Produce Processing 7: Q+A with Tony Freytag
Tony Freytag is senior vice president of sales and marketing for Crunch Pak, and earlier this year was named chairman-elect for the United Fresh Produce Association board of directors. Originally from Austin, Texas, Freytag is a graduate of the University of Texas. His career in produce began with Naumes of Medford, Oregon, in 1997, where the idea of sliced apples was first introduced. Freytag was named one of the fresh produce industry’s top 25 most influential leaders by The Packer for his passion and commitment to the business; in 2014 he received the Produce Man of the Year award. He serves on various produce industry boards and is a member of the Public Facilities District Board of Directors in Washington state. In 2014, he was named Innovator of the Year by the Greater Wenatchee Area Technology Alliance.
Freytag and his wife, Leslie, live in Wenatchee, Washington, and Seattle. They have two grown children.
What are the best words of advice you’ve ever received?
To never give up on what you want and trust your instincts. If you know what you are doing and where you are heading, you are probably right. Just keep going.
What are your goals for the next 12 months?
Succession planning is important in our company, and as we mature my role is to mentor, share what we have learned and let go so the next great minds can take the business to another level. One of the greatest challenges with entrepreneurial companies is transitioning from a start-up to a sustainable organization. My role is to share, teach and enjoy what we have created. I also want to learn more about this great industry. I am fortunate that I get to travel for my role at Crunch Pak to further interact with industry boards I serve on; the Consolidated board of directors and chairman of the Fresh-Cut Processor Board at United Fresh. It’s exciting to hear what the association is doing: creating new products, the marketing expertise being activated – it’s great to be part of a progressive industry that is always moving forward.
What do you do to relax?
My family charters a boat every summer in the San Juan Islands; it is our favorite way to unplug, get away and enjoy time with each other. My wife and I are extremely fortunate that our two grown children enjoy spending time with us. The trip is a great way to re-connect. There is something about the water that calms us, lets us explore and grow.
What would you like to be your lasting legacy?
My legacy would be a successful company with employees and their families that find value in working with us. That our partners are successful, and recognized for the innovation we brought to the apple category and the fresh produce industry overall. We were told we were crazy to try and do sliced apples. We did it, because we believe it will increase the overall consumption of apples.
What are the top three things on your bucket list/must-do list?
I want to go skydiving with my son and daughter. My wife says she will happily wait on the ground. I would love to spend a month in Italy with my family, in Tuscany and Lake Como. And I want a bigger bucket … and I want to keep adding to it.
What job or work would you have pursued if you had not been in the produce processing industry?
I would have been “making things,” creating, thinking outside of the normal boundaries. My driving force has always been when someone says, “It can’t be done,” because it can, and I know I can figure it out. I love art, and there is a sculpture I saw some years ago – it was a square peg going into a round hole. Sometimes that’s how I feel, but it’s worked so far!
What is the one truth you’ve learned about the produce processing industry?
That people want us to make healthy eating fast, easy and convenient. We’ve seen our snack business grow exponentially and can contribute part of our success to the industry guidance we receive as members of United Fresh. As part of the association, we are able to stay on top of the issues and trends that help us continue to meet consumer demand.
