Wholesum promotes Tina Federico to business development representative

Wholesum, Fair Trade certified growers and shippers of organic produce, recently promoted Tina Federico to business development representative. 

Tina-1Tina FedericoIn her new role, Federico will execute a growth strategy focused on sales goals, new customer acquisition and introducing new products to existing customers. Her new responsibilities will also include conducting research to identify customer needs and consumer trends, new customer onboarding, and working with the sales and marketing departments to develop and execute marketing campaigns.

“Wholesum would not be where we are today without Tina,” said Ricardo Crisantes, chief commercial officer of Wholesum. “She has been such an important asset to the sales team, and through the years she has proven her ability to help customers achieve their business goals while promoting Wholesum’s organic and Fair Trade programs.”

Federico has been a very valuable member of the Wholesum family for seven years — exhibiting exceptional growth and knowledge of the company. She started her career at Wholesum in November 2013 as a sales coordinator and then was promoted to national sales representative.  Her natural ability to nurture customer relationships makes her a distinguished member of the team and will lead to success in this position. She also has a deep understanding of sales and marketing with her bachelor’s degree in business with an emphasis in marketing.  

 “I love to research and plan, and this new position allows me to apply and expand my skills in those areas,” said Federico. “I believe that research and making strategic long-term plans will help Wholesum and our customers in the long run. I look forward to this new role, and I am excited for this new chapter at Wholesum.”


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