Episode Overview

In this episode of Grounded, Lauren Mitchell sits down with Billy Itule, CEO of Willie Itule Produce, for an inside look at the fast-moving world of produce distribution, food safety, cold chain logistics, and restaurant supply chains. From operating in Arizona’s extreme desert climate to managing sourcing relationships with growers in Mexico, Billy shares what it really takes to keep fresh produce moving efficiently and safely.

Billy Itule is the CEO of Willie Itule Produce, a Phoenix-based produce distribution company serving restaurants, hospitality groups, and foodservice operators across Arizona. He also serves as a committee member with the IFPA, helping shape conversations around the future of produce distribution and supply chains nationwide.

Together, Lauren and Billy discuss traceability, technology investments, labor challenges, restaurant trends, forecasting for major events, and why communication between distributors and operators matters more than ever.

🔑 5 Key Takeaways

1. Cold chain compliance is critical in extreme climates.
   Billy explains how Willie Itule Produce operates a 100% climate-controlled supply chain to protect product integrity in Arizona’s 120-degree heat, including real-time temperature monitoring across facilities and trucks.
2. Produce distribution depends heavily on long-term grower relationships.
   Mexico plays a major role in feeding the U.S. produce market year-round, and Billy shares why trusted partnerships with growers and shippers are essential for consistency, contingency planning, and supply stability.
3. Technology is transforming food distribution beyond traceability.
   From paperless delivery systems to real-time inventory management and electronic food safety monitoring, Billy discusses how distributors are increasingly becoming tech-driven operations.
4. Communication between operators and distributors can prevent costly mistakes.
   Billy emphasizes that involving distributors earlier in menu planning and LTO discussions can help operators avoid sourcing issues, poor seasonal quality, or unexpected cost increases.
5. Hospitality and leadership start at the top.
   As a family-run company, Willie Itule Produce prioritizes transparency, accountability, and respectful service culture. Billy explains why owning mistakes and treating employees and customers like family is central to their success.

💬 Quote of the Episode

“If you're the smartest person in the room, you're in the wrong room. Find a different room.”
— Billy Itule, CEO, Willie Itule Produce

🔗 Connect with the Guest(s)

• Billy Itule — CEO, Willie Itule Produce
• LinkedIn: https://www.linkedin.com/in/billyitule/
• Website: https://ituleproduce.com/about-us

🎧 Ways to Tune In

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In this episode of Grounded, host Lauren Mitchell brings together voices from across the produce supply chain to pull back the curtain on how sourcing really works—from forecasting and contracts to weather risk, communication, and collaboration. The conversation highlights the complexity behind everyday items like lettuce and broccoli and what national brands need to understand about volatility, planning, and partnership.
Stephanie Fyle is the President of Fresh Alliance, Ava Walker is a Contract Coordinator at Fresh Alliance, and Thomas Wheelus is the Director of Food Service at Tanimura & An Growers, bringing the grower, procurement, and contracting perspectives together at one table.

🔑5 Key Takeaways

1. Clear communication and accurate forecasting are the foundation of successful sourcing. Growers rely heavily on customer projections to plan planting cycles that can range from 65 to 80 days, making early and accurate volume planning essential.
2. Contracts help stabilize pricing—but they also share risk. Fixed-price contracts with escalation clauses allow restaurants to forecast menu pricing while protecting growers when weather or yield disruptions drive costs higher.
3. Weather and supply chain volatility require constant coordination and contingency planning. Growers use diversified growing regions and nursery strategies to buy time and maintain supply when fields are impacted by rain or other disruptions.
4. Strong partnerships are built on transparency and solutions—not just information. Procurement teams aim to communicate industry challenges quickly, but they prioritize bringing actionable alternatives to clients whenever possible.
5. Technology and traceability will shape the future of sourcing. From automation to full supply chain visibility, the industry is moving toward greater transparency, faster communication, and more collaborative decision-making.

Connect with the Guests

• Stephanie Fyle — President, Fresh Alliance
  • LinkedIn: https://www.linkedin.com/in/stephanie-williams-fyle-889134104/
  • Website: https://www.freshalliance.com/
• Ava Walker Davis — Contract Coordinator, Fresh Alliance
  • Website: https://www.freshalliance.com/
• Thomas Wheelus — Director of Food Service, Tanimura & Antle
  • LinkedIn: https://www.linkedin.com/in/thomas-wheelus-70863a51/
  • Website: https://www.taproduce.com/

Ways to Tune In

Transistor: https://www.groundedonthepod.com/
Spotify: https://open.spotify.com/show/2I7EoKaVff3SnW3CoIXjJ6
Apple Podcasts: https://podcasts.apple.com/us/podcast/grounded/id1680909033
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YouTube: https://www.youtube.com/@The-Grounded-Podcast

Episode Overview

What does it take to win in today’s restaurant landscape—and what mistakes are brands making along the way? In this episode of Grounded, the conversation dives deep into the realities shaping foodservice in 2026, from the “value frenzy” and shifting consumer behavior to the critical role of hospitality, technology, and brand identity.

Danny Klein, Vice President and Editorial Director at WTWH Media, joins the show to share frontline insights from years covering the restaurant industry and launching major events like the QSR Evolution Conference. He’s joined by Caitlin Webster, Director of National Accounts at Fresh Concepts, who brings a supplier-side perspective and asks the practical questions operators and vendors are facing every day. Together, they explore what separates thriving brands from struggling ones—and what leaders should focus on next.

5 Key Takeaways

1. Restaurants are competing in a “value frenzy,” but price alone won’t win. Consumers may be dining out less frequently, so brands must deliver both strong value and a memorable experience to stay relevant.
2. Technology should solve real problems—not just follow trends. Many brands rushed into kiosks and digital tools after COVID, but the winners are those using tech to support hospitality, not replace it.
3. Menu simplification is becoming a survival strategy. Rising costs are pushing operators to focus on core items they execute well, rather than maintaining large, complex menus.
4. Losing loyal customers is an early warning sign. If regular guests stop visiting, leaders should investigate immediately—often the issue is a drift from the brand’s original value proposition.
5. The most successful brands know exactly who they are. Companies like Texas Roadhouse and Chick-fil-A thrive because they stay consistent, protect their identity, and deliver reliably on the fundamentals.

💬 Quote of the Episode

🔗 Connect with the Guest(s)

• Danny Klein — Vice President and Editorial Director, WTWH Media
  • LinkedIn: https://www.linkedin.com/in/dannyklein14/
  • Website: https://www.wtwhmedia.com/

🎧 Ways to Tune In

Transistor: https://www.groundedonthepod.com/
Spotify: https://open.spotify.com/show/2I7EoKaVff3SnW3CoIXjJ6
Apple Podcasts: https://podcasts.apple.com/us/podcast/grounded/id1680909033
Amazon Music: https://music.amazon.com/podcasts/451edb13-5534-43ee-b46c-be36a7581460
iHeart Radio: https://www.iheart.com/podcast/269-grounded-281280581/
Podchaser: https://www.podchaser.com/podcasts/grounded-5259267
Stitcher: https://www.stitcher.com/show/1064441
YouTube: https://www.youtube.com/@The-Grounded-Podcast