Words of advice that are easily imparted, perhaps a little harder in theory to put into practice. But as soon as Kim Andreason heard Sarah Frey utter those words, she felt their power.
The Fresh Produce Program Director for Jason’s Deli may not immediately ascribe a just-go-for-it attitude to her career path, but her entry into the fresh produce industry was a leap of faith—and a trust in her gut—that proves to this humble writer that the notion resonated with her from the very start.
“I didn’t grow up dreaming of becoming a produce buyer—that was never on my radar,” she shares, taking me on a quick stroll through memory lane. “When I interviewed at National Produce Consultants (NPC), I actually walked out thinking, ‘I’m not even sure what they do.’ True story! But I got the job answering phones, and over the next 10 years, I moved through a variety of roles and really got to know the industry.”
Jason’s Deli was one of NPC’s accounts, and when the company decided to bring produce contracting in-house, it reached out to Kim to fill the position.
“That was 18 years ago, and I’ve been with them ever since. Life’s funny like that!” she laughs.
One of the great joys of covering this industry is the many intersecting paths in fresh produce. It just goes to show that the impact and importance of human interaction can never be overstated.
Why, you may ask?
Kim has been inspired by countless leaders throughout her career, but she always returns to the words of Sarah Frey, Founder and Chief Executive Officer of Frey Farms.
Just go for it.
“Sarah shared a funny and inspiring story about her own path into the industry, and how waiting until you feel ready can sometimes mean missing the moment altogether. So it really stuck with me when she said, ‘Just go for it.’ So simple, yet so powerful,” Kim says.
As fate always has it, those words would be immediately put to the test.
“That same weekend I was ‘nudged’—okay, more like pushed!—into doing some public speaking, which absolutely terrified me,” Kim shares. “As the time got closer, I truly thought I was going to have a panic attack. However, I kept hearing Sarah’s voice in my head and received a lot of encouragement and calming words from fellow industry professionals and coworkers. Just go for it, I told myself. So I did. And it turned out to be a turning point for me.”
Kim’s belief in herself extends to her belief in others. A fierce advocate for the women in our industry, a source of pride for her is seeing the changing demographics within fresh produce leadership.
“When I started, it wasn’t uncommon to be the only woman in the room,” she notes. “Now, more and more women are joining—and leading—every year. It’s been incredible to witness and to be part of that progress.”
Throughout her career, Kim has been an analytic observer of the changes across the supply chain. From logistics to labor, every issue brings its own set of challenges, but this is one of the things Kim loves most. The constant changes make each day fresh, and there’s nothing better for nimble minds like Kim’s.
One of the most intense challenges arose during the COVID-19 pandemic, when most foodservice operators had to overhaul various aspects of their entire business to maintain their bottom line.
“Now, more and more women are joining—and leading—every year. It’s been incredible to witness and to be part of that progress.”
Kim Andreason, Fresh Produce Program Director, Jason’s Deli
“Jason’s Deli had to shut down salad bars practically overnight, pivot to USDA food boxes, and learn how to buy more like a retailer to fill over 50,000 boxes a week,” Kim explains while I try to take in the mind-boggling logistical network that would require. “That was one of those defining moments when the company said, ‘Just go for it.’ We did—and while it wasn’t easy, it was a success we’re proud of.”
With this challenge in the rearview mirror, Jason’s Deli continues to carry on the tradition that started it in 1976.
“Our Founder, Joe Tortorice Jr., laid the foundation with a simple motto, ‘If we wouldn’t serve it to our families, we’re not going to serve it to yours.’ That principle still guides every decision we make,” Kim imparts. “We don’t cut corners when it comes to produce. Everything is purchased whole and cut fresh in the back of the house at every Deli.”
One of Jason’s Deli’s top sellers has always been its salad bar, and for good reason. It’s a marker of the company’s dedication to freshness, and as Kim tells me, it continues to define what fresh means to Jason’s Deli.
“We’ve also been ahead of the curve in several areas. We added organic options to our salad bar back in 2005—long before it became the trend—and removed artificial dyes and colors in 2010, which puts us in a strong position as new regulations roll out today,” Kim notes.
At the end of the day, it’s the relationships that drive Kim to advocate so hard for the industry. Throughout her career, she’s built close connections with grower partners and met the people who grow the food we all consume.
“Visiting the farms and meeting the people who grow our food is one of my favorite parts of the job,” she tells me. “There’s a certain pride and passion you witness every time you step onto a farm. I once toured with a student who said afterward, ‘I don’t think I’ve ever seen anyone that excited about a potato!’ But after learning what it takes to grow one—and that it can only be harvested once a year—it all starts to make sense. The same level of dedication and excitement shows up on every tour, whether it’s berries, lettuce, or tomatoes. It’s a lot of hard work and care, and it never gets old to see it up close, because every time, that grower is telling you their story with genuine pride and passion.”
There’s nothing more humbling than seeing someone committed to a pursuit, and I see this just as much in Kim as she sees in the farmers growing our food. Her enthusiasm for the wild world that makes up fresh produce is infectious; she makes you want to pursue that big dream of nourishing the planet.
If I had to sum it all up in a phrase, she makes you want to just go for it.
And there’s nothing quite as impressive as that. 
