SACRAMENTO, CA - A new Retail Sales Director is joining General Produce’s leadership team. Brian Arbini has been named as the wholesale distributor’s new Retail Sales Director, a position in which he will help grow the retail sales division of General Produce.

With this growth goal ahead of him, Arbini will be pulling from his past industry experience to help General Produce reach new heights. As a decorated industry veteran, he will bring his strengths and passion for cultivating partnerships and forging new relationships to the role of Retail Sales Director, according to a press release.

“We are delighted to have an individual of Brian’s caliber to lead us into the future,” said Jeff Sacchini, CEO. “I’ve been fortunate enough to have worked closely with Brian in the past and know that he brings a wealth of knowledge, a real positive energy, and knows how to build strong relationships.”

In addition, Arbini will help further build General Produce’s strong retail market presence. Specifically, with an eye on the future, Arbini will lead the produce powerhouse’s expansion in the retail market.

Prior to joining General Produce’s team, Arbini served in a variety of roles in the retail sales arena. Most recently, he worked with Lipman Family Farms, where he gained a strategic perspective on profitable growth. His accolades also include attracting talent and strengthening the development of produce programs.

“Many of the Northern California communities we service are in outlying and remote areas. We did not skip a beat during the height of COVID-19 issues,” said Tom Chan, third-generation Owner and Partner. “Our commitment and execution to our employees, growers, shippers, and retailers during this pandemic crisis was remarkable. We have confidence that Brian will continue our tradition of exceptional service and expand our retail program to a new level.”

Congratulations to Brian Arbini on his new role!

General Produce