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TYLER DEUTSCH, 32 Senior Vice President, Business Development Produce Alliance
HQ: Chicago
Hometown: Ventura, CA
Hobbies: Movies, hiking, family, snow skiing, tennis Family/Personal/Community: Volunteer with Ann Lurie Children’s Memorial Hospital Motto In life: Be passionate, be relentless, be kind, be successful, be humble.
Work history: Deutsch began his career from the ground floor at Produce Alliance, while still in college as an intern at a Los Angeles distribution center and later, after college, progressing to Nashville, where he became a customer support specialist. He eventually made his way to the Chicago office, where he was promoted to business development manager, focusing on the aspects of customer management, devel- oping new and strengthening existing rela- tionships and being a driving force in the creation of new opportunities for Produce Alliance, its distributors and customers. Over the years, he took on more responsibilities, being named senior director of business development, vice president of business development, and most recently, senior vice president of business development. In his current position, he helps direct the overall business development and growth of the company’s customer base. He has played a direct role building and guiding a growing team. He is known for going out of his way to ensure he is up-to-date on culinary and foodservice trends, as well as innovative thinking.
Q: How did you begin working in the industry?
I began working in the produce industry when my uncle, George Melshenker, told me what he was doing and how his new company, Produce Alliance, was in need of growth and young blood. My uncle had
been in the business for 35 years, and I was always intrigued by what little I could see from the outside, and the satisfaction and success he enjoyed. I began my journey by interning while still attending the University of Southern California.
Q: What aspect of the business chal- lenged you the most early on? Understanding the business in general. Produce is a whole different world, and it simply isn’t enough to know the basics; you really have to understand the concepts behind why things are done the way they are, to be an expert, in order to do it right.
Q: What accomplishment are you most proud of in your career?
I am most proud of the relationships I have formed over the years, the friendships I have made with our grower community, our Produce Alliance distributors and our amazing national clients.
Q: What advice would you give someone new to the produce industry? Be hungry and be willing to give it your all. If you do that, you can reach any goal. Be diligent in your learning and never forget that the person who you help today will remember that tomorrow.
Q: What do you think the industry can do to promote more produce consumption?
Like so many things, I think more education is key. Understanding how easy it can be and how beneficial it is, to increase produce consumption, will go miles in getting consumers to add more produce to their plates.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
When I successfully negotiated and inked a multiyear contract with a very large national restaurant chain, I knew this was the right business for me. I could do this job.
Q: What are some of the more chal- lenging aspects of a career in the produce industry today?
Everything about this industry is chal- lenging — it is based on the premise of perishability and unpredictability. From weather to dietary trends, there is much about it that you simply cannot foresee.
ANDY FERGUSON, 33 Co-Owner Ferguson’s Orchards HQ: Eau Claire, WI
Hometown: Holmen, WI
Hobbies: Fishing, hunting, traveling, spending time with family Personal/Community: Married, two daughters
Motto in life: One key to success is to have lunch at the time of day most people have breakfast.
Work history: After graduating from the University of Wisconsin Law School, Ferguson joined his family’s small apple orchard as director of business development. Since 2012, he has guided the company’s 20-times growth by maximizing efficiency of existing orchards, acquiring new orchards and diversifying into direct farm market and agritourism outlets. Ferguson’s Orchards now is one of the largest commercial apple producers in the Midwest, with orchards across four counties in Wisconsin and Minnesota, along with three retail/ agritourism locations offering apple and pumpkin picking, corn mazes, wagon rides and more. Ferguson, a US Apple Association “Young Apple Leader,” has been a past pres- ident of the Wisconsin Apple Growers Asso- ciation and serves on multiple advisory and ag committees, including Wisconsin Farm Technology Days.
Q: How did you begin working in the produce industry?
While a law student, I would drive home each week to spend Thursday to Sunday on the farm. Balancing the two roles, I learned how to prioritize and multitask. Although I knew the hours would be demanding and the financial security as dependent on the weather as anything, I have not regretted watching our business grow as fast as my family – I am proud to live on the orchard with my wife and two young daughters. It is truly a blessing.
Q: What accomplishment are you most proud of in your career?
Being able to make things “grow” – whether it’s growing a young nursery whip into a large apple tree or helping my business sustain my family and the families of our 150 peak-season employees.
Q: What advice would you give someone new to the produce industry? The produce industry can be a fulfilling career path but risky. Make sure you have “eternal farmer optimism,” as it will be tested. Through hard work, risk mitigation and solid planning, most challenges can be overcome and leave you better than before.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
During my first fall harvest, I was guiding field trips in the apple orchard. After quiz- zing a group of kindergarteners about the different colors of apples, one student said, “This is fun, I want to be a farmer like you!” That experience solidified it for me, showing I could affect people by providing a link between agriculture and the public.
Q: What do you think is the biggest misconception about the produce industry by the public at large?
Some people have a negative connotation of larger operations, using buzzwords such as “Corporate Farm” or “Agribusiness” to distinguish those from family farms. I wish they knew that most large farms are still family-owned, that they needed to grow to that size to stay in business, and that they probably employ many people in your community — and, they feed you!
Q: Do you see the produce industry as a united front, or is it more about the particular items or silos?
Maybe if you think about the “family” of produce, there can be some competition and squabbling among siblings, but those siblings will band together and stick up for one another when someone from outside the “family” (i.e., junk food) comes along.
Q: What has shocked or surprised you about the produce industry?
For every natural disaster, labor shortage, trade war or regulatory maze that threatens a produce operation, there is someone working in the field with a smile on their face, blessed to be working with the land.
PRODUCE BUSINESS / JUNE 2019 / 25