Jorge Martinez, 36

Director of Varietal Operations, Lemons, Sunkist Growers, Valencia, CA

June 12, 2026 | 3 min to read

SHORT BIO

Hometown: Valencia, CA
Hobbies: Spending time with family, Watching and playing sports
Family/Community: Married, 2 children, California Lutheran University, Nature Conservancy, Center for Biological Diversity, Youth soccer coach
Motto in life: Work hard, be humble, and most importantly, be kind.

Martinez began his produce career with Sunkist Growers in January 2016 as an account manager, taking on some of the most challenging accounts in the Sunkist portfolio. Tasked with reversing declines, he quickly demonstrated his ability to identify customers with the potential to grow, developing relationships and driving weekly sales gains.

He successfully elevated performances across wholesale, foodservice, retail and brokerage accounts. His exceptional performance resulted in him being awarded the honor of Sunkist Sales Leader for both domestic and global sales in 2021.

The following year, he was promoted to a key account manager. In this role, Martinez focused on key retail accounts.

His continued sales success set the stage for his transition to the Sunkist varietal team, moving into operations as director of varietal operations in 2023. In this leadership role, he oversees the activities of the largest lemon shipper in the world, including Sunkist Growers’ global lemon program. The program manages the marketing and movement of over 20 million cartons of lemons per year.

He completed the IFPA Emerging Leaders Program in March 2020.

Q: How did you begin working in the produce industry?

I entered the produce industry somewhat by accident and, honestly, had no idea what to expect. My wife found the job listing and encouraged me to apply, believing I would be a great fit due to my two degrees in communications and Spanish.

Despite having no previous produce experience, the opportunity to work with a company that helps provide nutritious food to families around the world felt meaningful and too important to overlook. What started as a leap into the unknown, quickly became a career I’m truly passionate about.

Q: What do you wish you knew when you first started your career?

I wish I had recognized earlier the importance of remaining open to change and embracing adaptability within this industry. No two seasons are the same, and Mother Nature always keeps us on our toes.

Understanding early on that flexibility isn’t just helpful, but essential, would have made my first few years a little smoother. I have learned to anticipate change, pivot quickly, and remain steady through uncertainty, which is one of the most valuable lessons I have learned throughout my career and something I have instilled in my team as they have progressed.

Q: What is the one thing in your business you are most passionate about?

I am most passionate about and love that we provide a healthy and delicious product that is appealing to all ages. I take great pride in representing Sunkist Growers because the organization truly prioritizes healthy living and is committed to providing the highest-quality citrus to consumers.

Beyond the fruit itself, I love that we provide healthy recipes and tips to consumers using our fruit and strive to make it accessible to everyone. Knowing that our work contributes to healthier lifestyles is what motivates me.

Q: What would you like consumers to know about the industry?

That the citrus industry plays a vital part in the agricultural sector, contributing to both local economies and global food supply chains. Citrus is not only delicious and nutritious, but also offers numerous health benefits. Our industry is deeply committed to supporting sustainable and responsible citrus farming practices.