UPDATED: New Pro*Act president seeks to diversify


UPDATED: New Pro*Act president seeks to diversify


Foodservice produce distributor Pro*Act has promoted Max Yeater to president.

Steve Grinstead had been president and chief executive officer since 2005, when he joined the Monterey, Calif.-based company. Grinstead remains CEO; Yeater will report to him.

Yeater, 39, has been with Pro*Act for 17 years, starting as a field inspector and moving up to vice president of procurement. Most recently he was chief operating officer.

Yeater said his first priority is to broaden Pro*Act customer base.

“We’ve been so heavily focused in years past on multi-unit chains,” he said. “We’re not getting away from that, but we want to step out and diversify in other foodservice areas such as healthcare, business and industry. We want to provide our distribution network to those types of segments.”

Pro*Act is in the second year of its current strategic plan, Grinstead said.

“The plan includes a major sustainability focus as well as diversification of Pro*Act into other industry segments, in produce as well as other fresh foods,” he said. “Max was the choice for this position due to his experience and incredible passion for the future of our company.”

Pro*Act has been in business for 20 years.