There’s a familiar saying in our industry: Produce gets into your blood. And perhaps one of the hardest parts of this business is knowing when it’s time to say goodbye. This month, the fresh produce industry bids farewell to Rick Bravo—a well-known and respected leader in the fresh vegetable industry.
Rick, who has worked with some of the most prominent names in the fresh vegetable industry, will officially conclude his remarkable 43-year career this month. Interestingly, his path to produce wasn’t a straight one.
Though raised in Hollister, California—surrounded by fruit and vegetable farms—his early aspirations were in criminal justice. He pursued a degree in Administration of Justice at San Jose State University with hopes of becoming a probation officer; however, after completing an invaluable summer internship with the San Benito County Probation Office, Rick realized that wasn’t his passion.
Having spent many summers working at Mayfair Packing, a local dried fruit company, Rick returned there after college to work full-time as a fruit buyer. After three years, recognizing limited growth in the dried fruit sector, he shifted gears and accepted a sales desk position with Bud of California. That decision in August of 1983 marked the beginning of his journey into the world of fresh produce.
"For the past seven years, [Rick] has been an integral part of the Ocean Mist® Farms organization, bringing his extensive experience and steady leadership to the company’s sales efforts."
Chris Drew, President and Chief Executive Officer, Ocean Mist® Farms
Rick’s career with Bud of California—which would soon evolve into Dole Fresh Vegetables—began to take shape. Two years in, he relocated to the company’s Chicago office, where he expanded his understanding of regional markets and developed strong relationships with customers. After two years in the Midwest, Rick returned to Dole’s Salinas office and steadily rose through the sales ranks.
He spent a total of 20 years with Dole before taking on a new opportunity at Tanimura & Antle, where he spent five years as Vice President of Sales and Marketing. In 2008, Rick returned to Dole for another decade, this time serving as Director of Commodity Sales and continuing to make his mark in the industry.
Although Rick thought he would likely finish his career at Dole, a new opportunity came knocking in 2018.
“Rick was recruited to join the Ocean Mist® Farms family as Vice President of Sales and Marketing. He saw the move as a fresh start—and a chance to help shape and lead a high-performing sales team. For the past seven years, he has been an integral part of the Ocean Mist Farms organization, bringing his extensive experience and steady leadership to the company’s sales efforts,” Chris Drew, President and Chief Executive Officer, shared.
During his tenure at Ocean Mist Farms, Rick brought invaluable structure, focus, and strategic vision to the sales organization. Under his leadership, the team secured new customers, expanded contract business, and drove significant growth in the company’s value-added segment.
“It’s been a remarkable experience to work for a 100-year-old legacy company—not many businesses reach that milestone,” Rick noted, reflecting on his time at Ocean Mist. “The company and the sales team embraced me from the very beginning. My hope is that I’ve made a meaningful and lasting contribution.”
Over the course of his 43-year career, Rick gained a wealth of knowledge and perspective. Before his retirement, we had the opportunity to capture a few of his reflections on how the produce industry has evolved during his time.
“The industry has changed a lot over four decades,” he shared. “In the early days, there were no cell phones or laptops—there were desktop computers and pagers. Communication was primarily by phone, which meant always knowing where the nearest payphone was!”
Rick continued, saying, “There also wasn’t any value-added produce back then—just commodities and a small foodservice business. I remember in the late ’80s, we introduced a 3 lb bag of Iceberg salad mix to retailers at virtually no cost just to get them to try it—but they weren’t interested. Retailers didn’t know how to merchandise it, and consumers didn’t know what to do with it.”
Although over the next several years, he pointed out, value-added items proved they were here to stay.
Rick also highlighted one of the most meaningful industry shifts he’s observed: “Another major evolution has been the increased presence of women in produce. Early on, there were only a handful of trailblazing women in leadership roles,” he said. “That has been one of the most significant and positive changes I’ve witnessed over the past 40 years.”
"I’ll miss working in this incredible industry—and I’ll especially miss the people."
Rick Bravo, Vice President of Sales and Marketing, Ocean Mist® Farms
When asked what wisdom he would like to impart to the next generation coming into produce, with heartfelt intention he responded, “Be curious! Never be afraid to ask questions or volunteer to learn new things. The fresh produce industry is multifaceted with many opportunities. Find mentors. Find them early in your career and then become one later in your career. Build bridges, don’t burn them. Say yes to opportunities; this is how you grow and get noticed. I’ve also learned that success is a collaborative effort. No one succeeds alone, and I’ve had the privilege to work with so many talented people who have contributed to my career.”
In sharing some final reflections as he winds up his career, Rick thought first of his family.
“It’s incredibly rewarding to see both my daughter, Emily, and son, James, pursuing careers in the fresh produce industry—essentially following in my footsteps,” he said.
Rick also expressed appreciation for the companies that helped shape his professional journey.
“I’ve had the privilege of working for three exceptional companies in this industry, and I still have close friends at all of them. It’s been an amazing opportunity to meet and work with so many great and talented people, including growers, colleagues, customers, and suppliers. I’m truly thankful for the rewarding career I’ve had,” he remarked.
Rick shared that a bit more time on the golf course may be in his future, along with travel adventures with his wife, Joanne. But one of the things he’s most looking forward to in retirement is spending more meaningful time with his parents—both now in their 90s.
“It’s my time to give back to them. To be there for them,” he expressed.
On a final note, Rick shared that while retiring feels like the right decision, it’s also a deeply sentimental one.
“It’s hard to say goodbye, so I’m planning to go out quietly,” he said. “I’ll miss working in this incredible industry—and I’ll especially miss the people. But I’ll absolutely stay in touch.”
Here’s to you, Rick, and your outstanding career. Thank you for the gifts of your wisdom. 
