When you sit down for a discussion with Ed Bertaud, be prepared to walk away with a bout of inspiration. Covering everything from work-life balance to philosophy, a recent interview with IFCO’s Director of Retail Sales for the Central U.S. gave me a glimpse into his incredible perspective on the produce industry and life beyond it.
As we reflected on his three decades in the industry, Ed left me with gems of advice that have now solidified in my mind as core values. The sales leader and podcast co-host is an extraordinary source of wisdom, shining a light on the significance of community, the gravity of perspective, and so much more.
That said, I would be doing our industry a disservice if I kept Ed’s sage advice to myself.
Ed Bertaud, Director, Retail Sales - Central U.S., IFCO: I started working for Pallet Recycling Associates of North America (PRANA) in December 1994. At 21, this was my first “real job.” Then, in 1997, an equity opportunity presented itself by way of divestiture. Along with other partners, we formed Pallet Exchange, Inc. After three years, we were approached by IFCO, and were acquired in 2000. So, I like to say I’ve been with IFCO for over 30 years, but under the IFCO banner, it has technically been around 25. I’ve had the fortune of working in several roles throughout my career, from operations to sales and business development.
My role is like riding in a bass boat on a stumpy lake—it’s fast, and it can be fun, but you never know when one of those underwater bumps is going to jump up and rattle your jaw. Like most businesses, we do a lot of problem-solving every day, but our most satisfying work comes when we anticipate our customers’ needs.
EB: People and perspective; that’s what it’s all about.
Building connections and serving others is what has given me my life. We spend at least a third of our time above ground working—and that’s if we’re particularly fortunate. So, why not be of service to others? Support others, and good things will happen. Lead strictly with self-interest, and you’ll find roadblocks where there needn’t be any.
Perspective is an invaluable tool: Too much, and you’ll be paralyzed by thought and speculation; too little, and you will struggle to operate effectively. Consider that others have their challenges and objectives. If you truly want to help, figure out where you fit in the equation and how you can be of value.
EB: I’d be remiss not to acknowledge my dad for his role in shaping what I’d like to think is a solid work ethic. I grew up in a family business, where adverse working conditions were the daily fare. As a teenager, I wasn’t particularly driven—probably the typical self-absorbed, pseudo-lazy kid—but looking back, I realize my dad was always teaching me. Even more impactful, in the long term, is that he led by example. He never asked anyone to do something he wouldn’t or couldn’t do himself. He was hands-on and had a remarkable ability to teach himself anything necessary to solve a problem. I am grateful for him and the knowledge he has shared with me.
At a pivotal point in my life, I also had a mentor named Kelly Cheatham—a big brother of sorts. He had a no-nonsense approach to business and did whatever was necessary to get the job done as promised. That left a lasting impression on me. At the end of the day, our word is all we have, and—corny as it may sound—it never goes out of style.
EB: Commit to your goals as early as possible. Share them with a trusted friend, family member, or mentor. If we keep them to ourselves, it’s too easy to let ourselves off the hook.
Second, your inner dialogue, as well as the words you speak, will convince your brain, for good or bad.
Third, don’t be afraid to try hard things. We are all capable of something great. The problem is, many times, we set limitations on opportunities before we fully commit.
Last, don’t underestimate the value of resilience and grit. They are the quiet forces that carry you when strength and certainty fade.
All in all, I consider myself lucky to feel passionate about the work I do and the customers we serve. My work, hobbies, friends, and family are all intertwined, and I love it. I’m living my version of work-life balance.
“Like most businesses, we do a lot of problem-solving every day, but our most satisfying work comes when we anticipate our customers' needs."
Ed Bertaud, Director, Retail Sales - Central U.S., IFCO
EB: My good friend Craig Slate and I started a podcast a few years back called The Fresh CrEd. It began as an extension of the conversations Craig and I were already having over the phone during long trips. Both of us were going through our versions of self-improvement. He was ahead of me, but I was increasingly drawn to becoming the best version of myself.
Although Craig and I both work in produce, the podcast is more about the people than the industry itself. Selfishly, their stories have become a great source of inspiration for me.
There are countless things to admire about Ed Bertaud, but what stands out most to me is his ability to speak candidly about both his accomplishments and missteps, always valuing the people in his corner cheering him on. His own personal story has inspired me—and surely many of you—to take a step back and look at what truly matters in life. Upon doing so, I realize Ed is absolutely right.
People and perspective. That’s what it’s all about. 
