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.
If you ever wonder which state grows the best apples in the U.S., New York Apple Association President and CEO Cynthia Haskins is quick to point out that, of course, New York does.
While that might be par for the course at the helm of the New York Apple Association, Haskins' passion for the Empire State's growers and bountiful produce is infectious. Haskins and the team at the association emphasize the state's "Big Flavor" through marketing campaigns designed to put the spotlight on New York's apples.
Haskins' career in produce started when she was a child, growing up on a small fruit and vegetable farm in central Illinois, where her family operated a direct-to-consumer retail operation. She started her official career in the produce industry as a merchandiser and worked her way up to district manager for Dole.
Haskins worked for Sunkist in Phoenix and became the general manager for the produce division for Continental Food Service in Phoenix. She also worked at Oppy, the Washington Apple Commission, Northern Plains Potato Growers Association, the Missouri Department of Agriculture and Illinois Farm Bureau.
Haskins joined the New York Apple Association in 2017, and she and the association's team have garnered many awards and recognitions for marketing efforts.
The New York Apple Association won three Telly Awards in 2019, 2020 and 2022, which recognize excellence in video and television production. The New York Agricultural Society also named the association its 2018 Business of the Year and presented it with its 2024 Cap Creal Award in the Digital and Social Media Champion category.
The Greater Rochester American Advertising Federation also recognized the association for its "Big Flavor" campaign, which features a video series with Bob for Apples from New York — a puppet news anchor for a virtual station — and field reporter, Fiona.
Haskins spoke with The Packer about her career in agriculture communications, her advice for women entering the industry and what makes New York apples so special.
The Packer: What drives you?
Haskins: Something deep inside of me that has a willingness and eagerness to do the very best that I can.
What's the best piece of career advice you've been given?
Listen to what others have to say, but at the end of the day, it is what your inner voice has to say.
Data and gut instinct know the way, but it is wisdom that shows you the way.
Why is it important to celebrate women in the produce industry?
For decades — and I can say that, decades — women in our industry, just like in many industries, were not given the opportunities to lead significant roles. I was fortunate to be given the chance to have upward mobility. There were very few of us women doing it, and we all have our own stories, but the biggest story is that we hung in there and are now witnessing more and more women come into their own. Good for them. I cheer them on.
What advice do you have for young women entering a career in the produce industry?
My advice to other emerging women is to do the work and do it with integrity, gusto and heart. Be the one to invite another woman to have a seat at the table. And if there's no room at the table, go build one.
What is your favorite pastime?
I'll let you know when I have some. I'm going on vacation for the first time in seven years. It will include sandy beaches, family and time to enjoy some downtime.
Share some of what you and the team have done to increase the exposure of New York apples.
The No. 1 thing we have done is bring awareness to the consumer and the trade. We really got in front of everyone — all the way from creating new materials, rebranding our retail packaging to developing a website that is packed with recipes and usage ideas, flavor profiles of apple varieties, to elevating the interactive map that links consumers to where they can go apple picking to enjoying a cider destination.
What makes New York apples so special?
The "Big Flavor" — which happens to be one of my favorite campaigns.
Why is it important to promote fresh produce?
Health and nutrition. It really deserves a larger department in the grocery store.
What do you hope most for in the industry?
To continue to be a trailblazer along with many other women now, so we can all come together to support and cheer each other on.
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.
- Sandi Kronick, CEO and co-founder, Happy Dirt.
- Christine Moseley, founder and CEO, Full Harvest.
- 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)
