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About the Fresh Produce & Floral Council
Come and meet the people behind the FPFC
Providing unique networking and business growth opportunities for professionals in the produce and floral industries in California, since 1965.
Fresh Produce & Floral Council Staff
Bob Lanter
President
Bob Lanter is president of the Fresh Produce & Floral Council.
Bob has served as the Executive Director of the California Workforce Association, leading the way in workforce strategy and the implementation of the Workforce Innovation and Opportunities Act for the state of California. Bob has 30 years’ experience in the public sector and non-profit management, with experience in the field of workforce development and job training. He has held various positions in local workforce investment systems from case manager to the Executive Director of the Contra Costa County Workforce Board. He gained national/federal experience working for the U.S. Department of Labor’s Employment and Training Administration as a Federal Project Officer. Before taking over as Executive Director at CWA, Bob owned and managed a national consulting practice where he and his team facilitated organizational retreats, team building meetings, strategic planning and assessment projects for local, state, and national workforce development, government, and non-profit organizations. Bob brings with him experience in developing and delivering training curriculum and keynote addresses in multiple topics of workforce development that have helped inspire thousands of professionals. He graduated from California State University, East Bay with a bachelor’s degree in Business/Personnel Administration and Industrial Relations; is adjunct faculty for the California State University System, teaching workforce development and is a Certified Master Facilitator from the Institute of Cultural Affairs. He takes pride in fostering an inclusive and engaging organizational culture. His experience has allowed him to hone skills in collaborative leadership, strategic planning, and community engagement – all essential for the dynamic and transformative leadership role at FPFC.
Bob has served as the Executive Director of the California Workforce Association, leading the way in workforce strategy and the implementation of the Workforce Innovation and Opportunities Act for the state of California. Bob has 30 years’ experience in the public sector and non-profit management, with experience in the field of workforce development and job training. He has held various positions in local workforce investment systems from case manager to the Executive Director of the Contra Costa County Workforce Board. He gained national/federal experience working for the U.S. Department of Labor’s Employment and Training Administration as a Federal Project Officer. Before taking over as Executive Director at CWA, Bob owned and managed a national consulting practice where he and his team facilitated organizational retreats, team building meetings, strategic planning and assessment projects for local, state, and national workforce development, government, and non-profit organizations. Bob brings with him experience in developing and delivering training curriculum and keynote addresses in multiple topics of workforce development that have helped inspire thousands of professionals. He graduated from California State University, East Bay with a bachelor’s degree in Business/Personnel Administration and Industrial Relations; is adjunct faculty for the California State University System, teaching workforce development and is a Certified Master Facilitator from the Institute of Cultural Affairs. He takes pride in fostering an inclusive and engaging organizational culture. His experience has allowed him to hone skills in collaborative leadership, strategic planning, and community engagement – all essential for the dynamic and transformative leadership role at FPFC.
Matthew Hayes
Program and Events Director
Matthew Hayes is the Program and Events Director for the Fresh Produce and Floral Council.In his previous role as the former Program Director for the California Workforce Association, he led over $4 million in state grant funding that helped bolster California’s workforce and economic development system. Matthew has more than five years’ experience working in a statewide non-profit membership organization where he supported the Association’s training and technical assistance initiatives, building state/national partnerships, and providing occupational opportunities to California’s laid-off workers and vulnerable communities. Matthew was born and raised in Elk Grove, California. He is also a former collegiate athlete, playing basketball for the Loyola Marymount University Lions and California State University Dominguez Hills Toros, where he earned his undergraduate degree in Political Science and Master’s Degree in Public Administration.
In his free time, he likes to listen to music, play basketball and golf, and host gatherings with friends and family.
Matthew currently lives in Galt, California with his fiancé Mikayla and two Maltese poodles, Tofu and Peach.
Fresh Produce & Floral Council 2024 Executive Committee
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Kristen Reid
MIXTEC Group
Chair
Kristen Reid is a partner at MIXTEC Group, a leading executive search firm in the produce industry. Kristen started as a Senior Recruiter with the company in 2008 and, after two promotions, became a partner in the firm in 2012. Kristen has enjoyed interacting with a wide variety of people from all supply chain segments and in all different functions.
