Director Retail Sales, Fresh Produce - West
Description We are seeking a results-driven Sales Director to aggressively expand our presence with West Coast retail accounts in the perishable produce category. This is a pure growth role for a proven hunter who thrives on opening doors, winning new business, and converting opportunities into immediate revenue. The Sales Director will leverage deep relationships with regional and national grocery retailers to secure new listings, expand distribution, and accelerate sales velocity across fresh and prepared food categories. This leader owns retail customer strategy and sales performance while ensuring tight alignment with Operations, Supply Chain, Quality, and Marketing to deliver best-in-class service and flawless product execution across a complex, fast-moving business. We are looking for an entrepreneurial sales leader with a passion for fresh foods and a track record of building strong sales culture in growth environments. You operate with urgency, accountability, and a relentless focus on closing—navigating ambiguity, removing barriers, and turning opportunity into results. Success in this role will be measured by revenue growth, margin performance, distribution expansion, service levels, and customer satisfaction. If you have the relationships, drive, and track record to win in West Coast perishable retail—and want to make an immediate impact—we want to meet you. Sales Growth & Market Expansion You step in ready to produce—bringing relationships, insight, and execution discipline to deliver immediate revenue and distribution gains across West Coast retail. Deliver annual revenue, margin, and market share targets across West Coast retail Win new priority accounts and rapidly expand distribution within existing customers Secure authorizations, shelf placement, and high-impact promotional programs Build and execute aggressive territory and account penetration strategies Identify high-value opportunities by channel, customer, category, and SKU—and convert pipeline to near-term revenue Lead persuasive retailer presentations, line reviews, and commercial negotiations that close Drive in-store velocity and sell-through through strong programming and execution Translate competitive, pricing, and market insights into decisive growth actions Lead annual planning, forecasting, and budget development with executive leadership Provide clear, data-backed recommendations that shape commercial strategy Retail Customer Leadership You operate as a trusted, senior-level partner to retailers—owning relationships end-to-end and ensuring flawless delivery of commitments. Own executive and category-level relationships with key retail partners Establish and execute joint business plans with priority accounts Drive customer-specific pricing, assortment, and promotional strategies Ensure sold-in programs execute flawlessly across supply chain, quality, and operations Partner cross-functionally to deliver service, on-time performance, and product quality Lead resolution of escalated customer issues with speed, ownership, and solutions
Requirements
Bachelor’s degree required 8+ years of progressive retail sales leadership experience in perishable or fresh food, produce and Deli preferred. Demonstrated success opening West Coast grocery retail accounts. Proven track record of new business wins and distribution expansion. Proven success managing national and regional retail customers, Costco, Starbucks, Albertsons and Trader Joes to name a few. 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. High urgency, resilience and competitive drive. Travel is required, most West coast focused, but East coast for 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! F&S Fresh Foods does not accept unsolicited resumes from search or staffing firms. Resumes submitted to any F&S employee without a current, signed search agreement in place for this role—and without prior coordination with our Talent Acquisition team—will be considered the property of F&S Fresh Foods. No placement fees will be paid in the event a candidate is hired through an unsolicited referral. Firms that are not authorized to recruit on this search will not be eligible for fees or ownership claims. Apply To This Job