VP of Retail Sales - #cd67S

Joe Produce Search has been retained to lead the search for a global produce company seeking a Vice President of Sales to lead and scale its U.S. retail business. This is a high-impact leadership role responsible for driving national sales strategy, strengthening key retail partnerships, and building a high-performing team in a fast-paced, complex category.

This role requires a true value-added produce sales leader, someone with deep experience in branded/value-added programs, established retailer relationships, and the presence to walk into any room and command credibility with buyers and executive stakeholders.

Success in this role requires deep expertise in the produce industry, strong retailer relationships, and the ability to navigate the realities of a perishable, high-urgency business.

THE ROLE

The VP of Sales will own the national retail portfolio, lead a team of sales professionals, and manage key customer relationships across major accounts.

You’ll be responsible for:

• Driving profitable revenue growth across retail accounts 
• Leading and developing a national sales team (6+ direct reports) 
• Owning strategic relationships with top retailers and expanding distribution 
• Building and executing sales strategies grounded in category insights and data 
• Partnering cross-functionally with marketing, supply chain, and operations 
• Leading joint business planning and long-term customer partnerships 
• Balancing day-to-day execution with longer-term strategic growth initiatives 

This role blends strategy and execution, from high-level planning to navigating the daily challenges inherent in fresh produce.

WHAT WE’RE LOOKING FOR

Must-Have Experience

• 15+ years in produce sales, with significant leadership experience 
• Proven success selling value-added produce programs into retail grocery 
• Deep understanding of produce categories, pricing, and supply chain dynamics 
• Experience managing P&L, margins, and growth targets 
• Strong, established relationships with key retail buyers 

Leadership Profile

• Hands-on, roll-up-your-sleeves leader who thrives in fast-moving environments 
• Ability to manage both strategic planning and day-to-day firefighting 
• Builds trust quickly with customers and internal teams 
• Leads with urgency, accountability, and clarity 
• Not a micromanager — expects autonomy and ownership from their team 

What Sets Top Candidates Apart

• Executive presence — able to walk into any room and command credibility with buyers and leadership 
• Strong retailer relationships and reputation in the produce industry 
• Experience building and scaling a national, program-based business (vs. purely transactional/commodity sales) 
• Competitive, entrepreneurial mindset with a drive to win and grow share 
• Comfort operating in a business that requires both structure and agility 

WHY THIS ROLE

• Opportunity to lead a national produce business with significant growth potential 
• Highly visible role with direct impact on company performance 
• Work alongside a leadership team focused on building a stronger, more profitable business 
• Be part of a company evolving its go-to-market strategy and strengthening its position in retail 

IMPORTANT NOTES

• This search is being conducted on a confidential basis 
• Remote role with flexibility on location; proximity to a major airport required