Prior to joining MIXTEC, Kristen began her career in executive recruiting at Netzel Associates, Inc., placing fundraising and development executives. She has also held positions as a full-time professor at Westmont College and Pepperdine University, where she taught a variety of communication courses, including public speaking and interviewing.
In addition to her job, Kristen is actively engaged in the industry. She chairs the Business Solutions Provider Roundtable for the International Fresh Produce Association and is the former Chair of the United Fresh Produce Association Leadership Alumni Board. She was recognized by Produce Business as a 40-under Forty recipient, is a graduate of the United Fresh Produce Leadership Program and was awarded the Frieda Rappaport Caplan Women’s Catalyst Award by the Produce Marketing Association (PMA).
Kristen has a Master’s in Communication Studies and a Bachelor’s in Industrial/Organizational Psychology from Pepperdine University. She also maintains professional certifications from the Association of Executive Search and Leadership Consultants and the National Association of Personnel Services.
Prior to joining MIXTEC, Kristen began her career in executive recruiting at Netzel Associates, Inc., placing fundraising and development executives. She has also held positions as a full-time professor at Westmont College and Pepperdine University, where she taught a variety of communication courses, including public speaking and interviewing.
In addition to her job, Kristen is actively engaged in the industry. She chairs the Business Solutions Provider Roundtable for the International Fresh Produce Association and is the former Chair of the United Fresh Produce Association Leadership Alumni Board. She was recognized by Produce Business as a 40-under Forty recipient, is a graduate of the United Fresh Produce Leadership Program and was awarded the Frieda Rappaport Caplan Women’s Catalyst Award by the Produce Marketing Association (PMA).
Kristen has a Master’s in Communication Studies and a Bachelor’s in Industrial/Organizational Psychology from Pepperdine University. She also maintains professional certifications from the Association of Executive Search and Leadership Consultants and the National Association of Personnel Services.
Bryan Presley
Albertsons
Chair Elect
Bryan Presley comes from a retail background and has been with the same retailer for his entire 40-year career. Presley was born and raised in Southern California and played football and basketball. Like many retailers, Presley was introduced to the business by his father, who spent more than a quarter century as a store director. Presley became a Produce Manager for 12 years and then moved into the produce warehouse as a Quality Control Clerk. In 2001, Bryan became a Floral Buyer and then moved on to the Produce Buyer position about a year later, in 2017, he became a Replenishment Manager.
In his current replenishment management position, Bryan manages the produce-buying operation for all 336 Southern California stores under the three banners: Albertsons, Vons, and Pavilions.
In his current replenishment management position, Bryan manages the produce-buying operation for all 336 Southern California stores under the three banners: Albertsons, Vons, and Pavilions.
Veronica Rodarte
Progressive Produce
Treasurer
Veronica Rodarte is the Chili, Citrus & Herb Commodity Manager at Progressive Produce. She has been with Progressive since 2012 serving in multiple roles throughout the organization. In business for 55 years, Progressive Produce is a Grower-Packer-Shipper of fresh produce that specializes in conventional and organic potatoes, onions, asparagus, citrus, peppers, and Hispanic items.
A proud third-generation produce person, Veronica got her start in the industry as a Dispatcher for Pathfinder Logistics (Division of Progressive Produce) where she worked her way up to General Manager. Her father began as a forklift driver at Progressive Produce and retired as an Owner/VP of Sales. Her grandmother started the family tradition, she worked for Progressive for 25 years in the warehouse sorting potatoes on the packing line.
Before joining the produce world Veronica worked at the YMCA, serving as Director of Youth Development. At the Y, Veronica created and organized programming for thousands of children, teens, and families. She was a National YMCA of the USA trainer covering the West Coast Region. She has been a Red Cross Trainer for over 15 years and continues to train locally and at Progressive Produce.
