Business Development Food Service

MICHAEL LACEY

*********@*****.*** : 813-***-**** LinkedIn Winter Haven FL

SENIOR SALES EXECUTIVE 25+ YEARS OF PROPELLING GLOBAL PRODUCE ACCOUNT GROWTH ACROSS GROWER, DISTRIBUTION, RETAIL, AND FOOD SERVICE CHANNELS Commodity Management Business Development Account Management Marketing Strategy Formulation Product Development Go to Market Strategy Merchandising Procurement Dynamic, entrepreneurial sales leader driving brand acceleration, growing existing accounts and securing major accounts for new income streams and market prominence, consistently surpassing sales targets through powerful business development initiatives and aggressive network cultivation. Demonstrates a big picture understanding of the sales cycle, inventory, and freight components ensure unsurpassed service delivery. Tracks market trends for emerging opportunities, applying probing research skills. Applies precise data analytics skills for brand performance analysis, making real tine marketing strategy adjustments. Serves as a seamless liaison between sales and operations to achieve accurate forecasts, optimal inventory levels, and timely deliveries. Inspires high-performing sales managers to unlock account and revenue growth, leveraging keen sales expertise and superior leadership skills. CORE COMPETENCIES CAREER HIGHLIGHTS

n CROSS-CHANNEL EXPERTISE: Grower Greenhouse Distribution Retail Food Services Food Technology n NEW PRODUCT DEVELOPMENT & MARKET ENTRY: Packaging technology, Organic Olive Oil n HIGH IMPACT BRAND ELEVATION: Leveraged strategic marketing techniques to expand market presence. Ø Propelled sales by $150% in 2 years for Tomato Thyme, boosting sales from $12M to $30M through targeted brand awareness, high-impact promotions, and trade show appearances. n STRATEGIC MARKETING CAMPAIGN DEVELOPMENT: Deployed high-impact marketing initiatives for sales growth. Ø Worked closely with SRVP to develop Noble Partnership Program, enabling buyers to purchase from growers year-round, versus seasonally.

Ø Secured 12 major retail accounts within 6 weeks with a compelling presentation for Tomato Thyme’s Tasti-Lee Tomato.

Ø Converted $1M in losses to $2M in annual profit for Santa Sweet’s Trash to Cash program, selling #2 low-grade ripe tomatoes to processors for sauces, bruschetta, salsa, and spaghetti sauce. n DOMESTIC & INTERNATIONAL PRODUCT SOURCING: Global growers from Mexico, Peru, Chile, Canada, South Africa, and Italy.

n PROFITABLE CONTRACT NEGOTIATIONS:

Ø Secured $3M in national food service contracts with top 5 US restaurant groups for Bella Fresh and Village Farms Ø Won $1M in citrus accounts for Southeast public school system with Noble Citrus Worldwide. n TARGETED FORECASTING

n SMOOTH INVENTORY MANAGEMENT

n COST-EFFECTIVE FREIGHT MANAGEMENT FOB

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PROFESSIONAL EXPERIENCE

CONSULTING

LACEY VENTURES CONSULTANCY VP OF SALES

2015 –Present Remote / Winter Haven, FL

Market, sell and grow new business for 5 US and International growers, distributors, and retail accounts valued at 100M leveraging broad industry expertise:

§ LEVERAGE EXTENSIVE INDUSTRY NETWORK: Tap broad network to grow existing accounts and secure new business streams.

§ FOB MANAGEMENT: Execute annual and FOB contracts for customers, leveraging deep expertise across markets.

§ Club Store: Sold and managed new business to Costco, Sam’s Club and BJ’s Wholesale, utilizing relationships with existing buyers.

GROWER DISTRIBUTOR RETAIL FOOD SERVICE SALES MGMT. NOBLE CITRUS WORLDWIDE NATIONAL SALES MANAGER

2023 - 2024 Winter Haven, FL

Sold and marketed the complete line of branded products to retail and food service markets for a Florida-based fourth generation family-owned business (sales division eliminated due to finance operational factors).

§ MANAGED BROAD PRODUCT LINE: Products included Juicy Crunch, Autumn Honey, Pummelos, Blueberries, dragon fruit and the

§ COORDINATED INTERNATIONAL SOURCING: Products included a line of imported citrus products from Chile, Peru, Morocco, South Africa, and Uruguay.

§ KEY CONTRIBUTIONS:

o Secured $10M in new accounts within 12 months: Won new retail and food service contracts, leveraging keen industry experience.

o Worked closely with SRVP to develop Noble Partnership Program, enabling buyers to purchase from growers year-round, versus seasonally.

