Editor's Note: This article originally appeared in the September/October 2025 print edition of Produce Grower under the headline “Pathways and pit stops.”
Every CEA business is on a journey, whether it’s a startup looking for a customer base, a mature company expanding into new markets or a global firm well-versed in SOPs and KPIs.
Journeys in business are rarely linear. Instead, they involve detours, roadblocks and sometimes complete route changes. The latter likely requires a leap of faith that changes everything.
But journeys also involve discoveries, new and exciting sites, beautiful views and sometimes revelations.
What sets successful organizations apart is not just the destination they aim for, but how they navigate the trip. Some companies set clear routes — plotting each turn and each rest stop with precision. Others may rely on their inner navigation, trusting their gut and having the ability to change direction when needed. One approach isn’t necessarily better than the other. Both represent a journey that creates resilience, opportunities and a company culture meant to benefit both customers and employees.
What has your journey looked like? Perhaps a mix of potholes, bottlenecks, straightaways and no congestion.
Although you may have a pin in a map of where you’re going, remember that it’s also about how you travel, who you bring along and the destinations you open up for others.
Safe travels, all!
READ MORE: 2025 State of the CEA Produce Industry Report
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