Welcome to AFFI’s new series celebrating the trailblazers from the Creating Opportunities for Outstanding Leaders (COOL) Program. The COOL Program is a dynamic leadership development initiative crafted exclusively for professionals in the frozen food industry, offering science-backed training to support key employability skills such as solution-focused thinking, communication mastery and emotional intelligence. Participants also gain access to team building and networking events at AFFI-CON, as well as company and COOL member recognition in the AFFI-CON printed directory.
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Enrollment is now open for the COOL Program! COOL Women and COOL Leaders, our co-ed program, offer participants practical skills to grow and succeed, with flexible in-person and hybrid options to fit any schedule. Click here to learn more.
COOL Women kick-off at AFFI-CON 2026 with a dynamic team building session and a networking happy hour where we’ll honor AFFI’s Woman of the Year. COOL Leaders dive into five engaging virtual sessions before joining the COOL Women for an in-person graduation at AFFI’s Government Action Summit in Washington, D.C. Take the next step in your leadership journey and enroll today!
Through this series, we’ll introduce you to some of the inspiring participants who are redefining leadership in frozen foods. We’re shining the spotlight on Joselyn Villalobos, CEO of VISAFRUIT LLC, and her COOL journey. Read on to learn more about Joselyn, how COOL has helped her grow her skills, and her advice to other women in the frozen food industry.
Tell us more about your company and your role in the frozen food industry.
I am Joselyn Villalobos, CEO of VISAFRUIT LLC, a Costa Rican family-owned company with over 35 years of experience in the production, packaging, and export of fresh, frozen, and dried pineapples and tubers. Our company is known for high-quality tropical products, and we have successfully expanded our presence in North America, growing our sales from less than 10% to over 70% of total revenue within five years.
In my role as CEO, I oversee operations, sales strategy, and business development. I’ve led key projects such as the launch of our Tropi Snack brand, which won the Marketing Innovation Award from PROCOMER, and the establishment of a $10 million frozen pineapple facility that became profitable shortly after opening. My work focuses on driving innovation, expanding international markets, and ensuring the highest standards in frozen food production.
I’m passionate about the frozen food industry because it allows us to extend the shelf life of our pineapples and reduce waste.
How has COOL helped you grow skills such as leadership, confidence, or perspective? Why is that growth in these areas meaningful to you?
COOL has helped me strengthen my leadership skills by giving me practical tools to lead with more confidence, clarity, and empathy. The program also expanded my perspective by allowing me to learn from other women in the frozen food industry who face similar challenges, which reassured me that I’m not alone in this journey.
This growth is meaningful to me because it not only makes me a better leader within my company but also allows me to mentor and inspire other women in the industry. Having more confidence, stronger leadership, and a broader perspective helps me create a positive impact both inside my organization and in the wider frozen food community.
What advice would you give to other women in the frozen food industry who are considering joining COOL?
My advice to another woman in the frozen food industry who are considering joining COOL is: Go for it. The program is an excellent opportunity to grow as a leader, connect with other inspiring women in our industry, and build meaningful networks. I found the hybrid format to be excellent, combining flexibility with rich interaction. Most importantly, COOL helps you develop greater self-awareness, which is essential for both personal and professional growth.
Looking ahead, how do you plan to carry forward what you’ve learned in COOL?
Looking ahead, I plan to carry forward what I’ve learned in COOL by continuing to elevate women’s leadership in the food industry, applying the tools and strategies to strengthen my role as CEO, and mentoring other women in their professional journeys. I want to put into practice the lessons on collaboration, resilience, and innovation to create long-term impact within my company and the broader frozen food sector.
I also really enjoyed learning the essential employability skills, which I keep at my desk as a daily reminder and actively try to practice:
- Communication
- Teamwork and collaboration
- Problem-solving
- Adaptability and flexibility
- Time management and organization
- Work ethic
- Leadership and initiative
- Interpersonal skills
- Technical and digital literacy
- Emotional intelligence
Can you share a memorable moment or insight from the program that has stayed with you?
What I loved about the program was that we shared real-life experiences and situations that leaders often face, and together we gave each other advice and support. One insight that has stayed with me is the recommendation that when you are going through a difficult moment, it can be helpful to take a pause whether by listening to music, enjoying something sweet like chocolate, or taking a short walk before giving a response. It reminded me of the importance of self-awareness and emotional balance in leadership.
Stay tuned to learn more about our COOL Women! To register for one of our COOL Programs, please contact Haley Clark, director of business development at AFFI, to learn more about both available programs.
