KINGSBURG, CA - Bringing a wealth of produce industry expertise to the Fresh Farms leadership team, David Watson was recently named as the year-round grower and shipper’s new Senior Vice President of Sales and Marketing. In this position, he will head the company’s Arizona and California sales teams while improving sales strategies and processes.

“The opportunity to join Fresh Farms and to work alongside the Molina family is exciting and comes at a time when Fresh Farms can accelerate growth in innovation and year-round capabilities across multiple product lines,” said Watson. “The grape industry is very dynamic, and Fresh Farms is well-positioned to help customers deliver on what their consumers are demanding.”

Stepping into his new role, Watson brings with him over 38 years of experience in sales, sales management, and marketing in the produce industry, a press release noted. Throughout his career, he has worked in the vegetable and deciduous categories at Chiquita Fresh and Fresh Del Monte Produce, allowing him to bring valuable insight to Fresh Farms.

As SVP of Sales and Marketing, Watson will mainly focus on aligning sales and marketing efforts in order to achieve company goals, including continued growth of the Fresh Farms business by producing superior products in volume and backing them with exceptional customer service.

Juan Pablo Molina, Chief Executive Officer, commented on Watson’s appointment.

“David’s vast experience, customer-centric market knowledge, and management experience are uniquely suited for our company today,” he said. “We are truly excited to see the potential of his addition and to the leadership he will bring to our team.”

Congratulations to David Watson on this exciting new path!

Fresh Farms