CARB AMERICAS SENIOR SALES

2020-2022 Ft. Lauderdale FL

Grew existing accounts and secured 3 major US food services accounts, collaborating with senior sales leadership. Products included core products berries, asparagus, mangos, and broccoli:

§ SECURED 3 MAJOR US ACCOUNTS VALUED AT 20M: Landed Gordon Food Service, Performance Food Group US Foods and Sysco national contracts to expand market presence.

§ MANAGED COST-EFFECTIVE FOB: Booked FOB and delivered business, working directly with transportation companies on all delivered accounts Michael Lacey 3

BELLA FRESH NATIONAL SALES DIRECTOR

2019-2020 Phoenix, AZ and Houston, TX

Managed sale and brand marketing of fresh cut fruits and vegetables to national food service and retail accounts, with combined value of $25M.

§ FORMULATED ANNUAL FORECASTS: Applied expert forecasting and trend analysis skills to derive accurate forecasts

§ NEGOTIATED PROFITABLE CONTRACTS: Leveraged keen negotiation skills for competitive national and season contracts.

§ MANAGED HIGH PERFORMING SALES TEAM: Inspired Phoenix and Houston sales managers for sales excellence.

§ EXPANDED INDUSTRY LEADERSHIP: Attended season trade shows to advance industry presence and grow professional network.

VILLAGE FARMS, INC. NATIONAL SALES MANAGER, FOODSERVICE & RETAIL ACCOUNS Heathrow FL 2017 – 2019 Lake Mary, FL

Negotiated and closed national food service accounts, seasonal and annual contract business representing 12M, for a large-scale controlled greenhouse operation. (Position eliminated during transition from fresh produce to cannabis production).:

§ EXPANDED MARKET PRESENCE: Broadened product prominence through aggressive business development activities.

§ INTRODUCED ENGAGING MERCHANSING: Worked directly with food service culinary teams to generate customer interest.

TOMATO THYME DIRECTOR OF SALES AND MARKETING

2010 - 2016 Wimauma, FL

Spearheaded launch of “Tasti-Lee Tomato” program in US, Canada, and Puerto Rico retail and food service outlets, elevating brand through strategic sales, marketing, merchandising, and promotions:

§ FORMULATED INNOVATIVE MARKETING STRATEGIES: Leveraged deep product and customer knowledge to create compelling marketing collateral.

§ DEVELOPED INNOVATIVE MARKETING COLLATERAL: Created POS and POP material for retailers and food shows.

§ BOOSTED QUALITY & REDUCED SHRINK: Guided produce procurement in waste and quality controls procedures to trim waste.

§ DESIGNED ECOMMERCE WEBSITE FOR DIRECT PURCHASES: Created a customized portal for direct customer purchases.

§ KEY MILESTONES:

o Propelled sales by 150% in 2 years: Boosted sales from $12M to $30M through brand awareness, promotions, and show appearance.

o Secured 12 major retail accounts within 6 weeks with a compelling presentation for Tomato Thyme’s Tasti-Lee Tomato.

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FOOD TECHNOLOGY SALES

IFOOD SYSTEMS, INC. DIRECTOR OF SALES CONSULTANT 2016-2022 Valrico FL

Represented groundbreaking food technologies and conducted grower testing/analysis, driving brand awareness across US grower, distributor, and food services markets:

§ GREW NEW BUSINESS: Created new revenue stream through grower, distributor and food service client relationships.

§ PRESENTED NEW PRODUCTS:

o Introduced the benefits of new MAAP, modified active atmosphere packing food preservation product to growers, utilizing various presentation platforms. o Presented effectiveness of IFoods patented technology through video presentations and one on one grower engagement/

• CONDUCTED PRODUCT TESTING & DATA ANALYSIS: Performed produce testing and data analysis for grower QC and management teams.

TECHNOLOGY SKILLS

§ CRM: Sales Force ZoHo HubSpot

§ PRODUCE OPERATIONS: Produce Pro Famous Produce Citrus Pro

§ DATA MANAGEMENT: Excel

§ PRESENTATION: PowerPoint

SPECIALIZED TRAINING

§ EXECUTIVE LEADERSHIP:

o Dale Carnegie Management Course

o Marriott’s Impact to Leadership, Marriott Hotels International accelerated executive training program.

§ QUALITY MANAGEMENT: Total Quality Sales Management, Marriott Hotels International

§ HOSPITALITY FOOD SERVICES: Sales and Catering, Marriott Hotels International

§ BUDGET MANAGEMENT MARKET ANALYSIS: Budgeting and Market Analysis, Marriott Hotels International

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