Retailer and Member Profiles

Each month, the Fresh Produce & Floral Council profiles a different member and a different retailer.  Click below to learn more about the professionals in the produce and floral industry and the members of the FPFC.

Retailer Profile – Robby Cruz

Retailer Profile – Robby Cruz

Robby Cruz Vice President of Produce Sourcing & ProcurementSprouts Farmers MarketsFast Tracking Through Life   As of this writing, Robby Cruz is only 42 years old, yet he has already spent 25 years in the retail produce sector, has been a top executive for...

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Member Profile – Rachelle Schulken

Member Profile – Rachelle Schulken

Rachelle Schulken Marketing Events ManagerRenaissance Food GroupWhatever you do, don’t ever tell Rachelle Schulken she can’t do something. On a challenge from her husband, Schulken, marketing event manager for Renaissance Food Group, turned an athletic endeavor she...

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Retailer Profile – John Fujii

Retailer Profile – John Fujii

John Fujii Supervisor of Produce BuyingGelson's MarketsThere have been numerous fulfilling challenges John Fujii, Gelson’s supervisor of produce purchasing, has faced and accomplished in his lifetime, from his quick ascension in his produce career to climbing major...

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Member Profile – Dave Cruz

Member Profile – Dave Cruz

Dave Cruz Business Development DirectorCalifornia Avocado CommissionIn the truest sense of the phrase, Dave Cruz is a jack of all trades. When discussing his work at the California Avocado Commission, he talks about many different areas in which he plays a role...

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Member Profile – Gina Backovich

Member Profile – Gina Backovich

Gina Backovich Procurement, General Produce CompanyGina Backovich, who has been a buyer for General Produce Co., Ltd, in Sacramento for the past 15 years, took a unique route to the position. It seems that most produce buyers start off as courtesy clerks transition to...

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