Berries Paradise strengthens its presence in North America, appointing Manolo Reyes as CEO
Mexican berry powerhouse Berries Paradise continues to expand its international presence with a decisive step—the appointment of Manolo Reyes as CEO for North America.
With over 20 years of experience in the agri-food industry and retailers such as Costco and Walmart, Reyes will lead the company’s transformation towards a model focused on direct relationships with retailers, generating freshness, and brand differentiation.
The new CEO for North America has held strategic positions at other key industry entities, including Vice President of Business Development at NatureSweet, Vice President of Sales and Product Management at Fresh Del Monte, and Senior Vice President of Strategic Accounts at ProducePay.
“I am deeply honored to join this Mexican company with so much vision and talent,” Reyes said in an exclusive interview with FreshFruitPortal.com. “My commitment is to build a modern model that brings our berries closer to the consumer with quality, consistency, and added value, transforming the way we serve our customers.”
For the new executive, his new role is not only a great responsibility but also a commitment to the Ortiz family and the company's nearly 3,000 employees.
“What we achieve through this direct connection with decision-makers and buyers will help us provide a better return to our farms and continue growing as a company,” he added.
Reyes emphasized that he has always admired Berries Paradise, and given its position as a leading exporter of Mexican berries, the company has a unique opportunity to continue growing in North America.
“The US market often prefers Mexican products,” he explains. “When the connection between genetics, farms, and farmers is understood, retailers give us their vote of confidence. We are adding top-level talent to generate stronger ties with chains.”
First objectives and strategy
Manolo is clear that his primary role will be to protect and strengthen the Berries Paradise brand. This entails prioritizing food safety and social responsibility, as well as ensuring end consumer loyalty, and providing consistent solutions to retailers to ensure the product is always available in the grocery aisle.
With retail experience, the executive highlighted Berries Paradise's competitive advantage: “We can deliver a product harvested, packed, and shipped just 24 hours before it reaches the shelf. Very few can achieve that level of freshness and agility.”
The primary goal will be to conquer the US market, which is highly competitive and has consumers looking for options ranging from premium to affordable. “We have to generate solutions for each customer profile,” Reyes explains.
Winning the last mile
In his vision, success comes from last-mile satisfaction. This is achieved by ensuring that the fruit harvested in Berries Paradise’s fields enjoys the same quality and freshness that Americans bring home to their families: “That trust is what we want to convey wherever we deliver our product.”
The executive stated that logistical agility is essential, stating that, "when a customer buys a premium product, with the genetics and varieties we handle, they should feel that they received a clear value equation: freshness, quality, and durability."
Message to US and Canadian importers
“Get ready for what’s coming. Now you will speak directly with those who plant and harvest the fruit,” Reyes says. “We will assume the complexity of delivering it to your distribution centers on time and in proper condition.”
“We want to be a disruptor, always offering the end consumer a winning equation: fair price, superior quality, and guaranteed freshness. We will focus all our energy on these three pillars,” says the new CEO.
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