Richter named CEO of Wilcox Fresh

Jim Richter has been promoted to chief executive officer at Wilcox Fresh, based in Rexburg, ID. Richter has worked at Wilcox for seven years, most recently as executive vice president of sales and marketing.

Earlier at Wilcox, Richter had been senior vice president of category management. While at Wilcox, he also became an owner partner with Lynn Wilcox and Mike Hart at Northeast Distribution Services LLC in South Portland, ME. At NEDS, the business focuses on improving supply chain efficiencies through potato packing, distribution programs, cross-docking and re-works for customers in the Northeast.

Jim RichterAs the new CEO, Richter's vision will continue the focus on quality, service and partnerships with customers and strategic business alliances, according to a company press release.

In addition, a top priority is Wilcox 2025 with team and leadership development for the next generation of management at the company.

With a company legacy starting in 1948, Richter wants to use industry resources like the PMA Foundation for leadership development and its programs to develop a career ladder within the company, according to the press release.

Other key initiatives include expansion of the Wilcox business partner network, improving supply chain management with expanded distribution, and developing the "Mother Earth Fresh" brand in organics and tropical fruit items. The continued growth of value-added programs, like Potato Jazz, are also important to future product development.

Prior to joining Wilcox Fresh, Richter worked on the retail side of the industry at HEB, Marsh Supermarkets, Randall's Food Markets, and 7-Eleven in a variety of progressive leadership positions, including the titles of vice president of produce, vice president of perishables and vice president of fresh. He earned his bachelor's degree in management from the University of Texas-Austin and currently serves on the PMA Foundation Board of Directors.