Jun 11, 2018

River Fresh Farms, River Fresh Logistics adds Joe Feldman

Veteran produce industry sales and marketing executive Joe Feldman has joined Salinas, California-based River Fresh Farms and River Fresh Logistics as general manager.

“I’ve known and respected Joe for more than 25 years,” said Vince Ballesteros, River Fresh CEO and founder. “He shares our vision, embodies our core values, and is one of the authentic leaders in our industry. He’s a perfect fit for our team and we’re thrilled to have him help us pursue new opportunities as we continue to grow and wow our customers.”

Rethinking the supply chain by offering global sourcing and consolidated logistics was the founding concept of River Fresh Farms. The model ensures year-round supply and gets crops to market faster, while reducing supply chain losses and shrink. In 2016, it was a novel idea. Today, labor and land shortages, Electronic Logging Device mandates, fewer transportation carriers and higher freight rates makes it a necessity, and River Fresh Farms is at the forefront.

“I’m very impressed with the model Vince has created, what the team has been able to accomplish, and how River Fresh Farms is strategically positioned to service our customers,” said Feldman. “We’re a solutions-based company, and we have the innovations and resources to address today’s—and tomorrow’s—produce industry challenges. I’m grateful for the opportunity and the company’s confidence in me to help execute River Fresh’s strategy and vision.”

In 2018, the company is accelerating the expansion of River Fresh Logistics to provide their supply chain expertise and innovations to help growers get their perishable crops to markets across the country faster. Feldman will be general manager of both entities.

“I’ve learned a lot from Joe over the years,” added Ballesteros. “He’s focused on the customer and brings passion, insight, creativity and an incredible work ethic to River Fresh. He’s the perfect fit for our team and family.”

Feldman can be reached at River Fresh Farms and River Fresh Logistics at (831) 998-7072.