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DAVID COHEN, 34 President, Chief Executive Ruby Robinson Company, LLC HQ: Buffalo Grove, IL
Hometown: Buffalo Grove, IL
Hobbies: Cycling, music, travel, hockey, dining experiences Family/Personal/Community: Married, expecting first child
Motto in life: Live each day to the fullest. Work history: Cohen has been in the produce business for more than 10 years, working his way up the ranks. At an early age, he honed his sales skills while selling mobile phones and then interned at Ruby Robinson throughout college. Upon grad- uation, he joined Ruby Robinson’s procure- ment team and specialized in potatoes and onions. As he continued to grow within the company, the opportunity arose to become a senior procurement specialist. In that role, he continued to drive sales and help the team grow. In early 2018, he became the president and chief executive of Ruby Robinson. As the new leader, he is dedi- cated to maintaining the level of service the company has always provided, while tran- sitioning the company to the next chapter. He is known for building and maintaining decade-long relationships by engaging in fair, honest and ethical business practices.
Q: How did you begin working in the produce industry?
I spent a lot of my early adult years with George Melshenker, a close family friend. It was during this time that my curiosity about the produce industry sprouted, hearing George discuss the ins and outs of his business. During the summers after each year at the University of Michigan, I interned and began my learning journey of the vast world of produce. I officially joined the Ruby Robinson team upon graduation in 2007 and have not looked back. I was immediately drawn to the fast-paced envi- ronment and quickly learned that each day
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would present new and unique challenges. The friendships I have made with customers and growers have created an immeasurable impact on my life.
Q: What accomplishment are you most proud of in your career? Becoming an owner of Ruby Robinson in February 2018 was something I worked for since starting in the industry. Ruby Robinson is a company with such rich history and tradition within the industry, dating back to 1966. Having the opportu- nity to carry on the torch and continue to grow the business that Melshenker built is a true honor. I look forward to leading Ruby Robinson as we continue to see the industry evolve.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
Combating the many challenges and seeing it all come together by delivering to customers was the moment that did it for me. Whether it be elevated markets, inclement weather or distressed product, there is no challenge I will not face head on. It was that innate problem-solving skill that made me realize this is the industry for me.
Q: What do you see as the most critical “hot button” issue facing the industry in the next decade?
For us, transportation and logistics presents many different challenges, such as labor and driver shortages, which I believe will be a “hot button” topic over the next decade. We’ve taken the initiative to build a dedi- cated logistics team in-house this year. It has allowed us to grow our sales and our ability to achieve on-time delivery. We know this piece of the puzzle is critical to our partners, and we’re excited to have the opportunity to offer this service.
Q: What are some of the more chal- lenging aspects of a career in the produce industry today?
There seems to be a trend of customers wanting to procure product directly from growers. We serve as the missing link between our customers, growers and ship- pers. We go above and beyond in our part- nerships, and we have a personal stake in our customers’ success.
KRYSTEN DEGIGLIO, 31 Regional Sales Manager Village Farms
HQ: Heathrow, FL
Hometown: Holmdel, NJ
Hobbies: Dining, cooking, traveling, playing tennis and ping pong
Motto in life: Cherish your yesterdays, dream your tomorrows and live your todays. Work history: DeGiglio grew up in the tomato business; her father, Michael, is the founder of Village Farms. After graduating with an M.B.A. at Fairfield University in Connecticut, she worked in accounting for Ernst and Young in New York for five years. After a year long stint with the pharma- ceutical company Daiichi Sankyo, she was offered a sales opportunity at Village Farms when a senior regional sales manager was retiring from the Northeast. She enthusi- astically accepted the position. Led by her passion and drive, she has risen through the company ranks in her four years with Village Farms. She is currently the North- east regional sales manager, working from Jersey City, NJ. She handles several of the top retail accounts in the company as well as wholesalers, terminal markets and the quickly expanding home delivery accounts. Her passion for representing high quality greenhouse tomato products and relentless drive to learn and succeed in the produce business already has led her to achieve a highly respected reputation in the industry.
Q: How did you begin working in the produce industry?
I was invited to attend the PMA Fresh Summit in 2013. Although I visited green- houses when I was younger and heard about the pros and cons of the produce busi- ness while growing up, I was never exposed to the industry. My appetite for produce, especially tomatoes (pun intended), started with the amazing experience I had at that first trade show. I have been intrigued with the produce industry ever since. In 2015, a
position opened at Village Farms, and I knew the career change would be challenging, yet rewarding. My decision to join the company was fueled by the authentic people I connected with, the focus on sustainability, and the unique, exclusive specialty tomato varieties.
Q: What advice would you give someone new to the produce industry? Recognize the importance of relationships and network. Stay up-to-date on produce trends and news. Be transparent and keep your integrity, as you are only as good as your word. You must be proactive and reactive.
Q: What do you think the industry can do to promote more produce consumption?
Younger generations are seeking healthier lifestyles and are more informed about the positive impact produce has on the body and mind. Generation Z is heavily influenced by social media and celebrities. Popular artists already have made an impact on the industry and in turn, have boosted produce sales and consumption. For example, Beyoncé singing about watermelon and Justin Timberlake dancing in the produce aisle of a music video. Various vegetables, such as celery, have been highlighted by influencers and gone viral on the internet. Chefs and mealkit companies continue to create unique ways to use produce in recipes, like cauliflower rice. Restaurants are offering more of a produce-forward menu than ever before. Marketers are providing insightful messaging about product attri- butes on packaging. Retailers are promoting produce consumption by explaining the grower/farmer story using POS. Produce publications should be geared to consumers, not just industry professionals. The industry has already come a long way and must keep up the momentum.
Q: What would you like consumers to know about the industry?
I would like consumers to understand the benefits of greenhouse growing. The motto at Village Farms is “We are good for the earth.” From inception, we have made choices to farm responsibly. As a large producer of food for human consumption, at a time when the world population is growing exponentially, we have an obli- gation to preserve our planet as much as possible.