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Fernando Retolaza

Fernando Retolaza

Commercial Director - Produce Specialist

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Summary

Sales Director with great ability to adapt to multicultural environments. I'm a trouble solver focused on value creation and a team builder developing autonomous work teams capable of empathizing with customers and creating long-term relationships.

Top performer with significant experience among international markets and produce industry (China, Japan, Russia, Italy, Holland, Canada, USA, Mexico) with retailers and wholesalers.

Highly successful produce professional with extensive experience in Mexican Terminal Markets and the main Mexican retailers (Walmart, Costco, Soriana, Smart & Final, Chedraui).
Global experience in international trade shows.
Excellent team builder known for creating and training highly motivated and malfunctions teams.

Experience

2020 Jan - 2022 Jul
Director of Suppliers relations, Mexico
Apeel Sciences / Guadalajara, Jalisco, Mexico
  • Nurture the relationship with the CEOs of the main Avocados and Lime packinghouses in Mexico to keep the programs running and identify additional opportunities.
  • Develop new bBusinesss model to incentive packers to promote Apeel with their customers and sell their entire production treated with Apeel.
  • Country growth 166% Responsible for identifying and develop key account partners in Mexico, for different commodities like: Avocados, Limes, Asparagus,
  • Working with New product division for developing the categories of Tomatoes, Cucumbers, Bell Peppers and Berries.
  • Develop commercial analysis for each opportunity to evaluate potential supply programs for US, Canadian and EU retailers.
  • Train Customer success executives to guarantee the max out of the site capacity and reduce the over treatment (product with no revenue).
  • Understand the supply chain challenges for each customer, to identify how can we bring value to them and develop commercial programs with the retailers aligned.
  • On-boarding new team members on the site challenges and opportunities and commodity characteristics.
2016 Mar - 2019 Aug
Consultant
Oppy -The Oppenheimer Group / Guadalajara, Jal. Mexico

Provide Intel about the berries industry, through the analysis and discussion with the key growers in Jalisco and Michoacan

