With well over three decades of experience in the organic produce industry, Todd Linsky has seen the category grow and evolve from its early days to the well-established sector it is today.

Linsky began his career in the mid-‘80s working in the produce department of an independent California grocery retailer. “I blindly answered an ad for a night manager of a natural food store called Cassidy’s Market in San Diego,” he says. “The produce department was in complete shambles, so I went to the ownership and said, ‘I don’t know much more than an apple looks like an apple, but I’m certain I can’t make this department any worse—so let me try to make it better.’”

Todd Linsky, CEO, Todd Linsky Consulting

Part of his job at Cassidy’s (and later at Mother’s Market in Orange County) involved buying organic produce off the terminal produce market in downtown Los Angeles. This eventually led to a job offer from organic broker-wholesaler S&S Produce, which Linsky took in 1986.

“The produce department was in complete shambles, so I went to the ownership and said, ‘I don’t know much more than an apple looks like an apple, but I’m certain I can’t make this department any worse—so let me try to make it better.’” - Todd Linsky

A few years later, the Natural Resources Defense Council famously released its peer-reviewed study showing that preschoolers had “hazardous levels” of ag chemical residues in their diets, including a growth regulator called Alar that was used in the conventional apple industry.

“The story of Alar broke on the show 60 Minutes, and organic had its first 15 minutes of fame,” says Linsky, referring to the rise in demand for organics that followed the Alar news.

Looking to expand its offerings to meet the newfound demand, Linsky says S&S sister company Ocean Organics “approached a rising family farm operation called Cal-Organic about partnering and representing their farm.”

“The story of Alar broke on the show 60 Minutes, and organic had its first 15 minutes of fame.” - Todd Linsky

But as it turned out, Cal-O was looking for someone to handle its sales and marketing in-house (rather than enlisting external representation)—and Linsky ended up taking that position.

“Like many new ideas or new ways of going to market, it wasn’t an easy sell,” says Linsky of his sales job at Cal-O. “We knocked on many doors, and most closed in our faces. But we persisted because we believed in what we were doing and why we were doing it. We wanted to feed the world better food. We kept knocking, and our efforts eventually paid off as new pathways for organic produce were created. Years into this journey, Grimmway Farms purchased Cal-O in 2001, and I stayed on for 15 more years, continuing to drive market share and working to increase overall organic produce consumption.”

Today, Linsky runs his own shop, Todd Linsky Consulting (TLC), which he founded in 2015. As TLC’s CEO (“chief enthusiasm officer”), Linsky works with companies in a range of industries, including produce, finance/venture capital, medical cannabis, CPG, and ag tech.

“We knocked on many doors, and most closed in our faces. But we persisted because we believed in what we were doing and why we were doing it. We wanted to feed the world better food.” - Todd Linsky

In 2021, spurred on by his family’s urging, Linsky founded Todd-versations, a podcast where he interviews guests from a variety of backgrounds. “I’ve spoken with people from many walks of life, from professional athletes to NASA scientists to medical professionals to produce industry leaders; there are so many cool stories to tell,” Linsky says. “Today, we have over 120 shows in our library. People in over 50 countries around the globe have listened to us, and we consistently reach millions across our platforms every month.”

One of Linsky’s first guests was Jenny Tucker, deputy administrator of the USDA’s National Organic Program (NOP).  

“We want to help people get involved and show them the way to participate in the NOP,” says Linsky. “The USDA has been on the show six times, and new USDA divisions will be joining us to help spread the message about what they do for us and how the industry and the public can participate.”

As part of Linsky’s consulting work, he helps clients prepare both written and verbal communications to the USDA. “I also personally provide comments directly to the NOSB (National Organic Standards Board)," he says. “It’s vitally important that we participate for democracy to work.”

“I’ve spoken with people from many walks of life, from professional athletes to NASA scientists to medical professionals to produce industry leaders; there are so many cool stories to tell.” - Todd Linsky

Reflecting on the current state of the organic produce industry, Linsky says it “continues to be strong.” But, he adds, “As a big-picture thinker, I have concerns that we’re not looking far enough into the future. It’s easy to get tunnel vision, focusing on short-term gains rather than long-term benefits. The overarching theme for this industry must be to figure out how to feed the growing world population organic food. I think it’s incredibly important that our leaders frankly ask themselves how we accomplish this goal. For example, agriculture technology can lead to new pathways. Developments in greenhouses and climate-smart technology add to what we already utilize.”

When it comes to current challenges facing organics, Linsky cites fraud as top of mind. “It is a big issue both domestically and internationally,” he says. “There is no Organic Farm Bureau of Investigation or police watching everything that’s happening. The system is about trust, from the producers, independent certifiers, and an acceptance of trust from the consumer. It is up to all stakeholders to be mindful of this. That’s why words like traceability are so important. Buyers need to know what they are buying and from whom. They need to ask questions and be confident in the certifications of the organic produce they receive. You can’t have truckloads of product coming off of 1 acre on an organic certificate.” 

These days, one of Linsky’s biggest passions is advocating for healthier foodservice programs in the nation’s schools. “All the data tells us how important nutritious food is for brain development, cognition, focus, mood, and more,” he says. “Unfortunately, it took a pandemic to graphically deliver the long-term consequences of poor eating habits. My dietician and physician friends will tell you that consumption, health, and longevity don’t change by just providing the facts. They require behavioral changes. School is a second home for most children for at least sixteen years. Add in after-school programs and the lifeline that many food programs provide to marginally served families, and you can understand my desire to see good, scratch-made food in their portfolios.”