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Terra Exports welcomes Joe Cardenas to launch grape division

Terra Exports has added Joe Cardenas to its leadership team as the West Coast sales director. Cardenas holds 24 years of professional experience in the industry, but has been involved with produce since the age of 12, when he would pick fruit in the fields with his parents.

As a part of Terra Exports continuing growth plans, Cardenas (who is fluent in Spanish) will dedicate his focus on domestic sales. Cardenas will also be building and leading Terra Exports’ grape division, and has started just in time for the September and October harvest. While the grape division is Cardenas’ niche, he will also be expanding into Terra Exports’ many other categories such as avocados, limes, blueberries, pineapples, mangos and papayas.

Cardenas is a unique hire because he brings key experience from every facet of the produce industry, including sales, operations, buying, quality control and shipping.

“I was introduced to table grapes and it’s one product I have really learned to handle and sell," Cardenas said in a press release. "Several of the positions I’ve held previously contributed to this knowledge, specifically one role where I led a Chilean Program moving mostly grapes.

“I’m excited for this new role with Terra Exports, and excited to be working with Nils," Cardenas said. "It’s not like the typical boss and employee relationship, but instead a partnership of mutual respect and passion for this industry.”

Terra Exports sees Cardenas as a perfect fit for this role with their focus on hiring entrepreneurial-minded experts in the industry in order to continue pushing the company’s innovation and customer service forward.

“We’re very excited to have Joe join our team," Nils Goldschmidt, president of Terra Exports, said in the release. "We’ve actually approached him in the past about coming on board several times, and he has finally decided to accept the challenge. This makes our team very proud, as it means our company is now attracting talent of the highest caliber!”