Nineteen years ago, Jay Short walked into an interview at Superfresh Growers® that was set up through a local temp agency. At the time, he had no career path in mind, but was simply looking for a job to make ends meet. What he found was an opportunity that would change his life, his family’s life, and become a career he is deeply enthusiastic about.
“I started at the very first rung of the ladder as a Sales Assistant. It was in that role that I began to understand the incredible complexity and dynamism of the produce business,” Jay, now the Vice President of Sales at Superfresh, tells me. “The Kershaw family and the culture they built at this company have a way of rewarding hard work and a willingness to learn, and I am a living testament to that. As a Sales Assistant, I was given opportunities to manage accounts, became a Sales Manager, and now I serve as the Vice President of Sales.”
As Jay settled into his newly discovered career, he crossed paths with a few key mentors who guided him in reaching his full potential. One such mentor was Tim Lane, who is now retired, but held the role of Sales Manager when Jay started with Superfresh.
“Tim conducted my initial interview, and our paths crossed at a very pivotal moment in my life. I quickly learned that we both came from small towns on the west side of Washington State, he from Conway and I from Chimacum. That immediate, shared connection helped build a foundation of trust that would shape my career,” Jay explains. “Tim was a no-nonsense leader who held the team to high standards. He had a strong work ethic that resonated with me. He coached me to make decisions and stick with them. If they were wrong, he taught me to learn from my mistakes and keep moving forward.”
This simple but powerful philosophy became a cornerstone of Jay’s career, reminding him that progress is more important than perfection and that resilience is key in a fast-paced industry.
Soon after beginning with Superfresh, Jay quickly became acquainted with the company’s Chief Executive Officer, Robert Kershaw.
"The Kershaw family and the culture they built at this company have a way of rewarding hard work and a willingness to learn, and I am a living testament to that."
Jay Short, Vice President of Sales, Superfresh Growers®
“My path with Robert crossed almost immediately; he was the Owner of the company and a fixture in the office. He took an interest in me from the beginning, challenging me even when I was brand-new to the team. He recognized some natural talent, but also a lot of self-doubt, and he consistently pushed me to believe in myself,” Jay elaborates. “The most pivotal lesson I learned from Robert was the importance of doing what you say you are going to do. He taught me that your word is your bond in this industry and in life. This was not just a lesson in business; it was a lesson in character.”
From Robert, Jay learned a lesson central to the fresh produce industry: Integrity is the currency of trust, and consistency and reliability are the keys to building a lasting career and reputation.
As Jay continued to grow with the company, his network expanded far beyond what he may have thought possible. He soon met his next mentor, Rob Conrad, a leader at Kershaw Fruit since 1990.
“Through our interactions, he has consistently demonstrated the power of a positive mindset. Rob is a genuinely optimistic and upbeat person, and that energy is contagious,” Jay reveals. “He helped me understand the challenges of the produce industry from a whole new perspective: the grower’s side. He taught me that while we face daily market pressures and logistical hurdles, it is crucial to maintain a positive outlook and appreciate the challenging work that goes into bringing the crop from the field to the table. Rob’s constant upbeat energy has been a powerful reminder that with the right attitude, we can overcome any obstacle.”
Now, 19 years later, Jay is a key figure to look toward for newly joined industry members. For anyone just getting a start in this industry, his advice is to become the person who can figure it out.
“This business is fast-paced and constantly changing, and you will be handed tasks you have no idea how to complete. There is nothing more valuable than someone who can meet that challenge with resourcefulness and determination,” he concludes. “This means you need to work hard and not be afraid of a challenge. It means being humble enough to ask questions and seek out the wisdom of others, and it means finding a way to get it done. In an industry built on relationships and integrity, being known as someone who is resourceful, dependable, and able to find a solution is the greatest asset you can have.”
In speaking with Jay’s mentors, it is clear to me that he has always possessed these qualities, even as an interviewee first dipping his toes in the produce waters. It is these qualities that will make him an excellent mentor as he traverses the rest of his career path. We are honored to be witnesses to it all.
“I have had the pleasure of knowing Jay for over 20 years. He was the very best of teammates and also a friend. I truly respect and love him. Jay comes from a blue-collar background, working on his family’s dairy farm, and excelled in sports. He has become one of the most respected leaders in the produce industry because he brings the values of hard work, grit, and humility. Jay understands the rhythm of the importance of early mornings, the unpredictable seasons of the produce industry, and the relentless pace it takes to excel and lead a sales team. He leads with empathy for growers, packers, and shippers that make this industry run.
Jay’s background as a high-performing athlete shows up in his drive and discipline. Jay knows how to compete, but more importantly, he knows how to build a winning team. He’s the kind of mentor who sees potential in people and helps them rise. At Superfresh Growers, Jay has helped shape a culture where performance is not just measured in sales but in relationships, reputation, and long-term trust. He is a connector, a coach, and a champion for doing things the right way.”
“Jay is everything I value in people. He was raised in a modest environment and was one of the first in his family to go to college. When he made his way to the produce industry, he started at the bottom and worked his way up using his intelligence, hard work, and competitive spirit. He continues to develop his skills, and he gets better every day. Jay leads by example, which has also made him a good father and husband. Perhaps a better way to say it is that he is a good human. He is always reading, educating himself, and trying to improve himself.
Jay is a leader and a mentor to many, impacting others by caring deeply about them. He sets a standard for all in his orbit on how a good human approaches life. Jay lifts others simply with his presence. I am very proud of Jay, the man he has become, and the inspiration and example he sets for so many people. At the end of my career and probably the end of my life, I will look back at many things I am proud of. My most memorable will be all the people I have worked with, and Jay Short will be at the very top of the list. Jay is my hero.”
“Jay is a true professional. He knows our industry is filled with challenges and opportunities, and he recognizes that he can only control his attitude and work ethic. His positive attitude is contagious, and he leads by example, never expecting his teammates to do something he is not willing to do himself. With Jay’s athletic background, he is extremely competitive in everything he does. He is process-driven in his work ethic. He recognizes the daily fundamentals required to win every single day, always leading from the trenches.
I will retire at the end of this year after completing 36 harvests. I want to retire knowing the company is in a good position going forward—Jay and our other young leaders have given me this comfort. In an industry that is constantly changing, I know with certainty that we will continue to be industry leaders because of teammates like Jay. I will miss Jay’s incredible sense of humor and his positive energy. He may not realize it, but his energy has even lifted me up, just like he does every day with his teammates. He makes everyone around him better.
