Amy Gates Discusses Frontera Rebrand and Strategy
- by Melissa De Leon Chavez
EDINBURG, TX - The winds of change are breezing through Frontera. As we recently reported, the company underwent a transformation in its leadership structure, bringing in a battalion of knowledge from all sides of the industry. With this has also come a new approach, and a fresh look to match.
“We crossed a company milestone of having been in business for over 25 years now. With all of the changing times in the produce business, we felt like it was time to refocus our company objectives and direction,” Amy Gates, President, explains. “The rebranding is the outward representation of our internal vision of what we want Frontera to be known for: Superior Service and Solutions. We have been known for being early adopters of technology within the industry, such as how I sit on the PTI board and have since its inception.”
Amy adds that Frontera is just the right size to offer supply chain partners tailored services to meet their needs, as well as all the administrative support and solutions that are required to be successful partners to retailers, including:
- FSMA Compliance
- Social responsibility
- GFSI Food Safety
- Blockchain technology
- Improving data transmissions throughout the supply chain
“My goal as President is to lean on our core values—integrity, transparency, communication—and build from there. Whether you are buying mangos, watermelon, onions, peppers, or limes, I want our customers to know they are getting the best and most timely information they can get. I would like to be sought out for good service and communication, which are the building blocks for being a premium supply chain partner,” Amy says.
Her experience and knowledge in technology and business development, met with the grower expertise of company Co-Founder and CEO Will Steele and retail prowess of Vice President of Operations Misty Ysasi, blend together the tradition our industry is known for with the cutting edge it needs.
“We will utilize technology to streamline, and good-old-fashion follow-through to make this happen. Let’s face it: Issues will arise when you are dealing with Mother Nature, but our goal is to get information up and down the supply chain to curb costs and increase profits—for us and for our partners. Fast, accurate information, coupled with safe, quality produce is what we are all about.”
To say 2020 has been tumultuous is likely an understatement—yet our industry not only continues on, it even works to triumph. And with all Frontera has put in place, I have no problem seeing it help lead that charge.