Kiah Ruvalcaba, 37
Vice President, Marketing & Business Development, Fowler Packing Company, Fresno, CA
June 12, 2026 | 3 min to read
SHORT BIO
Hometown: Clovis, CA
Hobbies: Travel, Pilates, Non-fiction books, Podcasts
Family/Community: Married, 2 children
Motto in life: What you aren’t changing, you’re accepting.
As vice president of marketing and business development at Fowler Packing Company, Ruvalcaba has been instrumental in scaling the Peelz and Samsons brands into nationally recognized, retail-driven success.
She began her career in agriculture in 2015 as an account manager at Meras Engineering, working directly with growers on precision irrigation and ag chemical solutions. In 2016, she moved to a marketing position at JP Marketing, where she led the agency’s Farm to Shelf initiative and developed brand and go-to-market strategies for produce companies across California’s Central Valley. In 2018, she was recruited as a marketing manager by Family Tree Farms.
She joined Fowler Packing Company in 2019 as director of marketing, where she led the development and launch of the Peelz citrus brand. Since its introduction, Peelz has grown from concept to become the fastest-growing citrus brand and the second largest in the category. In 2025, she was promoted to her current position where she leads brand strategy, market expansion, and growth initiatives, and serves as the company’s only female executive.
She served as secretary for Central California’s Women for Agriculture from 2015 to 2017, supporting industry advocacy and leadership initiatives. She participated in Leadership Fresno’s Class 34 in 2018, and completed the Executive Leadership Development Program at Cornell University in 2024.
Q: How did you begin working in the produce industry?
My path into the produce industry started unexpectedly when a peer recruited me into a sales role. That early exposure gave me a deep appreciation for the agricultural supply chain and later positioned me to lead the Farm to Shelf initiative at the marketing agency where I worked. Living in California’s Central Valley, I quickly recognized that some of the most dynamic and creative opportunities were rooted in the produce industry.
Q: What do you wish you knew when you first started your career?
Early in my career, I wish I had understood that action absorbs anxiety. It’s easy to overthink decisions, wait for perfect clarity, or feel intimidated by new challenges. What I’ve learned is that progress comes from taking thoughtful action, even when you don’t have every answer. Momentum builds confidence, and many of the opportunities that shaped my career came from stepping forward before I felt completely ready.
Q: What is the one thing in produce that you are most passionate about?
I’m most passionate about redefining how produce is marketed, moving beyond price and into brand, experience, and the emotional connection.
Q: What accomplishment are you most proud of in your career?
I am most proud of becoming the first female vice president and executive in the company’s history. This represents not only a personal milestone in my career growth, but also a meaningful step forward in paving the way for future female leaders within the organization.
Q: What are some trends you think fuel consumers to purchase more produce?
As a marketer, I live, breathe and study these trends. Consumers today are increasingly driven by health and wellness, convenience, quality and value.
They’re also looking for products that feel niche, whether through unique varieties, strong branding or a compelling story.
NOMINEES
