Award celebrates leaders whose vision, service, and commitment leave an enduring mark on the fresh produce industry
The Fresh Produce Association of the Americas (FPAA) named Gonzalo Avila, CEO of Malena Produce, as its 2025 FPAA Member of the Year during its annual meeting this week.
The award represents one of the association’s highest honours, recognising leaders whose vision, service, and commitment leave an enduring mark on the fresh produce industry and the FPAA community.
“The FPAA Member of the Year Award is not simply a recognition – it is a reflection of the values we hold dear: integrity, service, and progress,” said Lance Jungmeyer, FPAA president, during the ceremony. “It is awarded to those who make both an immediate and lasting impact on our association and the fresh produce industry at large.”
FPAA described Avila’s career is a testament to dedication and leadership rooted in both business excellence and community service. “From humble beginnings in sales, he cultivated a deep understanding of market dynamics, logistics, and customer relationships – quietly building success while always staying focused on results and long-term vision,” the association said.
“Under Avila’s leadership, Malena Produce has evolved from its early reputation as an eggplant specialist into a diversified industry powerhouse with over 20 product lines, including tomatoes, bell peppers, squash, cucumbers, and melons. With operations anchored in Nogales and expanded into South Texas and international markets such as Japan and China, the company continues to grow its global footprint.”
Avila has been an active and respected leader in the produce community, serving on the FPAA board of directors and executive committee, including a term as FPAA chairman. His industry influence extends nationally through service on the Grower-Shipper Board of the United Fresh Produce Association, and he has previously been recognised by being named Exporter of the Year by an industry magazine. In 2024, Malena Produce celebrated 70 years of legacy.
“Gonzalo leads with integrity. He listens. He builds,” Jungmeyer noted. “He has an ability to sit in a meeting that might be intense, not take anything personally, and offer thoughtful, on-point insight with calm and clarity. That is true leadership.”
With roots in Sinaloa and professional experience across the US–Mexico border region – including studies at Instituto Tecnológico de Monterrey and time spent at the University of Arizona – FPAA said Avila represents a cross-border legacy of agricultural excellence, known not only as a visionary executive but also as a mentor who invests in people, builds future industry leaders, and champions sustainability, worker welfare, and consumer education.
Avila accepted the award surrounded by his family, including wife Yanula and daughter Yanula.
“Gonzalo, your journey inspires us. Your leadership strengthens us. And your vision moves us forward,” Jungmeyer said in closing.
