Crema Of The Crop

Ruiz-Nisimblat credits her father, Richard Ruiz, and grandfather, Robert Ruiz, Sr., as personal mentors and successful Hispanics who set examples she wanted to follow. “My grandfather was a pioneer in the industry and opened many business opportunities for Mexican people,” she says, adding, “as a result, one of my own personal passions is showing the world that we, as Hispanics, have much to offer through hard work and ability.”

While following her father’s advice that she could “sell produce in a man’s world,” Ruiz-Nisimblat decided to add some of her own knowledge and experience to the sales process, including an emphasis on attention to detail and impeccable customer service. “If a customer has a great experience and recognizes we’re committed to them, they’re likely to show loyalty and return to purchase our product,” she reflects. “Eventually, that grows into brand recognition.”

Desirée Morales
W.P. Produce Corporation
Desirée Morales knew she wanted to go into the family business when she was only thirteen and her father, who founded the Miami-based company in 1984, took her on her first business trip to the Dominican Republic. “We were looking for papaya, and it was the first time I was out of my comfort zone,” Morales remembers. “But I really fit right in with the culture, the food, the suppliers—it all felt normal to me.”

After that trip, Morales would beg to go on every business trip. And while she had to go to school, she did accompany her father more frequently. Eventually, after graduating from college and earning a master’s in international business in 2005, she joined the family company as a full-time employee.

W.P. Produce imports tropical and specialty produce from the Caribbean and Central America, with an occasional container from China. Morales is the company’s vice president, charged with overseeing every department and working with suppliers. She is also a mother, who constantly juggles the demands of a high-profile job with the demands of family. “It’s amazing to be a woman and a mother in a leadership role in this business,” Morales says. “The biggest problem for me is disconnecting from the job; I’m always thinking about what to do next, how can we sell more of that? How can we improve this relationship or improve our packaging? It’s a challenge.”

As for Latinas looking to get into the produce business, this Cuban-American advises them to hurry up. “Latinos are a fast-growing segment, and we need more Latinas in the industry to cater to this segment,” she says. “We have inside knowledge of the market and we know the culture. This industry offers a promising future for Latinas who want to work in it.”

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