We learn from no place safe.
I keep this line written on a Post-it® note above my daughter’s magnetic alphabet on the refrigerator. I thrive in control; I feel deeply vulnerable when I’m not. I translate this phrase to mean that our biggest learnings come from our experiences of risk, even hazard. Sure, I’ve become more flexible over the years through practice—both cheap and hard lessons. Nothing has made me understand this phrase more than standing guard over my children. But the feeling is familiar—without a doubt because I have lived as a witness of the produce industry for 14 years.
The produce industry is forged in the fire of life; learning from no place safe is the default setting. For many in the industry, this is not just a side effect of their careers but a way of living. There is growth in the chaos and the struggle. Whether that be the trials and tribulations that build trust between the supplier and the retailer, the freeze that once wiped out a crop, the loss of a leader or friend, the unshakeable tempo of the market, or the consumer that whips up demands like a new ice cream flavor.
Remove the uncertainty, risk, and fork in the road, and, yes, our professionals will get a good night’s sleep. But you will also remove something in the spirit of fresh produce people.
Tough, uncomfortable spots and messy moments teach us resilience, character, bravery, and curiosity. I have learned this from our fresh produce leaders, storytellers, up-and-comers, and mentors. 2025 poses new struggles, both domestic and international. Our need to strengthen the connective tissue of trust and communication is more important than ever.
At the end of the day, we ride back atop the wave because we band together, reach across the divide to strengthen relationships and build trust. We leave no stone unturned in our desire to find a solution to not just sustain the industry but drive it toward legacy.
What is holding us back from stepping into that fire?
From the seat where I sit, nothing.
