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.
Tara Murray is vice president of marketing for Fresh Innovations/Yo Quiero Brands.
Can you talk about how you arrived at where you are in your career today?
Murray: I began my journey in the retail industry many years ago, starting as a cashier at a Tom Thumb store in Austin, Texas. I quickly developed a passion for the retail environment and spent over a decade there, progressing from a cashier to roles such as office manager, front-end manager and, eventually, overseeing training for new store managers across the district.
My favorite aspect of working in the grocery store was the produce department, especially during the time when we had to memorize product codes before they were stickered. Despite the evolving landscape, my love for the industry remained steadfast.
However, life took me through various changes, including marriage, relocation and returning to the job market. In 2007, I stumbled upon an opportunity to join a company launching a new guacamole product. Fortunately, I secured the position and have been deeply involved in the industry ever since.
This initial venture into processed guacamole marked the beginning of a significant journey. What was once a pioneering effort by our company has now burgeoned into a $650 million category, with numerous competitors vying for market share.
Following the success of our first venture, I was invited to join the team of a new company established by the same group in 2017/2018. They entrusted me with a marketing role similar to my previous position. Since then, we've experienced remarkable growth, diversifying our product range beyond avocados and guacamole to include a variety of dips.
Our current trajectory is one of rapid expansion, fueled by innovative products and a dedicated team. It's been an incredibly rewarding experience, and we're all excited about what the future holds.
Are there any accomplishments or achievements during that journey that you would like to discuss or highlight?
My proudest achievement is simply being part of this incredible team. It's truly a collective effort. Speaking of product accomplishments, we recently introduced our new avocado and egg item. It features house avocado paired with boiled eggs and spices. It's been an exciting journey refining this product over the past year to ensure it's the absolute best.
The response from consumers and dietitians has been overwhelmingly positive. Despite its uniqueness, we're still figuring out the best placement in stores, whether it's alongside produce or with the eggs. But as consumers, retailers and dietitians continue to praise it, we're thrilled about its potential for growth.
Who has inspired you in your career?
At the inception of my career, I had the privilege of joining a company founded by a visionary named Don Bowden. Don embodied the essence of entrepreneurship, particularly in his pursuit of guacamole and avocado products for his Mexican restaurants across the Dallas-Fort Worth area.
He pioneered the mass production of guacamole, driven by an unwavering belief that anything was achievable with determination and innovation. Don's approach was marked by a fearless attitude of "let's try it and see," which ultimately led to the successful introduction of his products to major retailers nationwide, such as Albertsons and Kroger.
His emphasis on building strong relationships with retailers and consumers was paramount in shaping the acceptance of guacamole beyond restaurant settings, sparking the growth of an entire category. Don's legacy continues to inspire not only me but also our current team at Yo Quiero/Fresh Innovations, the company he helped establish. Though he has since passed away about a two years ago, his spirit remains embedded in our ethos and approach to growth.
We cherish his principles of prioritizing integrity, agility and attentive listening to the needs of retailers, produce managers and, most importantly, consumers. Our focus lies not in amassing numerous brands but in fostering meaningful partnerships with retailers and catering to the evolving preferences of consumers.
Our commitment to grassroots growth, driven by open communication, teamwork and a willingness to innovate, echoes Don's bold spirit, which continues to guide us at Fresh Innovations and Yo Quiero.
As you reflect on your career journey, what are some of the significant lessons you've learned, whether gleaned from Don's inspiring example or from your own experiences along the way?
In essence, it boils down to effective communication, nurturing relationships and embracing the possibility of failure. There have been instances where we rushed to market prematurely, necessitating a pause and pivot. Yet, we tackled these challenges adeptly, guided by Don's philosophy of perpetual advancement.
He instilled in us a mindset of continual inquiry: What's our next move? How can we surpass expectations and meet the evolving needs of consumers and retailers? This spirit of curiosity and innovation remains ingrained in our approach. We constantly push boundaries, exploring untapped opportunities and envisioning what's possible beyond the current landscape.
Honoring Don's legacy, his ethos continues to shape our daily endeavors. His influence is palpable, with his portraits adorning our office walls, serving as a constant reminder to uphold his standard of excellence. As we navigate each day, we often find ourselves asking, "What would Don do?" This mantra serves as our guiding light, propelling us forward with purpose and determination.
What guidance would you offer to fellow leaders and women navigating the fresh produce industry?
I believe it's crucial to embrace fearlessness, even if it sounds cliché. It's about acknowledging that it's OK not to have all the answers immediately, but having the confidence that you'll figure it out or find support from those who can help.
In today's society, there's often a fear of failure, fearing it may diminish credibility or respect. However, I've learned that persevering through challenges and leaning on others for support only strengthens us individually and collectively.
It's also important to recognize that you don't always have to be the smartest person in the room. Being open to listening and uplifting others not only fosters a positive environment, but also enhances the entire organization. This principle guides me and my team at Fresh Innovations and Yo Quiero.
Our success stems from our commitment to listening, empowering others and embracing the possibility of failure. After all, who would have thought of bringing avocado and egg to the market? Initially, we hesitated, but now we're witnessing its success and eagerly anticipate its continued growth.
What's one personal or professional goal you're aiming to accomplish in the coming year?
To me, the ultimate goal is the widespread adoption of our avocado and egg product. I envision it becoming a staple, much like cream cheese, especially for health-conscious individuals seeking a better breakfast option. It's not just about increasing sales, although that's a welcomed outcome. What truly matters is offering a product that people genuinely feel good about consuming — something they actively seek out and enthusiastically recommend to others.
As a member of the marketing council for the [International Fresh Produce Association] and the industry at large, I'm passionate about promoting fruit and vegetable consumption. Our avocado and egg product, with avocado as the primary ingredient and the added nutritional benefits of egg protein, perfectly aligns with this mission. I see its proliferation among consumers as a catalyst for healthier lifestyles overall.
The feedback from dietitians at the show was overwhelmingly positive, further validating the product's potential. Seeing it showcased on toasted sourdough bread with delicate microgreens was a testament to its versatility and appeal.
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.
- Christine Moseley, founder and CEO, Full Harvest.
- 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)
