WESTON, FLA. — Thx!, a social impact organization in the fresh produce industry, has appointed Jay Guzman to the new role of vice president, growth & gratitude.

“I am incredibly proud to have the opportunity to work with a team that is truly innovating the consumer experience by sharing the stories of our farmworkers and how their purchases contribute to making dreams come true,” Guzman said.

Guzman’s prior experience includes 15 years in the produce industry and a passion for social responsibility, Thx! said.

Guzman most recently served as director of national retail partnership for Fair Trade USA, where he was a key part of Fair Trade Certified program’s growth with major US retailers.

“We are delighted to welcome Jay to the Thx! team and confident that his vast experience in produce and passion for ethical worker programs make him a huge asset to Thx! and a strategic leader for our programs,” said Martin Casanova, Thx! chief dreams officer. “We couldn't be more excited for this next chapter.”

“With Jay’s deep retail knowledge, we only expect the value for Thx! partners to grow even stronger,” said Raul Fernandez, Thx! chief imagination officer. “This win-win scenario between Thx! and its retailers and suppliers allows us to empower farmworkers, engage shoppers, and create a more sustainable future for the industry.”

Guzman, Casanova and Fernandez will all be attending the International Fresh Produce Association’s (IFPA) 2024 Global Produce & Floral Show this October in Atlanta. They look forward to connecting with the other attendees and exhibitors to discuss their mission of creating a more socially responsible, impactful fresh produce industry.

“Thx! is on a mission to expand its social impact program so that it may empower and help more farmworkers while fostering personal connections between them and consumers,” the organization said. “Thx!'s innovative platform generates value for the entire supply chain, fostering enriching relationships with brands and their consumers, retailers and their shoppers, and allowing these shoppers the chance to ‘do good’ with their purchases. Conscious consumerism is paramount to today’s consumers, and Thx! empowers partner brands with enhanced product value and a deeper sense of purpose.”