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CHRIS HORRELL, 34 Director Of National Sales Love Beets USA LLC
HQ: Bala Cynwyd, PA
Hometown: Louisville, KY
Hobbies: Yoga, skiing, hiking, biking Personal: Boise Young Professionals Motto in life: Don’t think that everyone wants the same in life as you want.
Work history: Since joining Love Beets three years ago, Horrell has become an inte- gral part of the company and its leadership team. He first started in the produce busi-
ness in 2009 working as a sales assistant/ junior sales at Ayco Farms, Pompano Beach, FL. Between 2009 and 2012, he rose from sales assistant/junior sales to commodity salesperson selling off-shore melons, asparagus and peas. In 2013, he became the commodity manager for the import vegetable program that entailed leading an import and sales team to an increased gross profit margin from 7% to 9%. In 2015, he accepted the role of Western Regional Sales Manager at Love Beets USA and relocated to Boise, ID. Initially, he managed regional accounts on the West Coast, and in late 2016 he led the charge to the company’s nationwide listing in the Kroger stores. In 2017, he became national director of sales, which incorporates managing the compa- ny’s large national accounts as well as its entire regional sales team. In his first year, he increased sales significantly, achieving a 33% growth in gross sales year-on-year, and he has built a new, young and dynamic sales group. He and his team have expanded Love Beets to national coverage in the North American market and expanded out of conventional retail into other sales outlets to include mealkits, foodservice and online.
30 / JUNE 2019 / PRODUCE BUSINESS
Q: How did you begin working in the produce industry?
Upon graduating university, I first took a job in the logistics business and was shipping produce loads primarily from all the active growing regions — Salinas, CA, Nogales, AZ, and Yuma, AZ. I had always had a fasci- nation with agriculture, but after seeing just how fast-paced and dynamic the business was from a logistics standpoint, I decided to make the change to produce. It ended up being the best decision I made in my entire life. I will always be thankful to Avi and Yafit Nir (Ayco Farms) for giving me my first job in the produce business back in 2009. They took a chance on me and were the first to teach me about this industry.
Q: What do you know now you wish you knew when you first started your career? The produce business is much more than a “hammer and nail” job profile. When I first started, I was only focused on the present product inventories and my book of customers and how to sell what we had for
the best price. Long-term strategy, innova- tion and employee development are what make produce companies successful. This is much more than the present picture I used to only be focused on.
Q: What industry improvements would you like to see?
I would really like to see more produce companies invest in value innovation and product differentiation. We live in one of the most progressive countries in the world from a culinary standpoint, where there are always opportunities to introduce new prod- ucts and trends rather than just focusing on the current competitive landscape.
Q: What advice would you give someone new to the produce industry? The produce business is much more than the perceived notion of just moving commodi- ties from one place to another. Today, this business is as much about innovation, marketing and branding than ever before. Our industry is single-handedly responsible for shaping how chefs think about preparing meals and what Americans are eating.
DENISE JUNQUEIRO, 36 Director Of Marketing Mission Produce
HQ: Oxnard, CA
Hometown: Manteca, CA
Hobbies: Pilates, traveling, cooking Personal/Community: one daughter Motto in life: With faith, family and hard work anything is possible.
Work history: Junqueiro started working for the USDA while in college. She moved to the California Fig Advisory Board as the director of marketing and then to California Tree Fruit Agreement as the marketing coor- dinator. In that role, she also worked with the USDA FAS division on export programs for peaches, plums and nectarines from California. In 2010, she became director of programs and services, including inspec- tion and research, with the California Olive Committee. In 2016, she landed a posi- tion with Mission Produce as a customer marketing manager and within a year was promoted to director of marketing. Over the past three years, she has built a team poised to take on high-level programs within the avocado sector. She has served as a board or committee member for various organizations and is a graduate of the California Ag Lead- ership Foundation, Class 42. She holds a B.S. degree in agri-business and an MBA.
Q: What accomplishment are you most proud of in your career?
Creating solutions that bring value to the organization and our customers. In my previous life we created a reporting system that gave our growers real-time data, which changed the way they harvested. Providing the grower with a higher degree of real- time intel ended up increasing profitability for both the grower and packer, helped with waste reduction and provided more of consistency in quality.
Q: What industry improvements would you like to see?
We are seeing more companies utilize marketing efforts but not to their full capacity. It’s hard for many companies who haven’t fully tapped into marketing to understand what it can mean for their busi- ness. It should be a priority for companies.
Q: What advice would you give someone new to the produce industry? Just be all in. Know the direction you want to go, but be open and use every experience as an opportunity to learn. Don’t discredit what you can learn by starting at the bottom and doing what is needed. Get your hands dirty, be of service and a team player.
Q: What was the “aha” moment when you knew the produce industry was the best choice for you?
When I realized I enjoyed challenges and complexities. Every day, the produce industry presents a challenge and new complexity to untangle. You are never bored, and I love that.
Q: What are some of the more chal- lenging aspects of a career in the produce industry today?
You have to be up for the demanding nature of the industry. Produce is 24/7, and you have to be committed.
Q: What do you think is the biggest misconception about the produce industry by the public at large?
That produce is so expensive. When you really look at what it takes to get produce to market and on our tables, you wonder how it doesn’t cost more.
Q: What would you like consumers to know about the industry?
How much care and thought are actually going into making sure they have a safe, secure and abundant food supply.
Q: How has the industry changed during your tenure?
I have seen companies and producers become more flexible and move through market conditions and demands with less resistance and more ease. I have also seen this in myself.
Q: What has shocked or surprised you about the produce industry?
How small and big it really is.
‘What I know now is that long-term strategy, innovation and employee development are what make produce companies successful.’