Published: Wednesday, Jul. 1st, 2026
In the fresh produce industry, I believe we all inherently share a common end goal: to make an impact.
There are countless ways a company can wield the strength of its operations to make a difference. From the most integral task of meeting consumers’ nutritional needs with fresh, high-quality produce, to the sustainability and philanthropic efforts introduced along the way, the reach of a recognized produce business can be powerful and expansive.
One company harnessing its operational prowess to do good beyond its fields and facilities is Prime Time Produce. Offering a robust portfolio spanning multiple categories—including bell peppers, mini peppers, asparagus, tomatoes, and corn—the supplier has continued to expand its growing regions, customer relationships, and partnerships, establishing itself as a trusted and recognized name in fresh produce.
This thoughtful and strategic growth has not only allowed the company to ensure the consistent delivery of fresh, flavorful, and nutritious produce. It has also allowed Prime Time to make an immeasurable impact in the communities it serves. Desirae Perez, Senior Marketing Manager, and Nicole Bryon, Sustainability and Social Responsibility Coordinator, take us to the heart of these meaningful initiatives: the company’s Growing Greater Together philosophy.
Peggy Packer: Through a variety of unique strategies, Prime Time Produce’s impact on consumers extends far beyond the shelf. In addition to being a trusted and reliable produce supplier, can you tell us a bit more about what “Growing Greater Together” looks like beyond the field?
Desirae Perez, Senior Marketing Manager, Prime Time Produce: “Growing Greater Together is reflected in every aspect of our operations. Across our practices, our people, and our produce, we believe we achieve more when we work together. This mindset extends beyond our organization to our partners, industry peers, and customers. The relationships we’ve built with these groups continue to strengthen, evolving from a solid foundation into something even more impactful. It’s a testament to what can be accomplished when people align around a shared purpose.”
PP: What initiatives has Prime Time been focusing on to expand the Growing Greater Together mentality beyond its day-to-day farming operations?
DP: “Prime Time is involved in a variety of community outreach initiatives, including a long-standing partnership with the Boys & Girls Club of Coachella Valley. In March 2026, Mike Way (CEO), Jeff Taylor (COO), and their wives were named the 2026 Champions of Youth in recognition of their continued support. They have been involved since 1995, carrying forward a legacy of support that has remained a consistent part of the company’s identity. The recognition reflects not only their leadership, but also the broader impact Prime Time continues to make both within the industry and in its local community.
Showing up to help our communities grow is something that Prime Time will always strive to continue. This partnership remains a cornerstone of our outreach efforts, demonstrating that investing in people and community is just as important as delivering quality product.”
PP: What an incredible impact on the next generation! How else is Prime Time helping build awareness or understanding of the produce industry among the youth?
Nicole Bryon, Sustainability and Social Responsibility Coordinator, Prime Time Produce: “Prime Time recently launched its Seed-to-School program, where we’ve visited elementary schools to read our books that walk students through the seed-to-store journey of bell peppers and asparagus. Seeing their curiosity and excitement as they begin to understand where their food comes from has been incredibly rewarding.
We’ve also spent time with high school students, sharing real-world insights into the agriculture industry, including diverse career paths, educational opportunities, and personal experiences. Being able to connect with students at that stage, answer their questions, and hopefully inspire a few to consider a future in agriculture is something that can have a lasting influence.”
PP: How is Prime Time taking a more intentional and measurable approach to sustainability and social responsibility across the business?
NB: “Over the past year, we’ve been focused on bringing more structure and intention to how we approach sustainability and social responsibility as a company. That’s led us to formalize our efforts into what we call the Prime Time Pledge, which will be published in summer 2026. It’s about making sure everything we do, from how we operate in the field and packhouse to how we support our employees and engage with our communities, is aligned, measurable, and transparent. We are taking the time to build a strong foundation first so that when we share more publicly, it is grounded in real data and real progress. For us, it is not about rushing to set targets; it is about building something thoughtful, credible, and built to last.”
What initially began with three friends and a shared passion for growing premium produce has since evolved into a respected fresh operation with an impact that extends far beyond its geographical footprint.
At the end of the day, that impact is our industry’s most important goal.