  • Expand and develop the current farm relationship network for blueberry, blackberry and strawberry projects
  • Follow up with grower contracts, trouble files and payments.
  • Evaluate the crop conditions and provide overview of the current challenges.
  • Clarify settlements and QC adjustments with growers
  • Visit the production areas in Jalisco and Michoacan.
  • Inspect the product quality of the shipments.
  • Intel information about the production and market trends
  • Work in multidisciplinary teams providing insights and recommendations on people, processes and systems and work with clients to deliver improvements
2016 Mar - 2019 Aug
Grower Relationship Manager
Double Diamond Farms / Guadalajara, Jal. Mexico
  • Brand development and presence in Mexico, participating in multiple exhibitions and congresses in the agricultural sector.
  • Identify, on board and manage grower partners for bell peppers, TOV, grapes, beef, romas and LE cukes.
  • Travel to farms to work hand -in-hand with grower to improve quality and service on the supply chain in Jalisco, Nayarit, Sinaloa, Coahuila, Puebla, Guanajuato, Queretaro, Chihuahua
  • Expand and develop the current farm relationship network.
  • Manage grower relationship to increase supply from existing and new growers.
  • Partner with growers to develop the commodities needed for the commercial programs.
  • Logistics consolidation with different growers.
  • Follow up with grower contracts, trouble files and payments.
  • Guide new grower on the requirements needs with the Mexican authorities.
  • Intel information about the Mexican production on the commodities.
  • Assist in the coordination of sales and product revisions to existing clients
  • Maintaining up-to-date records of customer contact (customer meeting notes) and recording development activity
  • Solve issues related to shipping and pricing verifications
2014 Mar - 2015 May
Commercial Director
Berries Paradise / Guadalajara, Jal. Mexico
  • Sales growth of more than 50% vs the previous season while acquiring new customers. Customer's growth of 88% vs the previous season.
  • Consolidated Russian & European markets: Grew sales 40% and 13% respectively, compared with previous cycle.
  • Reached sales growth of 80% within the Japanese market.
  • Reduced the accounts receivable from 30% to less than 1%.
  • Helped open the Chinese market by participating with the Mexican Government meetings with Aneberries.
  • Participated in trade fairs and commercial missions with the Agriculture Minister in China (Hong Kong, Beijing, Shanghai), Russia (Moscow), USA (PMA Anaheim), Japan (Tokyo), Mexico (Guadalajara), Canada (Toronto & Vancouver).
  • Secured commercial agreements and relationships with Costco in Japan and Mexico; and with Walmart in China & the United Kingdom.
  • Increased the value-added offer by moving the International Commercial Terms (Incoterms) used from Ex Works to CIF (Cost, Insurance, Freight) and Deliver Duty Paid, making the purchase for the new customers much easier.
  • Reduced domestic freight costs by 40% by hiring the freight directly instead of using freight forwarders.
  • Conducted commercial performance analysis and developed key performance indicators (KPI’s).
  • Reduced the calculation period in the growers’ return payments from 5 days to 2 days by implementing an efficient Excel spreadsheet program.
  • Proactively updated promotional videos and brochures and developed a new image for the product.
  • Conducted trademarking process and trademark protection in the USA, China, Japan and Mexico.
  • Created essential digital files for each export.
  • Member of ANEBERRIES AC (Mexican Berries Exporters Association).
2010 Mar - 2014 Mar
Commercial Manager
Divemex / Guadalajara, Jal. Mexico
  • Performed production planning for packing warehouses with a productive area of 200 hectares with more than 20,000 tons per season to source different retail programs like: Costco USA & Canada, Walmart USA, Whole Foods, Sobey's, Kroger's, Trader Joe's & HEB
  • Responsible for procurement. Supervisor of main grower accounts: 25 hectares for bell pepper programs.
  • Managed and followed up on commercial programs with main distributors in Canada: Oppy, Sunset, Red Sun USA: Divine Flavor, and Mexico.
  • Account Developer for main retail stores in Mexico: Walmart, Chedraui, HEB, Santa Fe, Smart & Final, Casa Ley.
  • Conducted accurate inventory analysis.
  • Analyses sales and other reports and provides insight into how the bBusinesss can make adjustments to sales opportunities to improve performance
  • Establishing credibility and develop relationships with mid-level client managers
2007 Aug - 2009 Dec
Commercial Operations Manager
Dubacano / Guadalajara, Jal. Mexico
  • Performed analysis of the commercial status of the company to define commercial strategy.
  • Performed analysis of the customer base to evaluate commercial performance.
  • Set up a new commission scheme to retain the vendors and reassign the accounts.
  • Opened up Industrial sales.
  • Hired and trained personnel to manage 3 warehouses with a capacity for 130 containers, improving the inventory rotation, fulfillment, and replenishment.
  • Reduced inventory audit times from 10 hours to 4 hours.
  • Achieved data reliability of 99.97% for an average of 72,000 cases.
  • Responsible for developing analytics and regular reporting to our internal subscribers
2005 Aug - 2007 Jul
International Sales Representative
Convertidora Industrial / Guadalajara, Jal. Mexico
  • Grew sales 103% in the first year while accomplishing monthly goals.
  • Opened new markets in Singapore, South Korea, Taiwan and Hong Kong.
  • Provided excellent customer service for customers in the UK, Germany, Australia, Israel, Lebanon and Mexico.
  • Attended and participated in trade shows in Germany (Nuremberg), United Kingdom (Birmingham), and Hong Kong.
  • Performed purchase planning for the main materials involved in custom designs & container requests for exports.
  • Attend regional conferences and develop a network of contacts in the region
  • Build and maintain new and existing customer relationships drawing upon links within current network
  • Building strong relationships with team members and providing flexible and prompt support at all times
  • Negotiate ethically on price, terms and conditions consistent with Industrial Business Unit & National Accounts values and strategies. Work with Contract Administration to insure compliance

Education

2016 - 2018
Universidad de Guadalajara
MBA - Master in Business Administration
1994 - 1998
Universidad Panamericana
International Business

Skills

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