Richard Ruiz believes the produce industry is poised for continued success in the years to come, in no small part due to the younger generations coming of age.

“Millenials are seeing the importance of doing things the right way, and they want to know where their food comes from and that it is safe and healthy,” said Ruiz, president and owner of Edinburg, TX-based Ruiz Sales, an importer-distributor of Mexican fruits and vegetables, with a focus on Persian limes. “That fits perfectly with Ruiz Sales’ philosophy of always putting the customer first. Our number one goal is to provide safe and healthy food to the U.S. consumers. If we do that, they will continue to buy and lead a healthier lifestyle.”Laura and Richard Ruiz of Ruiz Sales in Edinburg, TX, accepted their Industry Role Model Award at the Produce for Better Health Foundation’s annual meeting in April. This marked the eighth straight year the company has been designated an Industry Role Model by PBH. Photo by Maggie Giuffrida.

Ruiz said the produce industry is at a relative disadvantage compared to other food groups, such as snack foods and soft drinks, which have vast marketing budgets and gear their advertisements to kids. But he feels the tide is turning.

“Even though we don’t have the promotional dollars of non-healthy foods and tobacco products, I believe the American people are smarter than ever,” he said. “They are actively seeking more information about what they put into their bodies, and that is good news for us in the produce industry.”

Ruiz also cited the Produce for Better Health Foundation for helping spread the good word about the health benefits of fresh fruits and vegetables. Ruiz has long been an ardent supporter of the PBH, and in fact was recently recognized with an Industry Role Model Award at the organization’s annual meeting in Scottsdale, AZ. This marks the eighth straight year the company has earned the designation and the third straight year is has received an Excellence Award from PBH.

“Wendy is doing an outstanding job leading that organization,” said Ruiz, referring to Wendy Reinhardt Kapsak, who took the reins of PBH in 2017. “She has elevated the PBH mission with the new Have a Plant program that encourages consumers to eat more plant-based foods, and that fits right in with our industry.”

Ruiz has long advocated the “food as medicine” concept that is in vogue today, and he remains a strong supporter of the movement.

“If people were to eat healthier, especially fresh fruits and vegetables, the enormous cost of health care would be greatly reduced,” he said. “Conditions like diabetes and obesity could be eliminated and the money that is spent dealing with those problems could be used in other ways to help better our great country.”

Ruiz said the Rio Grande Valley has been experiencing an economic boom in recent years, with abundant construction and real estate development. While he applauds the progress, he believes there needs to be regulation and measured growth regarding immigration practices.

“The success of the area is bringing more people from Mexico and other places that are looking for better opportunities in our great nation,” he said. “Also, more trucks are crossing the border, and that is putting a strain on our resources here, everything from schools to fixing roads and other infrastructure. That is why I support the Trump administration’s immigration policies. We can’t allow immigration to go unchecked and we need everyone to pay their fair share.”

Overall, Ruiz is excited about the current business climate and opportunities for people who are willing to work hard and do things the right way.

“We are living in some exciting times,” he said. “At Ruiz Sales, we are thankful for the opportunities we have and we are staying focused on doing things the right way and moving forward with success.”