PHOENIX, AZ - Wade Pruter is making moves. Previously Director of Produce Operations for Strack & Van Til, the industry veteran has joined FreshPack Produce as the new Account Executive for the Midwest. Covering Nebraska down through Texas, Wade will be managing and overseeing customers while also looking to bring new business into the fold.

The experience of having worked on both the buy-side and the supply-side of the industry will greatly inform this new opportunity, Wade tells me, as we discuss the company’s vision and direction.

“I think I bring a different perspective to the Account Executive role, as most of my career has resided in retail. I’ve worked in the ‘Mom and Pop’ shops and I have sat in the Director’s chair so I know how to relate and talk to all sectors of the industry,” Wade tells me as we speak about how he hopes to define his role. “I think people will find I’m not the typical sales guy, I am not all about the sale. For me, it is about customer service and aligning our goals and initiatives for future growth. If it helps grow our customers’ sales, it’ll be a win-win for both of us.”

Wade’s repertoire also includes time at Albert's Organics where he was the Business Manager for nearly three years in the greater Denver, Colorado area. Additional endeavors include Produce Director of Earth Fare and Produce Merchandiser and Category Manager for The Fresh Market. As for FreshPack, the company’s portfolio currently includes both conventional and organic produce, covering a multitude of categories.

“We sell everything from apples to zucchini and we love taking care of our customers. It’s fun to be surrounded by others with the same passion. Organic produce is also a huge opportunity, especially through the midwest, and we want to fill that need,” Wade says.

When I ask him what differentiates the company, Wade says, “We’re still privately owned with very little overhead at the top, which makes us lean and nimble. There are not a lot of politics in the company and we can turn on a dime and make quick decisions.”

The company distributes to retail, foodservice, schools, military, and Co-op’s. The FreshPack team also donates distressed produce (a.k.a. imperfect produce) as well.

“We’re not just a place that customers buy produce from... We build partnerships, trust, and long-term relationships, and often become part of their families,” he adds. “I think our passion and efforts are seen by our customers, which is why we’re still growing.”

Currently, the company has four divisions in Dallas, Denver, New Mexico and Arizona, with coverage in more than 16 states:

Congratulations to Wade and the growing team at FreshPack Produce. Stay tuned for more as the company sets forth on its growth initiatives.