Seasoned Executive’s Arrival Promises to Enhance Company’s Commitment to Quality and Innovation

Heartland Produce, a prominent supplier of fresh fruits and vegetables across the Midwest, officially welcomed veteran produce professional Greg Samels as its new Vice President of Sales on February 3, 2025.

Based in Kenosha, Wisconsin, the company chose Samels to drive strategic sales efforts, broaden market reach, and fortify customer partnerships.

With over two decades of experience in produce sales leadership, Samels brings a seasoned perspective that is expected to propel Heartland’s growth in the ever-evolving food distribution landscape.

Samels’s arrival marks a pivotal step for Heartland Produce, which has long been recognized for delivering high-quality products to retailers and other partners.

His background encompasses an impressive tenure with various industry leaders, including a noteworthy 13-year run at Del Monte Fresh Produce.

During that time he successfully grew sales across a 14-state territory by focusing on strategic relationships and tailored service.

His past accomplishments also include playing a key role in setting up Carbamericas’ first berry program, highlighting his broad expertise in managing different product lines.

Before Del Monte Fresh Produce, Samels was part of the start-up team for W. Newell & Company in Champaign, Illinois, where he gained invaluable experience in developing fresh produce operations from the ground up.

These early career insights provided a foundation for cultivating partnerships with major retailers, a talent that he continued to refine throughout his professional journey.

Most recently, Samels served as Senior Director of Sales at Kapi Kapi Growers, where he oversaw an ambitious territorial expansion in the Southwest.

In each role, he demonstrated a proven ability to adapt to changing market demands and deliver consistent results.

Stepping into his position at Heartland Produce, Samels is poised to collaborate with the existing executive leadership team to amplify the company’s reputation for service excellence.

This leadership group includes CEO William Dietz Jr., President Ryan Dietz, Vice President of Procurement Nico Berlen, and Vice President of Operations Russell Cartwright.

Together, they aim to align Heartland’s sourcing, logistics, and customer relationship strategies under one cohesive vision.

The overarching goal is to optimize distribution channels and maintain a strong foothold in the Midwestern produce industry.

“We are excited to welcome Greg Samels to the Heartland Produce team. Greg’s extensive experience, passion for excellence, and proven track record of growth align perfectly with our mission to provide the highest quality produce and service to our partners.”

Ryan Dietz, President of Heartland Produce

Such endorsement reflects Heartland’s commitment to bringing on board professionals who combine expertise with a deep-seated dedication to customer satisfaction.

By placing a veteran leader in charge of sales, the company signals its intent to strengthen existing relationships and uncover new avenues for market expansion.

Samels reciprocated that enthusiasm, underscoring how the company’s core values resonate with his own professional principles.

“I am thrilled to join a company with such a strong reputation for quality and innovation. I look forward to contributing to the company’s continued growth and working with the talented team at Heartland Produce to exceed customer expectations.”

Greg Samels, Vice President of Sales

These comments encapsulate the motivation behind his move and echo his track record of driving incremental business gains in demanding territories.

In assuming this executive role, Samels will be responsible not only for managing day-to-day sales operations but also for setting strategic objectives that address shifting consumer preferences and evolving retail trends.

His approach will likely involve leveraging Heartland’s established distribution networks while identifying niche opportunities to introduce new product segments.

Furthermore, his history of forging partnerships with both national and regional retailers may provide an advantage in negotiating contracts and building deeper alliances.

Heartland Produce’s decision to elevate its sales leadership reflects an awareness of the competitive dynamics within the produce sector.

By adding a seasoned leader with far-reaching industry experience, the company aims to sustain its reputation for excellence, selfless service, and consistent quality.

Samels’s appointment strengthens the firm’s capacity to navigate supply chain complexities, manage product variety, and meet the stringent demands of retailers seeking freshness and reliability.

Over the coming months, his leadership is expected to shape both the internal culture at Heartland and the company’s outward engagement with clients.