Success Insider: Getting to Know "Produce Expert" Robert Schueller
What does it take to become the nation's go-to authority on fresh food and specialty ingredients? In this exclusive Success Insider Q&A, we sit down with Robert Schueller, the Director of Public Relations for Melissa’s Produce and a featured guest on Big Blend Radio since 2023. With over 31 years of industry experience and a staggering 30,000+ articles to his credit, Robert shares his accidental journey into PR, his biggest career inspirations, and his ultimate culinary bucket list.
WATCH BIG BLEND RADIO’S “GETTING TO KNOW YOU” CONVERSATION WITH ROBERT SCHUELLER:
Q: What led you to a career in public relations, and specifically in produce and specialty foods?
Robert Schueller: Actually, I didn’t specifically intend to get into public relations—I stumbled upon it! Just over 31 years ago, I graduated with my Bachelor of Science degree in Business/Marketing. When I first started at Melissa’s Produce, my job title was Assistant Marketing Director.
About two years into the role, my focus shifted entirely toward public relations, and I became the core spokesperson for the company. I haven't looked back since!
Q: What attributes make you a good fit for the PR and produce world?
Robert: It is all about relationship building and becoming a trusted, reliable resource for information in the exciting world of produce. That foundation is how I have earned so many titles over the years. Over the last two decades, I’ve also co-written seven produce cookbooks.
Even though my formal title is Director of Public Relations, the media frequently refers to me as the Produce Expert, the Prince of Produce, and the Produce Guru. If you Google my name alongside the word "produce," you'll see why!
Q: Who or what inspires you?
Robert: Many of my associates on the procurement team at Melissa’s truly helped me learn the ins and outs of this industry through produce market trips, farmers market visits, industry conferences, and expos.
Other key figures at Melissa’s were absolute instrumental resources in my success. My direct boss at the time, Debra Cohen, our President/CEO Joe Hernandez, and our General Manager Jimmy Hernandez all taught and guided my career in the right direction.
Q: What do you enjoy most about representing Melissa’s Produce?
Robert: The exceptional quality of the products, the top-tier service we offer to our retail and foodservice customers, and the thrilling new and unique items that come into season every single day. Ultimately, it’s the incredible team and family dynamic that makes Melissa’s Produce so special.
Q: What personal changes or adaptations did you have to make to build your career?
Robert: Developing deep patience, being willing to take big chances, and trying my hardest never to say "no" to an opportunity.
Baby Veggie Basket at Melissa’s Produce
What the Expert Thinks You Should Know
Q: What do you feel consumers should know more about regarding the produce they consume?
It's incredibly delicious: Produce is highly flavorful, whether enjoyed raw or cooked.
There is no limit: You simply cannot eat too much produce in a single day.
It's a lifestyle enhancer: Eating more produce is one of the best ways to live a longer, healthier life—both physically and mentally.
Plant-based is easy: You really can go a day without eating meat and feel great.
Q: If you could invite any three people (alive or passed on) to an intimate dinner party, who would they be?
Robert: James Beard, Julia Child, and my wonderful wife, Yvonne.
Melissa’s Produce Deluxe Tropical Fruit Basket
Q: If you could switch careers for just one day to learn something entirely new, what would you choose?
Robert: A food critic!
Q: What three experiences are currently on your bucket list for the next 3 to 5 years?
Traveling to new countries.
Embarking on world-class fishing trips across the globe.
Dining at more exciting and unique restaurants.
Q: What is the most important tip you would pass on to someone just getting started in the food industry or PR?
Robert: Learn everything you possibly can about the specific business you are in. Strive to be the absolute best you can be in that field, and never, ever stop learning.