As the spotlight fades and the applause settles, what remains is the quiet hum of momentum—proof that inspiration doesn’t end with the award. It is, in many ways, just the beginning.
Fresh produce carries a passion and a willingness unlike any industry I have known before. Ours is an ecosystem built layer upon layer by a call to action far bigger than ourselves to feed the world. This inspiration begins anew in every story told, every brand built, and every hand that continues to lift this industry higher. Because, truth be told, recognition is more than a moment. It’s a mirror. A reflection of how far we’ve come as an industry and how deeply rooted our determination is to place our beautiful, healthy fruits and vegetables in front of the consumer.
For this moment, though, we can pause and acknowledge one another for every inch we move closer to innovation in both thought and product. There is real progress to be found in that recognition: the collective gain that comes when we celebrate one another—competitors, neighbors, and partners alike. Together, we contribute to the growth of what was once a peripheral department, now a key driver of revenue and relevance across buying operations.
It’s easy to forget, on some days, that the farmer, the grower, the packer, and the shipper are not required to open up shop, though they are compelled to, driven by a shared sense of vision and intention. When a package, a purpose, a design, or a cause reaches beyond the register and into the community, fresh produce becomes something more. It becomes nourishment for both the body and the soul—a reminder that doing good and doing good business can, and should, coexist.
Chosen by a committee of leaders who understand the nuances and challenges of today’s market, this year’s Besties honorees embody what happens when passion meets purpose. Each award reflects not just excellence, but intention—the result of countless decisions, risks, and moments of creativity that move our industry forward. Their recognition is a testament to the collective drive that unites us all and to the shared belief that progress, at its best, is grown together.
A heartfelt thank you to our committee members for your time, your wisdom, and your support this year.
Lifetime Achievement: Dan Canales, Ippolito International
Snack Storyteller: Catherine Gipe-Stewart, Superfresh Growers®
Retailer of the Year: Chris Keetch, The GIANT Company
Best Marketer to Work With: Teri Gibson, Peri & Sons Farms®
Best Social Media Campaigning: Trinity Fruit Company
Best Social Media Culinary Artistry: Duda Farm Fresh Foods
Best Email Ad Campaigns: Bee Sweet Citrus
Best Merchandising Concepts: CMI Orchards
Best Philanthropic Initiatives: Lipman Family Farms
Best Alternative Marketing Campaign: Fowler Packing Company
Best Educational Videos: Monterey Mushrooms
Best Rebrand: Highline Mushrooms
Best Snack Ad: Mucci Farms
Best Website: Zespri
If you could leave suppliers and vendors with one message about what it takes to truly stand out and move the needle in today’s market, what would it be?
“Don’t just sell us fruit—sell us the future. Bring ideas, not excuses. The suppliers who move the needle are the ones who innovate with purpose, anticipate what’s next, and make our shared shopper the hero of every decision.”
“Retailer–supplier relationships have evolved significantly over the past decade. What stands out as best-in-class today is a supplier who seeks to be a true partner rather than simply transactional. To me, partnership means engaging in forward-looking conversations—discussing what our business will look like five years from now and how we can achieve our category goals together.”
“What it takes to truly stand out and move the needle in today’s market can be summed up in one truth—one belief rooted in both upbringing and experience: farmers feed the world. Whether you’re a consumer, a retailer, a leader, or a parent, this business thrives on keeping the supply chain—from farm to fridge—intact, 24/7, 365 days a year. Challenges will come, but any obstacle can be overcome when that symbiotic relationship remains strong.”
“Being upfront and honest about everything is how a vendor/supplier can stand out for me. Whether it’s cost, availability, quality, or timing, just be upfront about what’s happening, and the earlier the better. When it comes to price, give me the best cost available without sacrificing quality, rather than going back and forth for a week. It will save a lot of frustration for both of us. Working together on a common goal of selling more produce and making a little money is a recipe for success for all.”
“The partners that set themselves apart from the pack are those who value transparency, communication, and shared goals. It’s impactful to feel as though the transaction is not a sale on its own, but a path to a mutually beneficial relationship.”
“Success in produce today takes more than great products: It’s about collaboration, agility, and a shared commitment to growth. Vendors who listen, adapt quickly, and bring creative solutions to challenges help elevate the entire industry. The real differentiator is partnership: working side by side to deliver freshness, consistency, and innovation every single day.”
“In today’s market, standing out isn’t about a single innovation or strategy—it’s about the culture that drives every action. At FreshSource, our success comes from a team whose passion, experience, and collaborative spirit transform partnerships into growth. When retailers, suppliers, and vendors share that same commitment—to relationships, executional excellence, and creating meaningful consumer engagement—they don’t just move product; they move the needle.”
“As a retailer for 38 years and now on the other side of the desk I feel very strongly about a few key points on supplier/vendor and retailer business relationships. In today’s world, the supply chain has to be very customer service oriented and totally transparent when it can; pushing for 100 percent transparency. Nothing feels better than having a supplier/vendor you deal with that you can trust and know exactly what costs are involved from beginning to end. All parties need to be profitable. If there is a transparent agreement, everybody gets equal profitability. Add in good customer service, and it’s a win!”
“Among all the wonderful design and marketing elements is the ability to stand out in a crowd with the deep value and uniqueness of their product or service. Value is something that can’t be faked—it is the catalyst that makes others in the marketplace seek them out.”
