About Us
IT'S BETTER WHEN WERE TOGETHER
"At La Fe, we are committed to building a winning culture that fosters inclusivity in the workplace by listening to, learning from, and understanding one another in every interaction."
MR. DERRICK RECKORD
CEO
OUR MISSION
GraceKennedy Foods (USA) LLC – DBA La Fe is a full service distributor of a range of over 1,400 products in the categories of grocery, frozen, dairy and beverages. We represent some of the top brands of food products from the Caribbean, Central America, South America and Europe. With operations located in Wood-Ridge, New Jersey; Miami, Florida and Atlanta, Georgia serving the Eastern United States, our solid network of sub-distributors and wholesalers augment our direct to retail operation, allowing coverage to the mid-western states and the West Coast.
WHAT MAKES US LA FE?
The La Fe brand enjoys excellent recall in the grocery trade. Included in the range of products under the La Fe brand are the finest quality frozen vegetables, tropical fruit pulps, frozen entrees, and frozen root crops. Our teams of marketing and sales professionals have extensive knowledge of the general food market and in particular the ethnic specialty food segment. In order to successfully build a market for our brands, consumers must be informed and made aware of the key attributes of our products.
HOW WE STRIVE FOR SUCCESS
In order to successfully build a market for our brands, consumers must be informed and made aware of the key attributes of our products. We strongly believe that the appropriate support is critical to motivating consumers to look for our products in the grocery stores after placement is achieved. As a full service distributor we ensure that sufficient stocks are available at all times to fill orders for our customers.
OUR APPROACH
As a full service distributor we ensure that sufficient stocks are available at all times to fill orders for our customers. Guided by sound projections and a keen analysis of the performance of each product in the trade, we maintain sufficient stocks to protect the sales our product lines. We adhere to a strict policy of filling our customer’s orders within 24 hours (unique in the industry) of receipt of such orders by our order entry department. Orders are filled and packed for shipping overnight. Deliveries are dispatched with our fleet of trucks from the central warehouse in New Jersey and from our warehouse in Miami.
OUR TEAM
DERRICK RECKORD
CEO
Mr. Derrick Reckord has been the President and Chief Executive Officer of GraceKennedy (GK) Foods, (USA) LLC, since January 1, 2018. Mr. Reckord joined GK in 1987 as a management trainee and quickly established himself as a senior manager within the Group.
OSWALD LYN
CFO
Mr. Oswald Lyn joined GraceKennedy Foods, (USA) LLC, in February 2019, where he held various senior management positions at the GK Group throughout his career. Mr. Lyn has over 30 years as a highly result-driven Chartered Accountant and team leader.
RICARDO BRYAN
SVP SALES & DISTRIBUTION
Mr. Bryan joined the GK in 1996 as a Market Manager for the Northern Caribbean and Latin American Regions. Mr. Bryan has a very successful career at GK, and has been a part of all of the commercial divisions and has been a part of all of the commercial divisions.
MARSHA EVANS
VP OPERATIONS
Marsha is a competitive senior business development professional with a proven track record in FMCG, retail, and home improvement industries. She excels in exceeding targets and recently joined GK USA after holding corporate-level positions within the group.
JOSEFA ESTRADA
HR DIRECTOR
Mrs. Estrada, a seasoned HR professional with over 18 years of experience, joined the company in 2019. She specializes in recruitment, conflict resolution, change management, and strategic HR planning, driving organizational success in diverse environments.
ANDRES FALQUEZ
GLOBAL MARKETING MANAGER
Mr. Falquez, with over 12 years of experience in Marketing and Business Development, joined in 2018 to lead Strategic Marketing and Execution for the Hispanic brand Division, specializing in FMCG’s Food & Beverages, consumer electronics, and advertising.
ALBERTO YOUNG
National Business Development Manager
GABRIEL AREAS
General Sales Manager Southeast Region
ANDREA REYNOLDS
Senior Marketing Manager USA
DESIREE SORENSEN -
NATIONAL ACCOUNTS MANAGER
Ms. Sorensen joined the company in 2012 as a Business Development Manager managing key customer relations from California to Florida. Known throughout the industry for delivering and sustaining revenue as well as profit gains within a highly competitive U.S. market.
JESICA D'URSO -
SR. KEY ACCOUNT MANAGER
With a Business Administration Degree, Jesica joined the company in 2007 as Key Account Manager. Jesica is responsible for the development and achievement of sales, focusing on growing and developing existing chain Accounts, together with generating new business.
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