Bruce Peterson


Director, United Fresh Produce Association

Bruce Peterson founded Peterson Insights, Inc. and serves as its President. Mr. Peterson is a 39-year produce industry veteran, beginning his career bagging groceries in his hometown of Detroit, MI. He is best known for his 17-year career at Walmart, where he begin work as Produce Director in 1991 after being interviewed by Sam Walton. In 1998, He was named Senior Vice President of Perishables.

He also served as Chairman of the WalPac Advisory Group, Walmart’s Political Action Committee, and represented in Washington, DC advocating on a variety of public policy and agricultural issues. In 2007, he retired from Walmart and later joined Naturipe Foods LLC as President and Chief Executive Officer. He was named Produce Marketer of the Year by The Packer in 1997, and Perishable Executive of the Year by Grocery Business magazine in 2001.

He also served as Chairman of the Board of Directors of the Produce Marketing Association in 2002. He has been a Director of United Fresh Produce Association since April 2010. He is a guest lecturer at six major universities.