Veronica has been involved with the Fresh Produce and Floral Council’s Apprentice Program for 10 years, she serves as a Committee Chair and Mentor. She also Serves on the Fresh Produce and Floral Council Board of Directors and recently joined the Executive Team.
Veronica is very involved in her local community. She sits on her local YMCA Board of Directors and volunteers with a YMCA group called Youth & Government—putting in time as the group’s lead advisor. She volunteers on the YMCA Youth & Government Advisor Development team: training and onboarding new Advisors. Veronica sits on the Board of Directors for the Girl Scout’s of the Central Coast. She serves as the Girl Scout Gold Award Committee Chair. Veronica has a passion for produce and is always excited to learn more about and grow in the industry.
Paige Venable
Vallarta Supermarkets
Secretary
Paige Venable got her start in the floral department in 1998 at Ralph’s Supermarket in the Marina Del Rey store, where she stayed for seven years. In 2005 she joined the Whole Foods floral team where she was quickly promoted to floral specialist, then Regional Floral buyer. for the (then) 23 stores in the Southern Pacific Region. This increased to 56 stores across 3 states over her 12-year tenure.In 2018 she accepted the challenge at Vallarta Supermarkets of transitioning their floral program from a vendor managed model to the completely company managed program that she is happily running today.Paige has served on the FPFC Board of Directors since 2019 and serves on the FPFC’s Dinner Dance committee.
Michael Schutt
Bay Area Herbs & Specialties
Immediate Past Chair
In a town that for most is nothing more than a gas stop, Winnemucca Nevada was the place where Michael’s career began for the grocery retailer, Raleys. Interviewing in the winter of 85 as a 15yr old Schutt was told “come back in the spring and I’ll have something for you”. 37yrs later its evident that Michael’s passion for Produce has been there since the beginning. As Raleys was pushing out west in the early 90s Schutt opted to take a leap of faith from his small town everyone knows your name store and further his career in the wild frontier of the Bay Area. By the age of 22 Schutt was running his own Produce Dept in Newark, Ca. After a few store openings and some moves to bigger stores Schutt found himself in Santa Rosa Ca being asked to come to corporate for an interview. And in the fall of 97 Schutt was promoted to Produce Quality Control and relief buyer where he spent 7yrs working closely with the buying team. In 2004 Schutt was promoted to Produce Buyer, 2018 he was promoted again to Sr Category manager of Produce and Floral a title which he held until 2020 when he was again elevated. As a Produce Buyer Michael’s top measure for success is flavor, “that’s what the customer will remember and what will bring them back.” Schutt elevated to Director of Produce in Floral in 2020 before departing grocery retail in early 2023. Now looking to pen his next chapter is working closely with many aspects of the produce community to help raise awarenss and consumption of fresh produce. Living in California feeds both his working passion and his love of the outdoors. If he’s not visiting local growers, you may find him hiking or camping in the region.
Kori Martin
Oppy
Past Chair Representative
Kori Martin started her produce career at Oppy in Los Angeles as a sales and marketing intern immediately after graduating from Azusa Pacific University with a business degree in Marketing and a Spanish language minor. She then moved to Seattle as a business development representative for the Pacific Northwest territory before returning back to Los Angeles to take on California, Arizona, Utah, and Colorado.
In 2015 she became a sales representative, and in 2018 she was promoted to Senior Sales Representative and Key Account Manager, where she currently handles sales for products in the Western United States region and some national programs.
She is part of the 2018 Class of Produce Business 40 under 40. She has volunteered with the FPFC for over 13 years and served on multiple committees, including EXPO and the Apprentice program as a mentor. Kori was elected to the board of directors in 2019 and Chaired the FPFC in 2022.
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Roger Schroder
Honorary Board Member
Roger has been active in the produce industry since his career as a box boy, so he has an extensive and thorough background. From the ’60s until 1988, Roger was with the Vons Grocery Company. In 1988 he left his position as Supervisor of Perishables to accept a position as Vice President of Produce & Floral with the Hughes Family Markets.
