Coworking with Christina Ritter

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Christina Ritter is head of brand marketing at fruit bar brand That’s It.

How would you describe your job to someone who doesn’t work in retail? I help more people eat real fruit. Only 1 in 12 Americans get their daily servings, so my job is to make fruit easy and exciting—through snacks you can grab anywhere, from the grocery store to your kid’s lunchbox.

One thing we can’t guess about your job from your LinkedIn profile? Mom of two toddlers! Avid roadtripper/RVer.

What’s your favorite project you’ve worked on? My favorite project has been building our registered dietitian program. It connects us with thousands of health professionals who genuinely care about helping people eat better—and they love our brand because it’s simple, real, and actually delivers on what it promises. Seeing their passion and how they bring our products to families, hospitals, and schools makes the work feel really meaningful.

Which emerging retail trend are you most excited about right now, and why? I’m excited about how retailers are leaning into real ingredient transparency and functional wellness. Shoppers are paying closer attention to what’s actually in their food, and retailers are responding by giving space to brands that deliver on that promise. For us, that means more opportunities to get real fruit—not fruit-flavored snacks—into people’s hands.

What’s your go-to coffee order? Venti Americano, usually. Though in the fall, it’s definitely a venti PSL, extra shot, three pumps of pumpkin sauce, almond milk, and light whipped cream.

Worst piece of advice you’ve received? The worst piece of advice I ever received was to “Stay in your lane.” Growth happens when you step outside your lane—ask questions, challenge assumptions, and connect dots across departments. Some of the best ideas I’ve been part of came from looking beyond what was technically “my job.”

What was your favorite retail product when you were 15, and what’s your favorite retail product now? When I was 15, my favorite product was probably a Cherry Coke—I loved the flavor and fun of it, and health honestly wasn’t on my radar at all back then. Now I’m horrified looking back at how much sugar I was drinking! These days, I’m obsessed with Juni. They’re carbonated teas with a touch of caffeine, plus lion’s mane and other nootropic ingredients. They give me that same sense of fun and flavor, but with ingredients that actually make me feel good.