The Produce Industry Has a Story to Tell — Sustainability Is the Platform
Growers, shippers, processors — you all have a good story to tell. But where do you begin? What do you include? How do you tell it authentically, credibly, and in a way that resonates?
For years, the produce industry has been accused of not telling its story. At nearly every conference, every panel discussion, it’s the same message: “We’re not doing a good job of telling our story.” And let’s be honest — that’s been true.
Historically, we’ve been heads down, focused on the work: planting, growing, harvesting, shipping, processing. We did it all with pride, but quietly. People back in the day didn’t care about how their food got to the table just that it got there.
But today, the world does care.
People want to know where their food comes from. They want to understand how it was grown, who grew it, and what values are behind the label. Now is the time to tell the stories we never told — because today, consumers are not only asking, but they’re also actively looking and listening.
Why Sustainability Is the Perfect Platform
If you’re wondering where to begin, start with sustainability.
Sustainability isn't just a marketing trend or a box to check for retailers.
Yes, it can help meet those expectations, but it’s so much more. Sustainability builds a strong business case, grounded in data that not only backs up marketing claims but also informs better business decisions. That same data can demonstrate your commitment to caring for the environment, your people, and the community where you live and work.
For me, sustainability and storytelling happened authentically, and coincidentally, at the same time. I had just started working for the family business, trying to find my place. I had only watched it from afar, through a cursory glance. Then sustainability landed in my lap. Because it touches every part of the operation, it gave me an opportunity to truly learn about the family business, and with that came a deep sense of pride. Suddenly, I saw how our practices differentiated us from the competition. We had a story retailers wanted to hear, and our peers started to emulate. That’s when I realized: we had something unique, we just needed to share it.
This is the power of sustainability. It gives you a way to uncover the values, innovation, and commitment you’ve been living all along.
Your Story Is Your Thumbprint
We’re all trying to do the same thing — feed the world, do right by our people, protect our planet, and stay in business. But each of us does it in a slightly different way. And that difference is what makes your story unique and worth telling.
Think of it as a greenprint — or a thumbprint. While this industry as a whole might be doing similar things, but the path we’ve taken, the approach we use, the values we carry — those are unique.
Your sustainability journey is your story. Whether you're investing in more efficient irrigation systems, building workforce housing, creating local jobs, or adopting groundbreaking technologies — those efforts tell the world who you are and what you stand for.
People. Planet. Profit.
Sustainability sits at the intersection of people, planet, and profit — the triple bottom line. And when you tell your story through this lens, you naturally hit on the things that matter most to stakeholders:
People: Fair Labor Practices, Worker Health & Safety, Education & Training, Community Impact
Planet: Resource Use Efficiency, Greenhouse Gas Emissions, Healthy Soil Initiatives, Sustainable Packaging
Profit: Succession Planning, Vertical Integration, Investing in New Technology, Profitable Business Models
But here’s the key: You need to be able to back up your story. Credibility matters. That means collecting data, setting goals, measuring progress, and defend the integrity of your story if challenged. Without data, a story is just a promise. With it, it becomes proof.
Don’t Wait — Tell It Now
If you don’t tell your story, someone else might — and they may get it wrong. That’s a risk to your brand, your business, and your reputation.
This is about more than standing out on a shelf. This is about building trust. Consumers want to feel connected to their food. Retailers want to partner with values-aligned suppliers. Employees want to feel proud of where they work. Communities want to support businesses that give back.
Sustainability is the stage. Your story is the spotlight.
Now is the time to share your story. The things you never thought were “part of the story” — the water-saving, the multi-generational workforce, the innovation, the community partnerships — those are exactly what people want to hear about.
We’ve been accused of not telling our story. Let’s change that.
Sustainability presents the perfect platform. It connects consumers to their food, it differentiates your brand, it instills pride in your team, and it proves your value to your partners.
Your story is your identity. Use it. Share it. Own it. Tell it. Now is the time.