2025 Impact Awards: Derek Peterson

DEREK PETERSON

Vice president of sales and operations, Wilcox Fresh

Hometown: Ovid, Idaho

In some ways, Derek Peterson has been training for his current role his entire life. Growing up in Bear Lake Valley in southeast Idaho, Peterson helped out at the family grocery store in Montpelier, stocking shelves and bagging groceries throughout his teenage years.

“Both of my grandparents operated small beef and dairy operations as well, so I had a lot of exposure to ag and the food business,” Peterson said. “In college, I pursued a degree in agribusiness and knew that I wanted to work somewhere between ag and food distribution.”

Peterson made another fortuitous decision at Utah State University, where he met and married his wife Andrea, who came from a family potato farm in Rexburg, Idaho. After graduation, Peterson took a job working with his wife’s father, selling potatoes at Wilcox Fresh, in 2006.

He’s been with the varietal potato grower and wholesaler ever since.

“The best thing about my job is getting to meet, work and build relationships with people from all over the country and the world,” Peterson said. “The potato industry is full of genuine, honest and hard- working people.”

He builds industry connections through his work with local, state and national organizations. Peterson has served on the board of the Idaho Grower Shipper Association since 2014 and chaired the Idaho Potato Commission marketing committee in 2013.

“My biggest influence has been working with my father-in-law, Lynn Wilcox,” Peterson said. “He has mentored me and provided me with opportunities to learn and grow both in the potato and produce industry. I lost my father when I was 20, so Lynn has had the most impact on my adult and professional life.”

Throughout his potato-focused path, Peterson has tried to put into practice the best advice he’s received. 

“Surround yourself with people smarter than yourself,” he said. “You don’t need to be the smartest person in the room — just smart enough to recognize people’s strengths and help others grow and develop.”