Joe Merenda is driving force behind Misionero as its Co-CEO and President, channeling his expertise in steering the company toward long-term success in the produce industry. With a career spanning over two decades, Joe initially ventured into produce at C.H. Robinson after an impressive tenure at Coca-Cola. At C.H. Robinson, he crafted the Fresh 1® Marketing Division, expanding its reach across foodservice, retail, wholesale distribution, and sales. In 2010, Joe co-established Harbinger Group, an innovation hub fostering "fresh" ideas, mainly catering to retail and foodservice sectors. This venture eventually acquired Misionero Vegetables in October 2016, rebranding it as Misionero. The company marked its 50th anniversary in 2023 under Joe's leadership. Joe's visionary leadership reflects a profound understanding of the industry's evolution, actively championing organic produce and advocating for the burgeoning trend towards healthy, plant-based diets in North America. His wealth of experience sets a solid course for Misionero's future and shaping the trajectory of the industry.