President, CEO, and Co-Founder
Davis started his produce career in 1992 when he joined a fast-growing produce company in Vancouver. With a strong desire to learn and grow, Davis worked in logistics, import, buying, sales, and became the Director of Sales & Marketing. After the owners retired and sold their business in 2001, Davis decided it was the right time to start his own consulting business and explore future ventures. With a vision of building a global produce company, Davis and his two partners, Albert Lum and Kam Chiu Lee, founded Fresh Direct Produce in 2003. The company has since grown rapidly for the past 17 years and has been recognized as one of Canada's Best Managed Platinum Companies.
Davis's business acumen and contributions to the industry has led to many professional awards: Produce Business and Business In Vancouver's Forty under Forty, Ernst & Young Entrepreneur of the Year award, The BC Ethno Business Award, The Packer 25, and most recently, the 2020 BC Produce Person of the Year.
Davis is committed to the development of the produce industry. He is currently the Chair of the Executive Committee and the Board of Directors of the Canadian Produce Marketing Association (CPMA). He was a Past Chair of the Audit Committee for the Produce Marketing Association (PMA) and sat on the BC Food Processor Association board. Davis holds a Bachelor's Degree in Business Administration from Simon Fraser University, an MBA from Queen's University, and the CPA, CMA designation.
Director of Sales, Co-Founder
Albert has over 30 years of sales and business development experience in manufacturing and food service, along with 19 years of sales leadership within the produce wholesale industry. Deriving his passion from relationship-building aspects, Albert explains his perspective in doing business - "It's just about people ... caring and servicing them, and providing the same standard of quality produce you would bring home to your own family."
Albert is also actively involved in the produce industry, where he served as a Director of the BC Produce Marketing Association from 2011 - 2020. He also leads the Company's community outreach and philanthropy programs with the BC Children's Hospital Foundation, Quest Food Exchange, the Vancouver Food Bank, inner-city school food security programs, churches, and other community groups. During his downtime, Albert enjoys carpentry, and outdoor activities such as camping, fishing, and biking with his wife and two children.
Albert holds a Building Construction Certificate from Vancouver Community College, a Bachelor's degree in Urban Planning from Simon Fraser University, and went on to graduate studies in Sales and Marketing from the University of British Columbia.
(The late) Kam Chiu Lee
Former Sales Manager, Co-Founder
When Kam (‘Chiu gor’) entered the produce industry in the 1980s, he possessed an incredible passion for it. He, along with Davis Yung and Albert Lum, co-founded Fresh Direct Produce in 2003, and his love for the industry grew. Kam, often being the first to arrive and the last to leave, taught many of us the immense values of a strong work ethic and resilience. He was an integral part of Fresh Direct’s tremendous growth, and over the years, not only did Kam help build our strong foundation, he was also a great ambassador of our core values.
Kam greeted everyone (drivers, customers, staff, visitors...) with a big smile on his face and built relationships that lasted a lifetime. Chiu gor loved people, and he was much loved and respected in return. Our family and community will always miss his wisdom, caring, humour, and heart.
Chief Financial Officer
Jozef directs the company's support functions (finance, accounting, information technology, human resources, real estate, and marketing), and he plays a key role in developing the company's corporate strategy. In addition, he leads the company's Calgary Distribution Centre and assists the CEO with M & A activities.
Jozef Co-Chaired the Marketing Committee of the BC Food Processors Association from 2011 to 2013, and he was a Co-Chair of the Association’s Finance Peer Group in 2017 and 2018. In 2013 he was elected to the BCFPA's Board of Directors and was appointed Treasurer for three years, and then the Executive as Secretary for an additional three years. He currently serves on the Board of the Finance & Budget Committee for the Produce Marketing Association.
Previously Jozef was Senior Vice President, Corporate Finance with Wolrige Mahon Corporate Finance Ltd., where he provided strategic planning, business planning, and cost reduction programming initiatives to support the growth in corporate sales and profits for a roster of clients. He was the President of the Surrey Board of Trade, the Treasurer of Silver Star Adaptive Snow Sports and a Mentor with the Canadian Youth Business Foundation. Jozef holds a B. Comm. from the University of Toronto, he is designated as a CPA, CMA, and is designated as a Chartered Director (C. Dir.).
Branch Manager, Calgary
Dale has been in the produce industry for over 20 years, with experience in retail, wholesale, and brokerage environments. Before joining FDP, Dale was a key Account Manager where he developed valuable industry relationships and experience, working and dealing predominantly with large national grocery chain stores. He joined our Calgary Sales team in August 2014 as a Senior Account Manager and soon after became Calgary Sales Manager and a strategic member of our Management Team. Since July 2019, Dale has taken on overseeing all operational responsibilities as Branch Manager.
Dale and his wife have two children who are very active BMX cyclists and are members of the Canadian National Team. Dale's interests include cycling, photography, travel, and spending time with his family.
