Rick Alcocer – VP Fresh Vegetable Sales
Duda Farm Fresh Foods

• 28 yrs experience in produce
• Professional Positions:
  • Financial Analyst
  • Sales
  • Regional Sales Manager
  • General Sales Manager
  • Director of Retail Sales
  • VP Fresh Vegetable Sales
• Graduated University of Southern California
  B.S. Marketing with a minor in Finance
  Emphasis in Food Marketing
• Reason for entering the industry:
  • A post college job search for a financial position with a local top tier company led him to take a position with Dole.

Rick spent the first eight years of his career with Dole. He began as a financial analyst, working closely with growers and engineers and participating in operational planning and capital budgeting. His job also required him to regularly visit sales offices, quickly sparking an interest in the pace of the sales side of the business. Within two years he took a sales trainee position and another two years later was the Regional Manager for the Western U.S.

This continuing passion for sales led Rick to his next job at Tanimura & Antle as a General Sales Manager. Rapid growth led to a company restructuring where sales responsibilities where divided among 6 Directors – Rick becoming the Director of Retail Sales. He remained in this position for a 15 year tenure building on his passion for consumer sales at the retail level.

For the last four years Rick has been the VP of Fresh Vegetable Sales for Duda Farm Fresh Foods. He is in charge of fresh vegetable sales in their Florida, Texas, and California offices with six direct reports. Rick is also on the Board of Directors for the Canadian Produce Marketing Association and is a member of the Business Council for the United Fresh Fruit and Vegetable Association.