He continued his career with Hughes for the next ten years, and when mergers and acquisitions overtook Hughes, Roger was recruited to join Stater Bros. Markets as Vice President of Produce & Floral. He served in that position until his retirement in 2018. Roger’s volunteer leadership history is also extensive. He has served for many years as a Director of the Fresh Produce & Floral Council and was Chairman of the Board three times – in 1994, 2000, and 2004. He has also served on the Board of Directors for the Produce Marketing Association, as a Director of the Retail Board of the Produce Marketing Association.
He held the Produce for Better Health Foundation's highest office and pioneered the 5-a-Day program in the California retail sector. Roger has been extremely active as a member of the Produce & Floral Committee and the Harvest Ball Committee for the City of Hope. In 1995, Roger was named by the Produce Marketing Association as the Marketer of the Year, and in 2013 was inducted into the Food Industry Hall of Fame.
He continued his career with Hughes for the next ten years, and when mergers and acquisitions overtook Hughes, Roger was recruited to join Stater Bros. Markets as Vice President of Produce & Floral. He served in that position until his retirement in 2018. Roger’s volunteer leadership history is also extensive. He has served for many years as a Director of the Fresh Produce & Floral Council and was Chairman of the Board three times – in 1994, 2000, and 2004. He has also served on the Board of Directors for the Produce Marketing Association, as a Director of the Retail Board of the Produce Marketing Association.
He held the Produce for Better Health Foundation's highest office and pioneered the 5-a-Day program in the California retail sector. Roger has been extremely active as a member of the Produce & Floral Committee and the Harvest Ball Committee for the City of Hope. In 1995, Roger was named by the Produce Marketing Association as the Marketer of the Year, and in 2013 was inducted into the Food Industry Hall of Fame.
Marvin Quebec
Quebec Distributing Co.
Honorary Board Member
Marvin was born in the Salinas Valley and has been passionately involved in the produce industry for over 25 years, carrying a broad amount of expertise and knowledge.
He began his career loading trucks and as a produce inspector before being promoted to FOB Sales for a Grower/Shipper in the Salinas Valley. He worked his way to Sales, Sales Manager, and VP of sales through various produce companies. He became President and managing partner of Quebec Distributing Company, founded in 2006 with Bill and Joe Colace. Marvin has been an FPFC Board member since 2009.
A 1997 Menlo College graduate, and recipient of Menlo College’s Collis Steere Award having played as an Academic All-American in football and basketball. Marvin also completed the Cornell University Leadership Program in 2013.
Marvin enjoys being proactive in the produce industry while serving on different committees, putting his energies into the FPFC, and helping others grow. Marvin also believes in constantly nurturing relationships with customers and growers and strongly believes that the FPFC provides that platform.
He was recently named the 2023 Norman H.”Buz” Bolstad winner, and received the designation of Lifetime Honorary Board Member.
Marvin and his wife, Wali, live in the San Joaquin Valley, CA, They have one daughter and three grandchildren.
He began his career loading trucks and as a produce inspector before being promoted to FOB Sales for a Grower/Shipper in the Salinas Valley. He worked his way to Sales, Sales Manager, and VP of sales through various produce companies. He became President and managing partner of Quebec Distributing Company, founded in 2006 with Bill and Joe Colace. Marvin has been an FPFC Board member since 2009.
A 1997 Menlo College graduate, and recipient of Menlo College’s Collis Steere Award having played as an Academic All-American in football and basketball. Marvin also completed the Cornell University Leadership Program in 2013.
Marvin enjoys being proactive in the produce industry while serving on different committees, putting his energies into the FPFC, and helping others grow. Marvin also believes in constantly nurturing relationships with customers and growers and strongly believes that the FPFC provides that platform.
He was recently named the 2023 Norman H.”Buz” Bolstad winner, and received the designation of Lifetime Honorary Board Member.
Marvin and his wife, Wali, live in the San Joaquin Valley, CA, They have one daughter and three grandchildren.
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Address
Fresh Produce and Floral Council
75 W Nuevo Road STE E
PMB 705
Perris CA 92571