The Fresh CrEd

“You Don’t Wanna Go Backwards” | Tommy Wilkins on Health, Purpose & the Clean Eating Challenge

Recorded live at Viva Fresh Expo 2026, this episode of The Fresh CrEd features Tommy Wilkins of Horton Fruit. Tommy reflects on the growth of Viva Fresh, the impact of the Clean Eating Challenge, and how a personal health scare changed the way he approaches life, health, and purpose. This conversation dives into: * the original vision behind Viva Fresh * produce as “food as medicine” * the Clean Eating Challenge and accountability * mindset shifts around health and longevity * balancing industry life, travel, stress, and wellness * family, purpose, and building sustainable habits Tommy also shares how improving his health changed the way he feels physically, mentally, and emotionally — and why reaching a point where “you don’t wanna go backwards” matters.

From Warehousing to Produce Procurement | Emily Shaw of H-E-B on Leadership, Supply Chains & Volatility

Recorded live at Viva Fresh Expo 2026, this episode of The Fresh CrEd features Emily Shaw, Senior Director of Produce Procurement at H-E-B. Emily shares her path from warehouse operations and supply chain leadership into the world of fresh produce procurement, offering a grounded look at what it takes to navigate one of the most volatile periods the produce industry has seen in years. We discuss: * the transition from warehousing into produce procurement * leadership and team development * process-building in a fast-moving environment * contingency planning and supply security * how H-E-B approaches cross-functional collaboration * navigating market volatility and shifting consumer behavior This episode also dives into the operational realities behind keeping fresh produce moving during freezes, supply disruptions, and changing market conditions.

The $8 Billion Opportunity Hiding in Produce | FutureBridge on Consumer Behavior & Demand

There’s between $4.5 and $8.6 billion in untapped demand sitting in produce right now—and most of it comes down to execution. Live from Viva Fresh 2026, we sit down with Richard Kottmeyer and Sabrina DeLay of FutureBridge to break down what’s actually driving consumer behavior—and where the industry is missing. This conversation dives into the Consumomics framework (PECA-V), a behavioral model that maps how consumers make decisions and how demand can be engineered more effectively. We cover: * Where latent demand in produce is being lost * Why traditional promotions fall short * The role of convenience, trust, and habit in driving purchases * How retailers and suppliers can rethink merchandising to unlock growth The full white paper referenced in this episode is available through FutureBridge and Viva Fresh.

Dante Galeazzi & Melinda Goodman on Viva Fresh 2026, Industry Growth, and the Power of Relationships

Recorded live at Viva Fresh Expo 2026 in San Antonio, this conversation features Dante Galeazzi (President & CEO of the Texas International Produce Association) and Melinda Goodman (President & Owner of Full Tilt Marketing). With nearly 3,000 attendees, Viva Fresh continues to grow as one of the most impactful events in the produce industry—driven by relationships, innovation, and a strong sense of community. In this episode, we discuss: * The continued growth and evolution of Viva Fresh Expo * Why relationships remain the foundation of the produce business * The role of sponsors, volunteers, and industry collaboration * How small, consistent changes drive long-term success This is a behind-the-scenes look at what makes Viva Fresh unique—and why its momentum continues to build year after year.

PJ Cawley on Freight, Tariffs & Summer Produce Planning Ahead of Viva Fresh

Freight costs are swinging, fuel prices are climbing, and produce operators are heading into the summer season with real uncertainty. In this episode of The Fresh CrEd, PJ Cawley of Charlie’s Produce shares what he’s seeing across procurement, transportation, and planning as the industry approaches Viva Fresh. From volatile freight rates and rising diesel costs to ongoing tariff questions, PJ breaks down how these pressures are impacting decision-making across the supply chain. The conversation also touches on how spring crop planning shifts into execution, and what operators should be watching as programs come online and costs begin to materialize. For anyone working in produce, distribution, foodservice, or supply chain, this episode offers a grounded look at the real signals shaping the market right now.