SALINAS, CA - River Fresh Farms and River Fresh Logistics announced industry veteran and marketing executive Joe Feldman is joining its team as General Manager. Feldman, as General Manager of both entities, will continue to help River Fresh Farms accelerate the expansion of River Fresh Logistics as a means to help growers get perishable crops to markets across the country faster, which has been a focus for the company this year.

“I’ve known and respected Joe for more than 25 years,” said Vince Ballesteros, CEO and Founder of River Fresh. “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. I’ve learned a lot from Joe over the years. 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.”

River Fresh Farms’ founding concept was rethinking the supply chain via global sourcing and consolidated logistics. This model ensures year-round supply and gets crops to market faster while reducing supply chain losses and shrink. And, with fewer transportation carriers and higher freight rates these days, River Fresh’s model is more necessary than ever, according to a press release.

“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.”

Congratulations, Joe Feldman, on this new journey!

River Fresh Farms