Well established Avocado expert with 10+ years in the produce industry. Profit-driven, customer-focused, mature business executive with a successful background in the areas of Target Marketing, Public Relations, Creative Thinking, Strategic Sales, Flexible, yet decisive in providing leadership and direction in a competitive and volatile industry. Accomplished, broad-based businessman with a creative profit-driven spirit. Successfully created programs for different companies I have work with creating opportunities to work directly with growers from Mexico and Colombia. This has maximized relationships that have made a financial increase in the sourcing strategies that have benefit sales and revenues directly.
Overview
17
17
years of professional experience
Work History
Global Sourcing Manager
Westfalia Fruit Marketing International
Oxnard, CA
09.2022 - Current
Enhanced company purchasing strategies, growing from 13 loads per week to a consistent supply of 30 to 40 loads total per week from various countries of origin.
Oversee weekly demand planning, creating execution plans based on sales needs and historical trends.
Negotiate favorable terms with growers and partners to ensure long-term value.
Performed cost analysis, scenario modeling, and market trend analysis to drive competitive, value-driven procurement.
Lead procurement activities, including grower/partner selection, contract negotiations, performance management, and compliance.
Expanded global sourcing with Colombia and Peru, establishing relationships with growers to increase fruit availability for major retailers like Costco and Sam's Club.
Cultivated and maintained strong relationships with produce suppliers to ensure supply reliability and partnership value.
Financial Contribution:
Developed and executed procurement strategies, expanding volume and acquiring growers of all sizes.
Leveraged existing partnerships to implement cost-saving initiatives of $.25 to $.75 per box, such as profit-sharing programs, consignment deals with Mexico and reducing invoices by 2% upon arrival.
Managed purchasing strategies based on sales input, tracking key metrics to reduce costs by at least $.50 per box and enhance performance.
Created tailored Excel spread sheets to accommodate the companies’ goals in volumes to track, analyze and create an execution plan. Also to track market trends, cost, harvest levels, and any other possible barriers that could affect the goal of reducing waste in inventories.
Business Development Director
Calmich Produce Corp.
Lake Elsinore, CA
12.2020 - 09.2022
Started as a Business Development Manager and promoted to Director in less than a year. With multiple responsibilities managing the Sales team in the US, and simultaneously manage the operation at harvest and packing levels.
Mange to create a group of growers to work directly with them and market their product year-round creating strategies to successfully obtain the best returns possible, teaching them to see our strategies as a year-round strategy and not just on a weekly basis.
Brought in 4 different new USA companies between importers and wholesalers in the Avocado Industry.
Developed new business in existing markets and opened four entirely new regions.
Created new brand awareness, through marketing, and promoting the Calmich Box, sales materials, and sales replication.
Develop relationships with existing client base at all levels of the hierarchy, establishing brand awareness.
Managed all procurement driven RFPs with financial analysis & presentations.
Financial Contribution:
Built and managed a team of sales and account managers. Created highly interactive training at the application level, resulting in a significant increase in new sales. Increased sales by $3 to $5 million in 2020. As well as creating the sourcing to cover all the new business simultaneously.
Collaborated to create a good S&OP system starting to how to procure the fruit in the field and the whole process in between to create revenue in the sales department.
Process included, reducing cost by $.25-$.35 per box in the trucking transactions.
Finding a better warehouse facility that was more efficient, systems were in the right place, and a reduction in cost of $125 per pallet on warehouse fees.
USA Sales Representative
La Bonanza Avocados
Mission, TX
08.2019 - 11.2020
Successfully execute the main goal of a Mexican company to enter directly with Retailers and wholesalers in the USA.
Made presentations of profitable programs to potential and existing customers.
Notify and assist Mexico packing house, operations and sales support persons by communication of customer's needs and preferences.
Organize and aid with special sales and promotions.
Identify and target new business development in the retail and wholesale community.
Promote and secure business-to-business sales.
Attend all sales meetings and appointments (on time, punctual).
Responsible for individual accounts sales and gross profit.
Travel to industry trade shows and customer face to face meetings.
Financial Contribution:
Helped in the SO&P process to get started in the United States, creating better ways to buy efficiently, find a cost-saving approach to trucking and the warehouse facility, to optimize the sales strategies and generate profits.
International Avocado Buyer
Index Fresh
Riverside, CA
08.2015 - 07.2019
Coordinate the purchasing of Avocados from Latin America with the focus of Mexico effectively sourcing 60+ loads on a weekly basis.
Developed new weekly strategies to work effectively with packers and work together as a team and not just as two different companies.
Communicate daily with the suppliers in Mexico to arrange prices, pack styles, sizes, quality and logistics of the Avocados.
Attend daily morning meeting with the sales department to get a better understanding of that specific day’s selling strategy.
Daily market analysis to better project purchasing opportunities and predict changes in volumes or inventories that will affect directly the price of Avocados.
Travel to Mexico 5 to 8 times a year to have the direct communication with the packers, to create strategies to be ahead of the challenges that we see daily of the Avocado Market.
Financial Contribution:
Knowledge in the administrative area of the process, creating Excel spread sheets to maximize and speed up the buying process.
Managed relationships to procure 120 loads a week only out of Mexico, based on demand projections.
Executive Manager/Owner
JVP Produce
07.2009 - Current
Oversees transitions and tracking of overseas perishable products from and to Latin America.
Coordinate vessel companies and ground logistics transfer on a national and international basis.
Communicate daily with customers to sell the products available on any specific season.
Process voucher invoices and purchase orders for clients.
Responsible for orchestrating payment arrangements and providing clients with credit, conduct research on vessel insurance policies, pricing, cut-off deadlines for pier and passage.
Participate in overseas travels to supervise the process of freight shipments. Determines annual unit and gross-profit plans by implementing marketing strategies; analyzing trends and results; establish sales objectives by forecasting and developing annual sales quotas and projecting expected sales volume and profit for existing and new products.
Implemented national and international sales programs by developing field sales action plans; establish and adjust selling prices by monitoring costs, competition, supply and demand; contribute to team effort by accomplishing related results as needed.
Performed quality assurance on product to make sure we avoid damage losses.
Provide budgeting services guiding companies on cost savings on several areas of the business.
Education
2 Years - Business Administration
Chaffee college
California
How to run a profitable business -
California Baptist University
Skills
Bilingual (English and Spanish)
Sales and Purchasing Director
Import/Export Director
Leadership
Critical Thinking
Punctuality
Excellent Follow-up
Time Management
Meeting Sales Goals
Negotiation
Selling to Customer Needs
Demand Planning
Coaching
Market Knowledge
Developing Budgets
Tech Support
Customer Service
Proficient MS Office Suite (Word, Excel, Outlook, Power Point) (Mac and PC)