On this episode of the playbook, I have Steve Bernardz, president and CEO of Mission Produce,

Mission Avocados, and he is on a mission.

How can you make Avocados fun and make millions of dollars around the world?

Join me for all of this and more on the playbook.

This is Entrepreneurs the Playbook.

For each week, I bring you some of the greatest athletes, celebrities, and entrepreneurs

to talk about their personal and professional playbook to success and what made them champions

on the field and in the board.

I'm your host, David Meltzer.

I have another legend here on the playbook, Steve Bernardz, president and CEO of Mission

Produce.

Welcome to the playbook, Steve.

Thanks, David.

Pleasure to be here.

You know, so much fun doing this because I get to see industries that don't look like

they're very much fun.

You know, I'm looking and doing research about mission produce and I'm like, gosh, you

know, the agriculture business.

This must not really be very exciting compared to, you know, all these great technologies

out there.

And yet, you know, the heart of agriculture is very close to the Silicon Valley.

A lot of it is, you know, throughout the corridor there.

...