coax myself toward what I know is true. What are the facts? I have to identify objectivity before I can move forward,  because the reality I experience in my head is rarely the same as what is staring me in the face.

In speaking with countless industry members about sustainability, I find the same to be true. We often conjure images of an idealistic utopia when, really, what we need to be working toward can already be held in our hands. In stepping outside our own heads and looking at the bigger picture, we can begin to take proactive steps forward—to let go of those intangible ideals and begin to make real change.

Objectivity allows us to see what needs to be done and to see that we cannot do it alone. Too much subjectivity can render us paralyzed or unable to see the true path ahead and how to get there.

What’s true: The Earth and its economies and cultures are not sustainable without our engagement. What’s false: the story we tell ourselves that it is someone else’s job, or that we have more time.

It’s not just our vision for the future, but the actions we take every day.

Everything comes back to creating objectives. Achievable goals with actionable steps to accomplish them. When you know who you are, you know where you’re going.

I learned this from Tony Incaviglia, who recently sat down with me to discuss GR Fresh’s refined sustainability vision. The Vice President of Sales and Marketing rolled out the roadmap to a more sustainable future, though I was surprised to find these guideposts along the way.

Take a moment to read for yourself how the vegetable grower makes sustainability a reality.


Chandler James: We’ve all heard the same question asked before: What actions are you taking to become a more sustainable company? Heck, I myself posed this open-ended question to many interviewees as I was earning my stripes in this industry. Instead, though, I’ll ask you this: In your journey toward becoming a more sustainable company, what areas of your operations have become the most important to nurture?

Tony Incaviglia, Vice President of Sales and Marketing, GR Fresh: GR Fresh is focused on three specific sectors that have become the company’s pillars for success: production, distribution, and transportation. Through these efforts, we’ve been firmly rooted in the fresh produce industry and stick by our strong beliefs in sustainability, social responsibility, and excellence in safe food production. Thanks to our six-decade-long presence in Mexico, we are ready to enter demanding domestic markets to develop relationships with partners who share our goals
and vision.

We are dedicated to ensuring our customers receive the freshest and highest-quality produce through the use of innovative technologies while upholding high standards throughout production and distribution. The GR Fresh team prides itself on high-yield production practices and a strong social commitment to our partners, employees,
and the environment. Our promise is that, by choosing us, we will always uphold these standards for your satisfaction.

“For us to be truly sustainable, we must be environmentally and economically sound, but more importantly, socially equitable.”

Tony Incaviglia, Vice President of Sales and Marketing, GR Fresh


CJ: Personally, what piques my interest most is the social responsibility component of your sustainability vision. It’s been said many times before that this is a relationship-focused industry, and I think that is often said in connection to business partnerships. But, what you seem to be saying is that social responsibility comes down to the relationships and respect that ARE built between the employer, employees, and growers. Am I understanding you correctly?

TI: Absolutely. Here at GR Fresh, we are only as good as the people we employ and choose to
team up with.

For us to be truly sustainable, we must be environmentally and economically sound, but more importantly, socially equitable. We believe we are sustaining because we have focused on our people and have grown by caring for and improving our work environment.

Further proof of our sustainable business practices is in the development of our own socially responsible Agro For People platform. I believe we are one of the few, if not the only produce company, in the industry that has developed such a program for our employees. Human rights, family values, and gender equality are cornerstones of our program, and we provide personal development opportunities through classes that further their education.


CJ: Of course, we cannot talk about sustainability without mentioning Mother Earth. Our natural environment has changed drastically due to unsustainable choices humans have made over the years. While we may not be able to reverse it immediately, we can certainly put an end to it by making more conscious choices with the objective of sustaining our planet long into the future. How does GR Fresh work to minimize its environmental footprint with this goal in mind?

TI: In our business, sustainability suggests doing business without negatively impacting our environment, community, or society as a whole. Our mission of achieving a sustainable business strategy is to make a positive impact in all of those areas. When companies fail to accept responsibility, the opposite can happen, leading to issues like environmental ruin, inequality, and social injustice.

We take into account a wide array of environmental, economic, and social factors when making business decisions. It’s important to consider the impact of our operations to ensure that profits today don’t turn into liabilities tomorrow.

Other sustainable efforts include using plant-based materials for our value-added packs, such as our new compostable packaging, which can be naturally degraded into the soil without leaving harmful toxic residues. It’s been a hot topic for several years now, and we are ready to play in that arena.

“It’s important to consider the impact of our operations to ensure that profits today don’t turn into liabilities tomorrow.”


The difference between objectivity and subjectivity is control. When you take those stories you’ve told yourself at face value, you surrender to a reality that is not grounded in truth. Objectivity puts truth in the palm of your hands, allowing you to make decisions based on outside forces that influence your journey. And while we might not be able to control all aspects of our sustainable evolution, we’ll take what we can get.

After speaking with Tony, I can now say I have a new perspective on sustainability. A strong foundation to any plan is a rock-solid identity, and GR Fresh knows itself through and through. 

Obtaining Objectivity: A Q&A With Tony Incaviglia,  Vice President of Sales and Marketing, GR Fresh