Michael Armata, 34
Buyer/Sales , E. Armata Inc. , Bronx, NY
June 9, 2025 | 3 min to read
SHORT BIO
Hometown: Cold Spring Harbor, NY
Hobbies: Boating, Traveling, Trying new restaurants
Family/Community: Engaged
Motto in life: Don’t stop until you’re proud.
Armata started working on Hunts Point when he was 10, going to work with his father, Chris Armata. He swept and leveled pallets until he was old enough, at about 14, to make deliveries to customers in the market. He would build the orders and bring them to their trucks. When he wasn’t doing that, he was unloading trailers or rail cars. He worked in these roles until he was about 18. Eventually, he learned how to properly receive products in the company’s system and move product. In 2012, when he was about 21, he started in the sales booth, listening and learning to sell tomatoes. Soon enough, he moved to the night shift and started to grow a clientele. Since moving to the buying side, he transitioned through different departments, learning all aspects of sales and buying. He started buying blackberries, eventually taking over the berry department.
In 2021, he took control of the hot-house specialty department, as well as most of the tomato department.
His role grew from learning how to buy to overseeing the day and night sales. He was also involved heavily in revamping the company’s website in 2018 and in putting together the company’s new logo in 2024.
Q: How did you begin working in the produce industry and why?
I would see my father go to work and wanted to be just like him, my uncle, and my grandfather. As a boy, I would go to the market with my father. He would tell the foreman that he was in charge of me and then go upstairs to work. Working downstairs doing manual labor was the best learning experience I could have asked for. I got to learn how to do things the right way by dedicated, hardworking people.
Q: What advice would you give someone new to the produce industry?
Be consistent and patient. It takes time to develop relationships. Once you do, it’s well worth it, and you will love talking to your growers/shippers every day. They will become like family.
Q: How has the industry changed during your tenure?
I have seen a change in the off product being moved. The customers now find it very difficult to move product that may have scarring or any imperfection. It has made the salesman’s job much more difficult to push and keep the rotation going.
Q: What challenges and opportunities do you see for the future of the industry?
There are challenges with any business. But for us right now, I would say it’s getting orders in a timely manner. This business isn’t a nine-to-five, so you really do not have set times for anything. This makes it difficult at times to get trucks out and on the road. We make sure to prioritize our trucking orders, but it is still a challenge.
Q: What do you think consumers will desire in the future?
I believe the average consumer really appreciates a nice package. They like to see bags and clamshells designed for the end consumer with beautiful colors and designs. I think we will be seeing more of that as time goes on. COVID made people really think twice about how many hands touched the produce. By putting them in a sharp retail pack, you can really see the increase in sales.
Q: What accomplishment are you most proud of in your career?
I am most proud of being able to continue my family’s name and legacy in the produce world. My family has worked very hard for many years to establish a good reputation. It really is an honor just to be considered part of that team and be able to do this with my family.
NOMINEES
