SALINAS, CA - Prepare for exciting things in the value-added sector! Naturipe Farms is strengthening this arm of its operations, welcoming Matthew Lyons to the role of Director of Business Development, Value-Added Fresh.

“Working with a household name in the berry industry is exciting in its own right, but I am truly excited to work with the Value-Added team as we expand Naturipe’s reach into healthier produce-forward snack and meal options,” said Lyons. “I’ve enjoyed a partnership with the Naturipe team over the years, and I am honored to now stand beside them in this role.”

Lyons will now oversee the supplier’s Value-Added Fresh division as Naturipe expands its footprint in the foodservice, quick-serve, and retail channels, in addition to contributing to new product development.

The distinguished food industry professional brings over three decades of experience to the role. According to a press release, Lyons most recently held the role of Director of Sourcing at Produce Alliance, where he supported customer proposals, client design and optimizations, and new channel endeavors. He also spent nearly six years with Starbucks Coffee Company as a Sourcing Manager.

In his first two decades in the industry, Lyons worked at River Ranch Fresh Foods in multiple operation divisions, including sales and development. His extensive experience also includes nine years of working with Naturipe Farms as a customer.

In this newly appointed role, Lyons will report to Steven Ware, Vice President and General Manager of Value-Added Fresh.

“We are enthusiastic for Matthew to join our Value-Added team here at Naturipe,” Ware said. “He comes with not only an extensive knowledge of the food industry, but also with a unique perspective on Naturipe from his time as a customer. The team believes he will play a key role in the expansion of the brand in new product development and sourcing.”

Congratulations to Matthew Lyons!

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Naturipe Farms