How do you define success? The answer and ingredients are as unique as the women profiled on the pages within The Packer's 15th annual Women in Produce issue, honoring eight industry leaders playing pivotal roles in the success of their own organizations as well as supporting the future of agriculture, embracing crazy big ideas, having a positive impact and lifting up farmers and the fresh produce industry as a whole.
This year's honorees are moving the industry forward and inspiring future generations to do the same.
Christine Moseley has been an entrepreneur since the age of 17, when she launched Musical Empowerment, a music education nonprofit that is still growing nationally today.
A passion for problem-solving and making a meaningful difference has continued to fuel her entrepreneurial spirit and current role as founder and CEO of Full Harvest, where she tackles the food waste problem at the farm level through technology.
The Packer recently connected with Moseley to learn more about what inspires her and her work with Full Harvest, a business-to-business platform for all grades of produce, with an expertise in surplus and imperfect produce that connects large farms directly to food and beverage companies.
On your LinkedIn profile, you're a self-described “serial entrepreneur.” That takes tremendous courage. What has driven you to repeatedly step up to the entrepreneurial plate?
Moseley: I have to attribute my early entrepreneurial spirit to being fortunate enough to have entrepreneurial parents who also cared about making an impact on the world. My mother started her company in her early 30s with young kids and has built a successful business over the last 30-plus years. With a mother CEO, this was an incredible role model that gave me the courage to take risks. In addition, my father, in his spare time, was the president of the Florida Boys & Girls Club and Kiwanis, which developed a drive for purpose and impact in me.
My passion for solving significant problems and making a positive impact has driven me to embrace entrepreneurship repeatedly. I've always been motivated by the idea of leveraging my skills to develop innovative solutions that tackle real-world problems.
Building a disruptive company is very hard, but the opportunity to make a meaningful difference, particularly in the food supply chain that impacts every human, makes it all worth it. I wouldn't want to be doing anything else. Each venture has been a chance to learn, grow and contribute to something bigger than myself, and that sense of purpose is incredibly fulfilling.
What inspired you to launch Full Harvest, and what does success look like to you?
Full Harvest was born out of my passion for the environment, affordable healthy food and creating efficiencies in the food supply chain. While scaling one of the first cold-pressed juice companies, Organic Avenue, I was frustrated by the inefficiencies and waste I saw firsthand. During a farm visit, I was shocked to see beautiful, edible romaine leaves being discarded simply because they didn't fit the perfect aesthetic standard. I knew there had to be a better way.
I made it my mission to try and solve the $2.6 trillion global food waste problem, with the largest portion of waste at the farm level, so I started Full Harvest. We are the leading business-to-business produce marketplace that connects commercial produce buyers directly to farms to purchase all grades of produce with an expertise on surplus and imperfect produce.
Success to me means creating a sustainable and efficient produce supply chain where all edible produce is utilized, farmers thrive, and we make a substantial positive impact on our environment. Our vision is a world with 100% full harvests and 0% food waste.
What is it about work in agriculture that speaks to you?
Agriculture is necessary for humans to thrive, and working in this sector is incredibly rewarding because it allows me to make a tangible difference in the world. I am particularly drawn to the potential for innovation within agriculture — addressing inefficiencies, reducing waste and creating sustainable practices that benefit both farmers and consumers.
The work we do at Full Harvest directly contributes to a more sustainable and efficient food system, which is essential for our planet and future generations. I love being part of a movement that strives to maximize resources and ensure all edible produce reaches its full potential.
What is your favorite food or dish to eat and prepare and why?
One of my favorite dishes to prepare is a salmon and roasted vegetable medley. I enjoy using off-grade or “ugly” vegetables like slightly misshapen sweetpotatoes, carrots and zucchini. These vegetables, though they might not look perfect, are just as delicious and packed with nutrients. It's a nutritious, flavorful meal that aligns with my values of sustainability and efficiency.
More of The Packer's 2024 Women in Produce honorees:
- Frances Dillard, vice president of brand and product marketing, Driscoll's.
- April Flowers, marketing director, Lone Star Citrus Growers.
- Cynthia Haskins, president and CEO, New York Apple Association.
- Sandi Kronick, CEO and co-founder, Happy Dirt.
- Tara Murray, vice president of marketing, Fresh Innovations/Yo Quiero Brands.
- Julie Olivarria, vice president, produce, Sysco.
- Jen Velasquez, vice president marketing, Full Tilt Marketing.
Top row, from left: Frances Dillard, April Flowers, Cynthia Haskins and Sandi Kronick; bottom row, from left: Christine Moseley, Tara Murray, Julie Olivarria and Jen Velasquez. (Design: Tasha Fabela-Jonas)