ANAHEIM, CA - Congratulations are in order for one industry leader. Sara Rueda, Director of Business Development at Frieda’s Branded Produce, was recently honored with an industry award. The award highlights emerging leaders in the grocery industry who are driving growth, championing innovation, and ensuring the sector’s long-term sustainability.

Since joining Frieda’s in 2023, Rueda has spearheaded transformative projects across key specialty produce categories, including dragon fruit, lychee, guava, mangosteen, and rambutan. Her wealth of experience and unique global perspective from her past positions in sales and management at Coca-Cola across the U.S. and China have been essential to her successful vision for these projects.

According to a press release, she launched her journey in the produce industry with her previous company, Triple H Produce, as the first female salesperson, where she later advanced to Director of Sales and built their inaugural sales team.

“Sara’s leadership and passion for enhancing the consumer experience, retailers’ sales, and our growers’ returns with specialty produce is evident in every initiative she leads,” shares Alex Jackson, Vice President of Sales and Marketing.

As a high-achiever originally from Colombia, Rueda overcame cultural and language challenges throughout her career, which now influences her leadership at Frieda’s. Her hands-on approach, belief in potential, and commitment to creating meaningful experiences have set her apart as a leader within the company and the wider industry. She has learned to become even more adaptable as she grows at Frieda’s.

“We’re thrilled to see Sara’s remarkable contributions recognized with the GenNext honor,” says Jackson. “Her relentless drive, coupled with a deep respect for the people she works with—from team members to clients and growers—makes her an invaluable asset. She embodies Frieda’s pioneering spirit, and we look forward to all she will accomplish as a leader in the fresh produce industry.”

The 2024 Progressive Grocer GenNext award represents an exciting future for grocery, with Rueda and her fellow honorees advancing their organizations while elevating the entire grocery sector.

Cheers to Sara Rueda!