Why Produce Pricing, Freight & Consumer Habits Are Changing | PJ Cawley | The Fresh CrEd

What happens when rising freight costs, shifting consumer habits, inflation, and supply chain pressure all hit the produce industry at the same time? Recorded live at the 2026 Viva Fresh Expo hosted by TIPA, this episode of The Fresh CrEd features PJ Cawley of Charlie’s Produce in a wide-ranging conversation about produce distribution, organics, retail behavior, transportation costs, and where the industry is heading next. PJ shares insights from years in produce distribution and procurement, including how consumer buying habits are changing during periods of high pricing, why relationships still drive the produce business, and how companies are adapting to freight volatility and evolving markets across the western U.S. Topics in this episode include: • Freight costs and transportation pressure in produce • Demand destruction and changing consumer habits • Organics and regional produce growth • Population shifts across western markets • The importance of relationships in produce distribution • Retail trends and specialty produce opportunities • Charlie’s Produce expansion and ESOP culture • The Yumi watermelon and Farmer’s Own organic programs • Why events like Viva Fresh still matter Guest: PJ Cawley — Charlie’s Produce Recorded at: Viva Fresh Expo 2026 Hosted by TIPA (Texas International Produce Association) Subscribe for more conversations with leaders across the produce industry. #ProduceIndustry #FreshProduce #SupplyChain #CharliesProduce #VivaFresh #TIPA #Agriculture #FoodDistribution #TheFreshCrEd