Mi Rancho, an Oakland, CA, family-owned manufacturer of tortillas and Mexican food products for the foodservice sector and a new contender in retail stores, names Fernando Alvear vice president of sales and marketing. He 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.

A former executive with Kraft, The Coca-Cola Co., Sara Lee, Chicken of the Sea and Givaudan, Alvear’s initiatives include building the brand, 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,” he says. “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 as well as its 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.”