Is today a lesson in tomorrow’s progress or a deterrent?
It is easy to say that we embrace change and growth; it’s challenging to put into action. In truth, many of us spend an exorbitant amount of energy trying to force stability rather than surrender to the current of evolution.
Tomorrow is an unstoppable force, and it is up to us to decide how we will meet it.
Katiana Valdes dove into that current in 2017 when she joined Crystal Valley Foods, a company that had long decided not only to surrender to change, but champion it.
“Initially, I came in focusing on marketing as the company had never had a dedicated person in that position,” the now Director of Marketing and Business Development points out. “Crystal Valley opened in 1994, and much of its success up to that time was due to word of mouth built on the excellent quality of product and service offered. The company flourished because of its excellent sales, operations, and management team.”
To go from having a nearly non-existent marketing strategy to placing Katiana at the head was less a gentle progression and more a sharp 90-degree turn. Having spent almost a decade leveling herself up in marketing and communications for Fresh Del Monte Produce, North America, Katiana came with no small amount of experience to build out and bring focus to this new area for Crystal Valley.
Since starting with the company just over five years ago, Katiana has helped make evolution its differentiator. Expanded facilities, acquired companies, new channels, new products, and a new way to tell its story have seen the brand realize its vision to be the solution to its supply chain, embracing all tomorrow has to offer and more.
“It is important for us to have a presence in the country in order to have better control of the quality and packing of the product.”
Katiana Valdes, Director of Marketing and Business Development, Crystal Valley Foods
“Expansions have allowed us to grow our workforce in the United States and of our partners in Guatemala and the Dominican Republic. In the Dominican Republic, alone, our new Island Farms packing plant will generate more than 120 new jobs in the La Vega free zone and indirectly more than 500 jobs throughout the neighboring countryside,” Katiana says, adding how Island Farms is one of the only certified pepper packing plants and fields in the country. “The packing plant will start with packing specialty peppers (like Habanero peppers and Thai chili peppers) and tropicals in bulk and retail packs. Looking forward, it will continue to expand to include other locally sourced fresh fruits and vegetables.”
The Dominican Republic, always a favored and important growing region for Crystal Valley because of its rich soil and variety of microclimates, allows for a diverse range of fruits and vegetables to be grown year-round and throughout the country. Coupled with a sophisticated infrastructure and a short ride away from U.S. ports, product arrives quickly at lower costs than in other markets.
“When we acquired Joco Produce in 2019, we expanded our line of products to include many more tropical and ethnic items, many of which are grown in the Dominican Republic,” Katiana explains. “It is important for us to have a presence in the country in order to have better control of the quality and packing of the product.”
A similar strategy led the company to open additional warehouse and packinghouse space in Guatemala, allowing it to pack more product, including items from its expanding value-added line.
“Guatemala is already the primary sourcing region for our French beans and green beans. French beans are a product we have been focused on and that we have had as part of our portfolio since we started,” Katiana shares, adding how this category, in particular, has seen exponential growth in recent years especially. “There is typically good supply when domestic green beans gap, and we have focused on growing our Guatemalan year-round green bean program with increasing success in both categories.”
So, which moves galvanize change and which gradually evolve with it? According to Katiana, growth is about finding balance in both.
And the best way to find balance is to keep your gaze on a fixed point. In this case, a goal.
“We pride ourselves on being nimble and reactive to the market and to trends in order to anticipate the needs and demands of our customers. If a customer is looking for a special product, if they are looking for something new and innovative, or even if they are in need of a special pack or size, we go above and beyond to make it happen,” she says. “Our recent expansions, diversification, and acquisitions all play into our goal of being that one-stop shop.”
With much, if not all, of Crystal Valley’s investment in growth and expansion being a response to customer demand, Katiana says the focus never wavers: to make every aspect of the business more efficient and diverse in order to meet their changing needs.
“We have made necessary investments to make sure that we continue delivering the highest-quality product at a superior service level. We are constantly focused on innovation and growth to make sure we are here for the long run,” she assures.
From a new bagging line and expanded repack capabilities in Miami, Florida, serving increased demand in value-added asparagus to investments in grower partnerships and facilities, every development seeks to fill a present or future need for Crystal Valley customers.
“We understand that our job is to make the relationship seamless for those we serve. Beyond being adaptable to their needs and giving excellent service, we believe ensuring the success of the entire supply chain is essential to this business as a whole,” Katiana observes. “Our team members—employees, suppliers, growing partners, carriers, and packaging suppliers—are all a critical piece. Every partnership we enter into has long-term goals in mind; to make sure we are not only working with the best, but working together to ensure success at all levels.”
This commitment is a granular one, Katiana shares, building up to a company composed of excellence throughout its every fiber.
“We have an incredible team at Crystal Valley that is very passionate about their jobs and the industry. The culture is one of camaraderie, where everyone works together and supports each other with a focus on the ultimate goal of company success and, most importantly, the success of our customers,” she tells me. “Our strengths, knowledge, and experience of our employees have been highlighted even more so throughout these last two years. At a time when there have been these unprecedented events and much uncertainty around the world, our team and company have come through even stronger.”
That strength has progressed not just for the company as a whole, but for the individuals who support and are supported by it—a halo Katiana says she has unequivocally been affected by.
“I have been able to use my marketing background to help with our growth, but I have also been able to explore different areas of the company like business development, sales, procurement, and more,” Katiana shares, reflecting on how her own position has evolved along with the company. “It has been very rewarding to be a part of Crystal Valley’s achievements and growth.”
Katiana says she only added to a spirit that was there long before she joined, pointing to the opening of Crystal Valley West 10 years ago on the Los Angeles Wholesale Produce Market and how the company continues to invest in its reach.
“We understand that our job is to make the relationship seamless for those we serve. Beyond being adaptable to their needs and giving excellent service, we believe ensuring the success of the entire supply chain is essential to this business as a whole.”
“The facility has been an essential part in allowing us to better serve our customers on a national level. Now, with increased storage capacity and offerings, this expansion will help position us for additional growth in the region. In addition to it being the company’s West Coast shipping and cross docking point, it is strategically located to allow for sourcing supplementary products from Mexico and Western states for distribution in the region and for shipment back east. It is a strategy we continue to see succeed as we grow even further,” she smiles.
To persevere and expand throughout the pandemic and beyond, a period when many companies saw disruption, downsizing, or worse, testifies to Crystal Valley’s success story. A story where today is a lesson in how to make tomorrow even better and where evolution might be challenging, but it is not the challenge.
It is the solution. 
