VP Retail Sales - Fresh Produce - West

VP Retail Sales, Fresh Produce
- West

The VP Retail Sales, Fresh Produce
- West is responsible for driving revenue growth, profitable market share, and long‑term customer partnerships. This role owns retail customer strategy, sales performance, and works closely with Operations, Supply Chain, Quality, and Marketing to deliver best‑in‑class service and product execution. It requires an entrepreneurial spirit, a passion for food, and a focus on building a strong fresh foods sales culture in a complex, data‑driven environment.

Cross‑functional collaboration is essential. Success will be measured by revenue growth, margin performance, expansion into new accounts, and customer satisfaction. The role is West Coast based.

• 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 the annual planning process with the 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.

• 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.

• 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.

• Oversee end‑to‑end sales execution from planning to account management.
• Work with the EVP on improved sales processes, tools, and reporting.
• Review the 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.
• Proven success managing national and regional retail customers such as Costco, Starbucks, Albertsons, and Trader Joe’s.
• Strong financial acumen and pricing discipline, with a focus on top‑line 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.

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.

• Competitive compensation package.
• A robust health and welfare benefits package that includes life, health, dental, and vision.
• The opportunity to plan for the future with a strong 401(K) including company match.
• 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.