Ernesto Soto
Hello! My name is Ernesto Soto and I am very excited to be considered for a Board position at the Ashland Food Co-Op. My parents and I immigrated from Mexico City to the California Central Coast in 1990. From a young age, I was inspired by organic produce through my work at the local health food store. I was fascinated by the variety of produce I saw, and eager to learn more about the dedicated individuals that brought food from field to fork. Years later, in 2014, I was given the opportunity to cultivate this passion for organic produce, and its producers, as the Grower Liaison Manager at Coke Farm. I now work with over 100 small and beginning family farmers to coordinate planting schedules, aggregate product, and enhance marketability in order to earn growers the highest value for their crops sold by Coke Farm.Through trust and teamwork, I have seen a culture of collaboration grow within the agriculture community, creating opportunities for success for growers of every size and scale.
I began visiting the Rogue Valley regularly since 2010. My wife, Rebecca, grew up in Ashland, and we always planned to move back here “someday”. That someday came in 2021, and brought us and our daughter home to Ashland! In addition to my work at Coke Farm, I currently serve on the Board of Agriculture and Land-Based Training Association (ALBA) where I help to support new farmers on their path to success. I look forward to bringing my passion for growers and food to this community and to being of service in my new hometown! Thank you.
Why do you want to serve as an AFC Board Director?
My desire to serve on the AFC Board stems from my passion for organic food and my hope to use my knowledge to better serve my community. It is important to me that I contribute to the community in which I live, and I believe that my work on this Board is the best way for me to be of service. I have over 20 years of experience working with organic and natural foods, and it would be so fulfilling to put this experience to use within a mission that aligns with my ethical and professional beliefs and interests.
What experience, education, training and/or skills make you particularly qualified to serve on the AFC Board of Directors?
In my professional role as Grower Manager for Coke Farm (Charlie's Produce), I am responsible for large-scale operations management in which I organize over 100 individual organic growers comprising over 6000 acres of land and hundreds of commodities. My work involves creating and implementing systems and procedures through projections, crop planning, and a deep understanding of business and logistics. I motivate my staff to focus on quality, customer service, and strategic planning, and I believe that strong teams are built through coaching, communication, and collaboration. My background in business management has given me the ability to present ideas and deal with operational challenges in a manner that is creative, diplomatic, and objective-driven, which has in turn established my reputation as being an effective and trustworthy leader.
What key opportunities do you think AFC faces?
I believe that the biggest opportunity for AFC is to extend the local market. In our current environmental and economic climate, we face extreme variables of weather, transportation, access, and finance which makes our reliance on outside products and resources more and more tenuous. By supporting local growers and local communities, we can reduce our dependence on outside resources and increase our self-reliance within our valley and local community. I would be honored to support the growth of our local network through work on this Board.
What is your experience/history with natural and organic foods?
I have spent my whole professional life in the world of natural and organic foods and wellness. My first job was at Staff of Life Natural Food Store in Santa Cruz, CA and I have pursued work and a lifestyle devoted to health ever since. As the Grower Manager at Coke Farm (Charlie's Produce), I am intimately involved with organic food growing and distribution. I am a firm believer in the practices of organic food production; not just because organic food is better for the consumer and for the environment, but also because it promotes equity and justice within communities. It is my passion to support farmers in getting fair prices for their wholesome foods and in ensuring that consumers can access healthy products. I am committed to the tenants of organic farming and land stewardship, and I am dedicated to pursuing opportunities which allow me to build on my knowledge and leadership skills while also contributing positively to the community.
