Mi Rancho, a company in the foodservice sector for tortillas and Mexican food products and a new contender in retail stores with innovative product-offerings, has named Fernando Alvear as vice president of sales and marketing.
In his role, Alvear will work closely with third-generation owner and president Manuel Berber to grow the company’s presence in the foodservice and grocery sectors, while fine-tuning the Mi Rancho brand. Alvear’s work history and philosophy align well with Mi Rancho’s mission and commitment to provide premium, heritage-baked tortillas and Mexican foods that deliver authentic flavors.
Taking the lead with the Mi Rancho sales, marketing, and R&D teams, Alvear will continue to expand the already extensive list of product offerings, which includes organic tortillas, while working with retailers, foodservice operators, and the media to deliver the Mi Rancho story.
“Long before I joined Mi Rancho, I knew that all tortillas were not created equal; my family taught me that. This is a company with a superior product and an amazing story to tell,” says Alvear.
“I think my entire career has led me to this moment and to this company. From the owners to the sales and marketing team and the tortilla makers who have been here for decades, the Mi Rancho passion is so appealing. I’ve been with small companies and some of the biggest brands in the world and nothing compares to this company’s heritage, tradition, and commitment to excellence.”
A former executive with Kraft, The Coca-Cola Company, Sara Lee, Chicken of the Sea, and Givaudan, Alvear’s initiatives include building the brand and developing and introducing innovative products and customer-based solutions, while continuing to build a high performing organization.
“The company is growing so this is a very exciting time for Mi Rancho,” notes Alvear. “There is a huge opportunity for us to capitalize on the market, trends, and our capabilities to get the company to the next level.”
With the recent line expansion into retail of the Mama’s Simply Authentic Flour Tortillas and the growing demand for the company’s Organic Corn Tortillas (made from whole kernels of certified organic, non-GMO corn), as well as the company’s robust foodservice business, the addition of Alvear is well timed.
“Mi Rancho will benefit greatly from Fernando’s focus on market-driven sales and his attention to customer needs,” says Berber. “He brings great energy and leadership to the organization, and is an excellent fit for our company’s growth strategy.”
Married for 23 years with two teenagers, Alvear recently moved from Sacramento to Montclair, California. In his free time, he enjoys traveling, dining out, cycling, and skiing.