Director of Procurement
Growing up working on his family's vegetable farm, where he did everything from planting, growing and harvesting, Zan's knowledge of the produce industry runs deep. Zan also worked as a supervisor at a retail chain store, and his background gives him a well-rounded understanding of the industry from the field to store shelf. Zan joined Fresh Direct Produce as the head of our buying department in 2003. He credits his upbringing with helping him forge strong relationships with growers and suppliers to source premium products. In 2012, Zan received the 40 under 40 award by Produce Business. In addition, Zan serves as a Career Ambassador in the PMA's / CPMA's Career Pathways Program, which connects the Produce Industry to future leaders, CPMA’s Passion for Produce Alumni, and is Director on the BCPMA board . Zan loves the fast-paced nature of the business, where every day brings a new challenge. He, his wife and two young sons enjoy a healthy lifestyle, including eating large servings of fruits and vegetables and regularly engaging in golf, cycling, tennis, basketball, and fitness routines, including finishing Whistler Canada’s Tough Mudder 2019 Classic event. Zan holds a Bachelor's degree in Economics from Simon Fraser University.
Director of Import & Export
Susan, who leads Fresh Direct Produce's Import and Export team, has extensive international food distribution sales and marketing experience that includes developing leading brands such as Lindt Chocolate, Fisherman's Friend Lozenges, and Hero Preserves in the Asian markets. Since arriving in Vancouver in 1991, Susan has thoroughly developed both supply and sales channels for a multitude of produce items in various markets across the globe. Passionate about produce, along with a keen eye for business development opportunities, Susan initiated the import of numerous new produce items from China into the Canadian marketplace, such as Fei Zei Xiao Lychee. Susan is a graduate of administrative studies from the Hong Kong Polytechnic. Outside of her business activities, Susan enjoys travelling, singing, workout and yoga.
Director of Operations
Danny has over 30 years of distribution and manufacturing operations experience, including 20+ years related to fresh produce distribution and the food services industry. As leader of the FDP Operations team, Danny and his team continuously improve on operating processes as well as food safety and work safe programs. As a Certified LEAN Black Belt Champion, Danny and his team are committed to providing Fresh Direct Produce customers with safe, top-quality produce in a timely manner, on a daily basis. They seek to not only do the job but master it, make their actions speak louder than words, not to "Just do it!" but more importantly, "Do it Right!". Danny is a graduate of the Hong Kong Polytechnic in the field of Manufacturing Engineering and is also a member of the Guild of Industrial, Commercial, and Institutional Accountants, Canada ("ICIA"). In his leisure time, Danny enjoys playing guitar and is also an avid golfer and tennis player along with his wife and children.
Procurement Manager, Organics
Steven started his career in the produce industry with Fresh Direct Produce in 2003, upon graduating from UBC with a Bachelors' Degree in Commerce, and a concentration in Transportation and Logistics. He initially joined Fresh Direct as an Assistant Buyer, and shortly thereafter was promoted to a Buyer in 2005. His responsibilities included buying for a broad basket of produce commodities and working with key strategic customers. Steven continued to hone his skills, and was promoted to Senior Buyer in 2010 with larger buying responsibilities, and customer relationships.
In 2014, Steven was promoted to the Management Team as Assistant Procurement Manager and subsequently in 2016 he was promoted to Procurement Manager, Organics. In this key management role, Steven developed a strong team of organic produce Buyers and significantly grew the category from 3% to 15% of sales. Steven has been an Alumni member of the Passion for Produce program since 2012, and is an active member within the BCPMA, CPMA and attends the PMA Conference each fall. Steven enjoys playing basketball, soccer, and travelling with his wife, and four sons.
Steve began his career in fresh produce as one of the original members of the Fresh Direct team in 2003 after graduating from SFU with a Bachelor's Degree in Economics. He started as a packer on our Operations team and was promoted to Sales as an Account Manager shortly after. Steve further developed his knowledge of the industry by becoming a Buyer, spending a year on the procurement side of the business. Ultimately, he chose to focus his energy on sales, where his passion lay. Over the next 13 years as a Senior Account Manager, Steve, with his strong work ethic, sharpened his industry skills and knowledge while developing loyal relationships with Fresh Directs' customers.
In 2017, Steve became a Team Leader. He led a team of four, helping and supporting them to reach their sales targets, reduce returns, and develop new business. In the same year, Steve was also honoured as one of the select members of the CPMA Passion for Produce program. In October 2020, Steve was promoted to Sales Manager in recognition of his leadership, expertise, dedication, and desire to help our team grow and reach its goals; he also continues to pursue personal and professional growth.
Husband and father of 2 children, Steve enjoys spending time with his family, running, working out, swimming, reading, listening to audiobooks, hockey (Go Canucks!) and collecting sports cards.
"We are so grateful for the ongoing support we receive from Fresh Direct Produce. Your commitment to healthy communities and your passion for pediatric health care has a positive impact on the 1 million children we serve in BC and the Yukon. It is thanks to donors like Fresh Direct Produce that we are able to aim higher for our kids."
President and CEO, BC Children’s Hospital Foundation
Since I have started working for Fresh Direct there have been multiple opportunities for my colleagues and I to improve our skill sets. Fresh Direct truly believes in providing training(internally as well as externally) for its employees to better not only themselves professionally but personally as well. This open-mindedness provides a wonderful environment allowing us to not be afraid to ask questions and seek the answers no matter where that takes us. It has been a great pleasure of mine to work for Fresh Direct and I look forward to the future.
Account Manager, Fresh Direct Produce, Calgary, Alta.
"The customer service at Fresh Direct is one aspect that stands out for our operation. They are responsive and always willing to work within our needs. Having a location in our city of operation has been a another big plus! Our business together has grown more than anticipated and this is a sure sign they are doing good work."
Fresh & Bulk Foods Category Manager, Community Natural Foods, Calgary, Alta.