Sierra Agra USA

Company

Sierra Agra USA transforms the “unseen harvest”¹—culled, rejected, or cosmetically imperfect produce—into a diverse portfolio of juices, purees, concentrates, and by-products, addressing a critical yet often overlooked issue in California’s Central Valley.

Roles

Advisor to the Board, Marketing Consultant (July 2022 – July 2024)

Drawing on my experience as a broker in the juice and beverage industry, I joined Sierra Agra USA in July 2022 as an advisor to the board, focusing on sales and marketing. I collaborated closely with the C-suite to shape the company’s positioning and marketing strategy, leveraging my industry network and expertise built through indupro and my authority grown through Juice News .

VP of Business Development (August 2024 – April 2025)

In 2024, it became clear I could make a greater impact by joining the team on the West Coast. After thoughtful discussions, my family and I relocated to Visalia, California, and I transitioned into the role of VP of Business Development, based at the Fowler facility. This marked my return to being an employee for the first time in over 25 years.

Startup Realities

The thrill of working in a startup brings unparalleled experience and opportunity, but it also comes with uncertainty. A startup’s path can be shaped by many unpredictable factors. In April 2025, my journey with Sierra Agra USA concluded due to economic circumstances. While I respect the business decisions made, I cannot share further details.

Reflections

My time at Sierra Agra USA was a rewarding chapter, filled with growth and challenges. I remain passionate about the mission to transform the unseen harvest and am grateful for the opportunity to have contributed to such an innovative venture.