Fresh Farms names David Watson SVP of sales and marketing

Fresh Farms, a year-round grower and shipper in table grape and vegetable distribution has hired David Watson as its new senior vice president of sales and marketing. Watson will head the Arizona and California sales teams, leveraging his past experience to complement and improve sales strategies and current processes, said the company.

“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,” Watson said in a news release. “The grape industry is very dynamic and Fresh Farms is well positioned to help customers deliver on what their consumers are demanding.”

Watson brings more than 38 years of sales, sales management and marketing experience within the produce industry. His experience in the vegetable and deciduous categories at Chiquita Fresh and at Del Monte will allow Fresh Farms to play a larger role in the table grape and vegetable supply to the markets, the company added.

In his new position, Watson will focus on aligning sales and marketing efforts in order to achieve company goals, which the company said includes the continued growth of the business through the production of a superior product in volume, backed by exceptional customer service.

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