MONTEREY, CA (February 18, 2011)—PRO*ACT, America’s leading distributor of fresh produce to the foodservice industry, has announced the promotion of Max Yeater to the office of President. Yeater, who has been with the organization for 17 years, was most recently Chief Operating Officer. Prior to that role, he was Vice President of Procurement.
Yeater started with PRO*ACT as a field inspector. “I grew up in Salinas,” he says, “so the produce industry was in my blood.” On his new role, he says, “my advancement within our organization hopefully serves as a testament to the younger generation that a strong work ethic benefits both the individual and the organization.”
According to Steve Grinstead, who recently held the dual role of President and CEO and will now continue in the CEO position, Yeater will be taking on all the day-to-day responsibilities and accountability for PRO*ACT. Grinstead will now focus on long-term strategic planning. Grinstead says, “Max’s contributions to the organization over the years have been significant. It’s fitting that he takes over the role of President as we are celebrating our 20th anniversary.”
Gene Loffredo, who is the current Chairman of the PRO*ACT Board and CEO and President of Loffredo Fresh Produce Co. with headquarters in Des Moines, says: “I have known Max for 12 years and watched him come up through the ranks. I have great respect for him; he is a key driver of the business. I’m confident there is a clear future for us with Max in his new position. He is 100% behind PRO*ACT and I know he’ll do all in his power to keep us successful.”