Joe Feldman has joined River Fresh Farms and River Fresh Logistics as general manager. ( Photo courtesy River Fresh Farms )

Longtime vegetable salesman Joe Feldman is now the general manager at River Fresh Farms and its sister company, River Fresh Logistics, Salinas, Calif.

Feldman comes to River Fresh from Ocean Mist Farms, which he joined in 2005 as vice president of commodity sales, and was soon after promoted to vice president of sales and marketing when Maggie Bezart left the company.

“I’ve known and respected Joe for more than 25 years,” Vince Ballesteros, River Fresh CEO and founder, said in a news release. “He shares our vision, embodies our core values, and is one of the authentic leaders in our industry.”

Feldman began his career in the early 1980s at River Ranch Fresh Foods, where he was assistant sales manager and then sales manager. He left in 1999 to join Apio Produce Sales. Then, in 2002, he went to Pride of San Juan as vice president of sales. Feldman has been at Ocean Mist since 2005.

Since founding River Fresh in 2016, Ballesteros has focused on “global sourcing and consolidated logistics” in ensuring year-round supply while reducing shrink, according to the release.

“I’m very impressed with the model Vince has created, what the team has been able to accomplish and how River Fresh Farms is strategically positioned to service our customers,” Feldman said in the release.

The company is expanding River Fresh Logistics to provide supply chain expertise, and Feldman will be general manager of the logistics and farming operations, according to the release.