Kristyn Lawson, CEO and president of Preferred Sales and Marketing, says her love of agriculture blossomed in the first grade, “tromping through floral farms in San Diego” alongside her mother, who worked in the floral business.
“I think that’s where I was initially bit by fields of beautiful living things,” says the fresh produce marketing pro, who along with her team provides strategy and solutions for brands and organizations to drive sales, optimize performance and build market share.
The Packer: What drew you to a career in the fresh produce industry and what inspires you most about your work?
Lawson: Being part of the produce industry has never just been a career; it’s a calling. I’m driven by the opportunity to bring fresh, nourishing food to people’s lives and to help brands tell their story with authenticity and purpose.
Whether it’s launching new products, mentoring rising talent or reimagining how we connect with today’s shopper, I lead with both strategy and heart. I believe women in produce bring a unique blend of grit, grace and insight — and I’m honored to be part of a movement and industry that is shaping the future of food. Last but not least, I believe produce should be anything but boring.
Growing up, fresh produce was always center of the plate. I’ve always believed that fresh foods are one of the most authentic connections we have to wellness, culture, family, friends and community. That inspires me every day. I also love beautiful things, and I can’t think of anything more beautiful than fresh produce.
At every produce show, you impress the industry with your produce marketing savvy, brand knowledge and authenticity. What goes into that process for you and what do you think builds a successful produce brand?
I’ve always believed fresh produce products should stop you in your tracks — whether it’s on a plate, poured out of a bottle, on a shelf or featured in a sales deck. I’m not here to play it safe; I’m here to shake things up, tell better stories and move the category forward. Many of the brands I have worked with are emerging and expanding into new categories or new business channels. I bring bold ideas and real results.
As a woman in produce, I know we don’t just nourish the category; we elevate it from the board room to the table.
Brand-building is rooted in innovation, storytelling, comprehensive marketing activations and results that are built brick by brick. Having category expertise further supports the development of successful brands. Also critical to success are the people within every organization; they are a big part of the secret sauce.
I have been fortunate to work with brands led by incredible owners and part of amazing leadership teams. Today my client portfolio includes best-of-the-best companies, including Caputo & Guest Organic Exotic Mushrooms. We are driving the mushroom category forward. In the dip category is Fresh innovations, where we are known for the best guacamole and “The Ultimate Dip Destination.” At Trinity Fruit Co., I am heading up the Squeezed Juice brand that is made with farm-fresh fruit grown over 28,000 acres in California’s Central Valley.
What career accomplishment are you most proud of and why?
Three things stand out: First, the relationships that I have built in the industry. Secondly, the positive impact that my efforts have had on farmers and companies looking to grow sales and gain new placement with retail partners. Thirdly, influencing purchases of healthy products with best-of-class brands to consumers.
From a celebration to a cozy dinner to someone looking to include produce as part of their health journey, it’s rewarding to have my brands be a part of life experiences.
I’m very selective about the brands and the products that I work with, and when that magical connection happens, it’s really in my heart and I know it’s the best thing to bring to consumers.
What advice do you have for young women contemplating a career in produce?
Look to lead with clarity, courage and a team-first mindset — and keep pushing forward, even when the path isn’t easy. This industry always needs more voices, more perspectives, and there are many seats to fill at the table. Remember, challenges are good and they come in many forms that may require different tools to overcome. They may require you to refine the messaging, rethink pricing models or find new ways to deliver value without compromise. And always expect the unexpected along that path.
Read more about The Packer’s 2025 Women in Produce:
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