Prime Time Produce has tapped Nicole Bryon to be its head of sustainability and social responsibility, signaling a deeper investment in environmental performance, transparency and community impact across the company’s operations. Bryon, who brings extensive experience in climate policy, compliance leadership and environmental data analysis, will help guide Prime Time’s next phase of intentional, focused work in this area.

Her appointment comes as the company adopts a more rigorous, data-driven approach to understanding and improving its environmental and community footprint. Prime Time has begun laying the groundwork for clearer benchmarks that will support meaningful targets and long-term accountability. For the company, these efforts are not a marketing checkbox but an evolving commitment — recognizing both the progress already under way and the distance still ahead. The focus is on continuous advancement rooted in authenticity, not perfection.

“This role comes at an important time for Prime Time,” said Mike Way, president and CEO. “As we took a step back and reflected on our operations, we recognized that while we’re doing many things right, there are areas where we can, and should, do better. Creating this role was a deliberate decision to acknowledge those gaps and approach them thoughtfully. Nicole’s work will help us turn reflection into action, ensure our progress is genuine, and support a culture focused on being more responsible, more transparent and better every day."

Bryon will focus on reducing emissions across Prime Time’s operations, improving data collection in its growing and packing regions, and developing standardized tools that strengthen internal reporting and transparency for customers and partners. Her work will also include leading packaging initiatives, such as evaluating recyclable materials, running trials for lower-impact options and identifying ways to reduce waste in both field and packhouse settings.

“What drew me to Prime Time is their top-down commitment in this space. I believe sustainability is most effective when it’s built on clear priorities, solid data and accountability,” Bryon said. “At Prime Time, I’m focused on strengthening that foundation, using measurable insights to guide decisions and providing teams with practical tools that embed environmental responsibility and social accountability into daily operations.”

Prime Time is also beginning the groundwork for its first comprehensive sustainability report, planned for release in 2027. The baseline assessment will map the company’s carbon footprint, water use, packaging impact and community efforts to ensure that future goals are rooted in real data rather than assumptions or aspirational targets.