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Gustavo Lasso de la Vega joins Valley Fruit & Produce

Valley Fruit & Produce, based in Los Angeles, recently announced the hiring of GUSTAVO LASSO DE LA VEGA as corporate credit manager.

Gustavo-Lasso-de-la-VegaLasso de la Vega is now supervising and managing credit functions across all company divisions, including Continental Sales, for Valley Fruit & Produce. He will be reporting directly to CFO Carrie La Londe and COO Doug La Londe, and is responsible for strengthening customer relationships while maintaining accounts receivable.

“Our financial strength and stability sets us apart from our competition and Gustavo’s experience and policies will help us maximize sales while keeping our credit standard very high,” La Londe said in the press release.

Lasso de la Vega brings over 23 years of credit management experience to Valley. Prior to joining the company, he was the corporate credit manager for Ernest Packaging Solutions for 18 years. He is also a member of the Credit Management Association and was elected to four two-year terms as the chairman of their Credit Paper Trades from 2002-12.

“I am gratified to be an integral part of Valley’s continued growth and success,” Lasso de la Vega said.

Also new to Valley Fruit & Produce is ROBERT VALERO.

Valero was recently announced as the company’s new operations manager and will be responsible for coordinating activities, procedures and policies at all of Valley’s produce warehouses and distribution facilities.

“The company’s core values and stability are important to me, so I feel grateful to be joining the Valley team,” Valero said.

Valero brings over 40 years of grocery retail experience to his new position at Valley. He has directed total store operations for several multi-unit retail operations including Vallarta, Numero Uno, Avanza and Viva Market.

“For Valley to expand into new markets with our products and services, we need to increase our capacity through improved efficiencies and accuracies,” explained La Londe. “Robert’s proven team building and leadership skills are not only going to help us accomplish that, but they will help us elevate our customer service, employee development, and expense control initiatives as well.”

To announce personnel changes at your company, please contact Assistant Editor Maggie Giuffrida at 201/986-7990, ext. 110, or giuffrida@theproducenews.com. Photos are encouraged.