José Bernal Jr. Receives TIPA’s Rising Star Award

Texas produce industry leadership shaping the future of fresh produce

The fresh produce industry is undergoing a profound transformation. Increasing regulatory complexity, the demands of international trade, supply chain resilience, and evolving consumer expectations require a new generation of leaders—professionals capable of thinking strategically while remaining deeply connected to people and purpose. Within this context, the Rising Star Award granted by the Texas International Produce Association (TIPA) to José Bernal Jr., General Manager of Sweet Seasons, stands as a meaningful recognition not only of individual achievement, but of a broader leadership vision shaping the future of the Texas produce industry.

“This recognition is a tremendous honor, but also a great responsibility,” says Bernal Jr. “I see it as validation that we are moving in the right direction, and as a reminder that success in this industry is never individual—it is always the result of teamwork.”

What TIPA's Rising Star Award Represents

The Rising Star Award highlights young professionals who are already making a tangible impact on the Texas fresh produce sector. According to TIPA, the award honors outstanding young professionals who are making their mark on the Texas fresh produce industry, bringing innovation, leadership, and a passion for the work that moves our industry forward.

For Bernal Jr., the distinction carries personal and professional meaning. “The produce industry has shaped who I am,” he explains. “I grew up understanding its importance and its reach. Being recognized by TIPA is incredibly motivating because it comes from peers and leaders who truly understand the complexity of this business.”

TIPA’s Role in the Texas Produce Industry

TIPA plays a central role in representing and advancing the produce industry in Texas—one of the most critical gateways for fresh fruits and vegetables entering the United States. Positioned at the heart of the Mexico–Texas–U.S. trade corridor, the association connects growers, shippers, importers, distributors, retailers, and policymakers.

“TIPA is where collaboration happens,” Bernal Jr. notes. “It brings together leaders who are committed to strengthening the produce industry through professionalism, innovation, and long-term vision. Receiving this recognition from TIPA makes it especially meaningful.”

A Leadership Style Grounded in Strategy and People

As General Manager of Sweet Seasons, José Bernal Jr. has built his leadership approach around operational discipline, strategic clarity, and trust-based team development. His ability to balance day-to-day execution with long-term vision has positioned Sweet Seasons as a dynamic and forward-thinking organization within the Texas produce industry.

“Leadership is not just about making decisions,” Bernal Jr. explains. “It’s about being present, listening, and creating an environment where people feel supported and aligned with a shared purpose. When teams trust the process and the vision, results follow.”

Sweet Seasons and the Power of Leadership Development

The Rising Star recognition also reflects Sweet Seasons’ commitment to cultivating leadership from within. Guided by its purpose, Nourish the World, the company has invested intentionally in talent development, innovation, and cultural alignment.

A cornerstone of this effort is GROWTH, Sweet Seasons’ internal leadership development program. GROWTH is designed to identify high-potential leaders and equip them with strategic tools, executive mentorship, and a holistic understanding of the produce business.

“GROWTH has played a major role in my professional development,” Bernal Jr. shares. “It’s not just training—it’s about building judgment, accountability, and leadership mindset. Sweet Seasons truly believes in developing its people and preparing them for greater responsibility.”

CLEAR: Strengthening Compliance and Trust

Among the key initiatives Bernal Jr. is leading this year is CLEAR, a strategic program focused on compliance, transparency, and operational integrity. CLEAR is designed to strengthen internal processes related to regulatory compliance, traceability, and responsible business practices—areas of growing importance in international produce trade.

“CLEAR is a priority because trust is foundational in our industry,” Bernal Jr. explains. “It’s not only about meeting regulatory requirements; it’s about building long-term confidence with customers, producers, and partners. Strong compliance is a competitive advantage in today’s global produce market.”

Innovation, Leadership, and Passion for the Industry

The qualities recognized by TIPA—innovation, leadership, and passion—are deeply embedded in Bernal Jr.’s professional philosophy. He views innovation as a mindset, leadership as service, and passion as the driving force behind continuous improvement.

“This industry demands a lot,” he says, “but it also gives back in meaningful ways. Knowing that our work impacts communities, families, and food systems is what motivates me every day.”

A Signal for the Future of Texas Produce Industry Leadership

The Rising Star Award sends a clear message to the broader industry: the future of Texas produce industry leadership depends on prepared, ethical, and forward-looking professionals. As Texas continues to serve as a critical hub for international fresh produce trade, leaders like José Bernal Jr. represent the next chapter of growth and evolution.

“I don’t see this recognition as a finish line,” Bernal Jr. concludes. “I see it as momentum—to keep raising the standard, to keep learning, and to continue contributing to an industry that has given me so much.”

Ultimately, the Rising Star Award reflects more than individual achievement—it highlights a leadership philosophy rooted in purpose, responsibility, and long-term impact. Through initiatives like GROWTH and CLEAR, and through a people-first approach to leadership, José Bernal Jr. is helping shape a stronger, more transparent, and more resilient produce industry. One that understands that leadership is not only about moving product or growing markets, but about nourishing people, communities, and trust across borders. In that sense, this recognition embodies the very purpose that guides Sweet Seasons every day: Nourish the World.