Farewell from Departing Executive Director Hugo Mogollon
When I joined FRESHFARM in 2019, the organization was navigating a challenging transition after 18 years of leadership under co-founders Ann Yonkers and Bernadine Prince. I stepped into the role of Executive Director as FRESHFARM merged with Community Foodworks, where I had served as Executive Director for five years.
I was tasked with unifying two missions, two teams, and two identities into a cohesive whole. Over the past five years, I’ve led FRESHFARM through a transformative journey marked by growth, resilience, and impact.
As I prepare to step away, I want to reflect on what I’ve learned, what inspired me, and what lies ahead for FRESHFARM.
What Have I Learned?
Leading through change has been one of my most valuable lessons at FRESHFARM. We have expanded, evolved, and faced challenges that demanded significant adaptation. Change is inevitable, yet we humans naturally resist it. I learned the only way to remain successful and relevant is to create a culture that embraces malleability.
We often had to adapt quickly and make decisions with limited information. This is best exemplified by our operational pivots at markets, FoodPrints, and the Pop-Up Food Hub during the Covid-19 pandemic. This approach is grounded in trust, flexibility, and action has become part of our organizational culture, and has allowed us to navigate uncertainty effectively.
I have learned that fostering a flatter, more collaborative organization is the best way to cultivate adaptability. A cornerstone of my work has been promoting a less hierarchical culture, where decisions are guided by expertise and shared knowledge rather than flowing from the top. This collaborative approach has strengthened our resilience and ensured that change is not something we fear but face together.
What Surprised Me the Most?
Over the last five years at FRESHFARM and my decade working in food systems, the incredibly tight-knit community dedicated to this work continues to surprise me. There is a deeply interconnected network of organizations and people working across the food system to serve producers and consumers, fight for food justice, and promote health in our communities.
I also was surprised by the incredible camaraderie among fellow leaders in the food system space. They showed me the ropes and offered their partnership. I found it remarkable that a dedicated group of funders and government officials believed so strongly in the importance of building a stronger regional food system. Their trust and support were key in helping us achieve what we have today.
What Inspired Me?
Inspiration is easy to find at FRESHFARM. Every farmer and producer has a unique story, whether it is a producer’s dream of starting a business and graduating to open their first brick-and-mortar location or farmers buying new land or expanding their operations. I have seen farmers raise their children at our markets, build better futures for their families, and recover from devastating losses. I am especially uplifted by the farmers who worked with the Pop-Up Food Hub and at our farm stands to help us reach underserved communities.
I have been inspired by the incredible people who dedicate their lives to providing experiential nutrition education to children. Watching children light up after tasting homegrown kale or freshly picked strawberries for the first time or leaving the gardens filled with fresh ideas and opportunities to grow never fails to move me.
I have been inspired by staff members who overcame incredible odds to find professional growth within our organization and others who used FRESHFARM as a platform to fulfill their dreams and bring fresh, local food to their communities. In my ten years in the movement, I watched my staff grow, start families, and even leave for new opportunities while expressing gratitude and love for our work, which has been one of the most fulfilling aspects of my role.
Finally, I have been inspired by the creativity and determination of the people who started this organization and each one of our programs. Their ability to think outside the box and transform challenges into opportunities has shown me that innovation is not just about big ideas. It is about executing those ideas with heart, intention, and a deep commitment to the communities we serve.
What Was the Hardest?
Thousands of people depend on our markets, schools, and food access and delivery services. At the same time, investing in our internal capabilities and administrative systems is essential to building a strong, sustainable organization. Finding the balance between organizational investments and meeting the increasing demand for our services has been one of the most challenging aspects of leadership.
Crucially, we have found a way to strike that balance without compromising our mission. In 2024, we had our most impactful year yet. Farmers and food businesses generated $30 million in revenue at our markets. We distributed more than $1.2 million in food to institutions, food-insecure residents spent more than $1 million in food benefits and incentives for healthy, local food, and 8,000 children received experiential nutrition education. This success is proof that operational excellence and mission-driven work can thrive together.
What Was the Most Exciting?
The most exciting part of my tenure was building FRESHFARM’s leadership team. When I began, the organization faced significant staffing challenges. Most senior leadership had departed, and Community Foodworks, as a younger entity, was not yet equipped to support an expanded leadership structure. However, the talent within our teams helped us achieve rocket-speed growth.
Sara Hjelstrom, Nick Stavely, Dalila Boclin, Joni Celiz, and Julie Margolies grew alongside me, embodying the energy and vision propelling Community Foodworks. Over the years, I prioritized building a mission-aligned leadership team with deep expertise and strong regional reputations. I vividly recall my conversations with each member about the opportunities and challenges of joining our team. I also remember every departure and the lasting contributions of those who helped lay the foundation we stand on today.
With FRESHFARM’s Jenn Mampara leading FoodPrints and the Community Foodworks staff that joined the merged organization, we’ve built an incredible leadership team that includes Juliet Glass, Rebecca Chávez, Caron Gremont, Renee Catacalos, and, most recently, Beth Bacon. Each has played a crucial role in shaping FRESHFARM’s success. Today, this team provides stability, institutional knowledge, and the skills necessary to guide FRESHFARM’s continued growth and impact.
What’s Ahead for FRESHFARM?
FRESHFARM began nearly three decades ago with the seed of an idea that has grown into an incredibly fruitful organization. I am so proud of being part of this story. We have transformed the Mid-Atlantic food system and emerged as a national leader in the food space. I am proud to leave FRESHFARM in a stronger position than when I joined. We have built a solid foundation with a clear strategic plan, robust internal systems, and financial stability.
The organization is well-positioned for its next chapter. With a new leader, FRESHFARM will continue to elevate its public profile, expand its network of major donors, and secure the significant investments needed to face new challenges and drive its next phase of nourishing our food future.
Sincerely,
