Jim Prevor, founder of Produce Business magazine, has passed away at age 61 from heart failure.
As a fourth-generation produce industry veteran, he made his mark as a journalist who applied a keen intellect and analytical mind to the daily workings of the buying end of the trade. He founded Produce Business in 1985.
“The staff of Produce Business, our company, Phoenix Media Network, and the global perishable food industry, will feel a tremendous void in his absence,” said Ken Whitacre, EVP and publisher, in a statement. “Jim was larger-than-life and, as such, his spirit will forever be with us, and we will honor his legacy by carrying on his passion and mission to ‘initiate industry improvement’.”
Prevor's “Fruits of Thought” column garnered more than 100 awards in business journalism, including the Timothy White Award for Editorial Integrity, which recognized Prevor’s commanding presence and leadership during the Great Spinach Crisis of 2006. His website also became a platform consulted by news outlets outside of the industry.
His insights regarding the fresh produce industry were featured in many daily news publications including The New York Times, Wall Street Journal, and Weekly Standard.
Prevor’s entrepreneurial spirit carried forward with other buyer-oriented publications created in the fresh food arena, and in 2010, he launched the New York Produce Show and Conference.
Prevor is survived by his wife Debbie, sons William and Matthew, extended family, and friends. A special tribute to his contributions to the industry will be held at the upcoming New York Produce Show and Conference in Manhattan, taking place November 29 to December 2.