(Aug. 6) Specialty lettuce grower-shipper Pride of San Juan, San Juan Bautista, Calif., hired Joe Feldman as its vice president of sales. Feldman began his new position July 25.

Feldman is the first to have this position at Pride of San Juan, which was created to keep up with the growth of the company.

Feldman has been in the produce industry for his entire career, spanning 20 years. He got his start in sales with River Ranch-Salinas Inc., Salinas, Calif., in the early 1980s and rose to sales manager in 1997.

In 1999, Feldman left River Ranch and joined the sales staff at Apio Produce Sales, Guadalupe, Calif., where he stayed until coming to Pride of San Juan.

Feldman said his vision for sales at San Juan involves an increased emphasis on the company’s spring mix packaged salads.

“Our spring mix in particular is in for another growth spurt,” he said. “There seems to be a renewed emphasis on health and eating produce. We’re in a unique position because of how our product fits into that.”

Pride of San Juan features a full line of packaged salad mixes, fresh herbs, greens and lettuces and edible flowers. The company also offers a line of hydroponic herbs, including watercress, cilantro and peppercress.