River Fresh expansion continues as David Martinez joins leadership team

Veteran produce industry sales executive David Martinez has joined River Fresh Farms as senior vice president of business development.David-Martinez-of-River-Fresh-Farms

"I’ve known and admired Dave for most of the more than 25 years he’s been leading produce sales and executive teams in the Salinas Valley," said Vince Ballesteros, River Fresh chief executive officer and founder. "We’re thrilled to now have his experience, energy and customer relationship focus on the River Fresh team."

Since 2011, Martinez had been vice president of sales at D’Arrigo Bros. of California, and played an instrumental role in its strategic and business planning initiatives.

In the newly created role at River Fresh, Martinez will lead the company’s continued national expansion, with a focus on building and maintaining relationships with retailers and foodservice providers, while developing new distribution channels. The company’s vice presidents of business development will now report to Martinez.

"I’m very excited to be joining Vince and the team at River Fresh Farms," said Martinez. "Everybody’s energy and enthusiasm are invigorating, but most important to me is the culture and commitment to customer service, along with the creative concepts they’ve developed to simplify the supply chain and better serve our clients. It’s a great opportunity for me to bring my vast experience to a smaller, rapidly growing company."  

"We’ve built our business on integrity, dependability and follow-through," said Ballesteros, "and Dave has built a reputation in these areas that is second to none."

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