The VP Sales, Fresh Produce - West Retail is responsible for driving revenue growth, profitable market share, and long-term customer partnerships. This role owns retail customer strategy, sales performance, while ensuring alignment with Operations, Supply Chain, Quality, and Marketing to deliver best-in-class service and product execution. This individual must have an entrepreneurial spirit, a passion for food and a focus on building a strong fresh foods sales culture. This business is complex and requires strong critical thinking skills. Cross functional collaboration is a must.   

Success in this role will be measured by revenue growth, margin performance, expansion of F&S’s business into new accounts and customer satisfaction.   The role is West Coast based. 

 Sales Strategy & Growth: 

• Develop and execute a retail sales strategy aligned with the company’s annual and long-range growth targets. 
• Deliver annual revenue, profitability, and market share objectives. 
• Identify and prioritize growth opportunities by channel, customer, category, and SKU. 
• Lead annual planning process with EVP, forecasting, and budget development. 
• Monitor competitive activity, pricing, and market trends; translate insights into actionable plans. 
• Provide clear, data-backed recommendations to executive leadership. 

Retail Customer Leadership: 

• Own senior-level relationships with key retail partners 
• Establish and execute joint business plans (JBP) with priority accounts. 
• Drive customer-specific pricing, promotions, and assortment strategies. 
• Ensure flawless execution of sold-in programs and promotional commitments. 
• Partner cross-functionally to ensure on-time delivery, quality compliance, and service performance. 
• Lead resolution of escalated customer issues with solution-oriented feedback 

Sales Team Leadership & Development: 

• Lead, coach, and develop a high-performing retail sales organization  
• Set clear performance expectations and accountability at all levels 
• Build succession plans and strengthen the sales talent pipeline, through performance planning and active recruiting.  
• Foster a performance-driven, customer-centric culture 
• Ensure consistent selling discipline and CRM usage 

Sales Operation & Enablement: 

• Oversee end-to-end sales execution from planning to account management. 
• Work with EVP on improved sales processes, tools, and reporting. 
• Review strategic planning process and performance evaluations; drive change where needed. 
• Improve sales efficiency through process simplification and data discipline 

• Bachelor’s degree required 
• 15+ years of progressive retail sales leadership experience, preferably in fresh food, produce and Deli preferred. 
• Proven success managing national and regional retail customers such as Costco, Starbucks, Albertsons and Trader Joes   
• Strong financial acumen and pricing discipline, with a focus on topline growth with bottom line focus 
• Executive presence with the ability to influence internally and externally. 
• Proven track record of consistently achieving and exceeding sales and margin targets.
• Strong capability to build trusted, executive-level relationships with retail partners and influence outcomes.
• Collaborative, enterprise-focused mindset with integrity, ethical judgment, and sound decision-making.
• Travel is required, most West coast focused, but potential East Coast travel for customer meetings/shows and corporate meetings a few times a year  

Join the Fresh Revolution with F&S Fresh Foods!

Headquartered in Vineland, NJ, F&S Fresh Foods is leading the way in fresh-cut fruit, vegetables, and meal solutions distribution. With the recent acquisition of five additional state-of-the-art facilities strategically located across the U.S., we now deliver to customers across the United States and Canada —every single day!

For over 40 years, we’ve been redefining production and safety processes, building strong partnerships, and creating endless possibilities for our diverse customers—from restaurants and supermarket prepared food operations to convenience store chains and beyond. At F&S, we are fueling families with nutrition, innovation, and convenience, turning meals into memorable moments. By combining cutting-edge technology, deep-rooted customer relationships, and operational excellence, we are shaping the future of fresh—from farm to family.

We’re not just about food; we’re about people. Recognized as a Great Place to Work for three consecutive years, our team of 2,100 full-time employees drives our culture forward by living our values every day. If you’re ready to be part of a company that values innovation, excellence, and community impact, join us as we embrace our next exciting chapter of growth. Together, we’re planting the seeds of progress and nourishing a fresh, healthy future for everyone!

Physical Demands: This role operates in a professional office environment with periodic travel to manufacturing sites and is primarily sedentary, involving extended computer use and communication across locations; the individual must be able to navigate office and production settings and meet essential job functions with or without reasonable accommodation.

Our Values: As we continue to grow and provide leading edge products to our customers, we understand hiring the right people and treating them well is critical to our success. Everything we do starts with our values. These are the beliefs that we share and that strengthen our team. Our values shape our thoughts and actions every day. At F&S its Always FRESH and Always FUN! 

Find the most positive path.

Respond swiftly, accurately, and nimbly.

Earn trust by sharing, helping, and keeping promises.

Serve up safety.

Have each other’s backs. 

F&S Offers: We are proud to provide a comprehensive benefits program focused on your total well-being.

• Competitive compensation package
• A robust health and welfare benefits package that includes Life, Health, Dental, Vision
• The opportunity to plan for the future with a strong 401(K) including company match
• Time to recharge with Paid Time Off annually + Paid Holidays
• Career Advancement opportunities and Tuition Assistance to help you achieve your goals and continue your career growth.

F&S is an equal opportunity employer and values diversity in its workforce. We encourage applications from candidates of all backgrounds. Join us in shaping the future of F&S Fresh Foods!