- San Clemente, CA
- April 10, 2024
Greetings!
Thank you for taking a moment to review a brief overview of my qualifications and what gets me up in the morning.
2024 will mark 12 years in the produce industry for me. Starting out as an account manager for two of the largest private food service distributors in Southern California. My customers were some of the most demanding and accomplished chefs, purchasers, and owners in the world (Wolfgang Puck, Hyatt, Bon Appetit Management).
In 6 years, I grew my business from 0 to $5 mil per year with an average margin of 25% on produce and 40% on non-produce. I was able to carry such consistent business due to my focus on my customers’ success. Competitors were unable to poach my accounts because my account management focus went beyond “order taking”. Menu analysis, market updates, sampling and around the clock service made me invaluable to my customers.
After 6 years of working within distributors, I was approached by Limoneira to work their sales desk in a jack-of-all-trades position to focus on growing their One World of Citrus program. My focus was on retailers but I called on food service and strategic broker business throughout the US as well. During my time I also led the launch of a new lime program out of Mexico.
My next stop was at BASF Vegetable Seeds in a leadership position within their global business development, marketing, and sales team. This was an eye-opening experience into the vast and critical business of plant genetics and breeding. Our team’s key goal was connecting consumer preferences with our genetics and bringing up varieties that had more than agronomic traits (yield, disease resistance, etc.).
So I made my way through the supply chain – from end user, to the grower, and then to breeding/genetics.
One of my favorite aspects of the produce business is differentiating within a commodity. It’s a wonderful challenge to rise above the usual and common with something special and stand apart. It requires all aspects of collaboration, service, product knowledge, storytelling, and execution.
Thank you again for your consideration!
Ian Smetona
Education
Experience
• In 3 months generated a partnership with US Foods, Freshpoint So Cal, Aramark, and UCI to launch Conscious Greens Purple Power Blend
• Key Responsibilities
o New Business Growth – Leverage 12 years of foodservice experience to launch the first commercial CRISPR produce item: Conscious Greens.
o Leadership – Upon building an initial customer base; hire, train, and coach an inside sales and account manager staff.
o Marketing – Manage and collaborate with branding and product development team to create trade show displays, videos, photo shoots, and recipes.
• Key account management of grower relationships and strategic partnerships for the co-creation and implementation of customer and consumer focused concepts and insights for mutual business development.
• Key Responsibilities
o Leadership – Manage a team consisting of sales, trial specialists, product development, and marketing to ensure alignment with all customer touchpoints.
o Business Development – Took a unique lettuce variety which was scheduled for End of Life after years of unsuccessful trialing and successfully launched a new program with Taylor Farms Foodservice called Deli Gem Leaf.
o Marketing – Collaborated with outside agencies to create social media content and hosted the BASF In the Kitchen and In the Field video series.
o Crop Focus – Spring Mix (Multileaf), Little Gems, Whole & Value Add Romaine, Whole & Value Add Carrots
• Sell all conventional & organic citrus across house and prospected accounts; maintain 0 floor count
• Key Responsibilities
o New Programs – Spearheaded a new lime program which had previously been unsuccessful. These efforts allowed Limoneira to offer a program to Chipotle.
o Sales – Gain new business and develop existing customers in retail, foodservice, and wholesale. Albertson’s, Costco, Aldi, Sprouts, Kroger, Meijer.
o Marketing – Attend trade shows at the national and local level. Worked with customers on floor displays, packaging, and seasonal promotions.
o Pricing – Set weekly price floors, ceilings, and ad programs
• In 3 years built up a $5 million territory from a starting point of 0.
• Category Management – Produce (conv., organic, & value add), dairy, dry goods, frozen.
• Key Customers – restaurants (chains & independents), hotels/resorts, healthcare, education.
• Key Responsibilities
o Sales – New growth, customer service, retention, and account penetration.
o Leadership – Hire, train, and coach sales support staff.
o Product Knowledge – Strong familiarity with 8,000 skus ranging from produce, dairy, dry goods, food storage, packaging, proteins, and chemicals.
o Marketing – Attend food shows and farm tours for networking opportunities with clients and suppliers as well as personal growth/education.
o Purchasing – Coordinating with buying team on promoting new items, moving dead inventory, and sourcing special requested items from clients.