Luis is a food industry leader who was Vice President of Sales for Goya Foods Inc. from 2014 to 2017 and was previously with the company from 1997 to 2006. Goya Foods is the largest privately held ethnic food company in the United States. From 2017 to 2019, he operated his own marketing and retail operations consulting firm (DomEc Enterprises LLC), providing high-level consulting services to retailers and investment groups conducting business in ethnically diverse markets.
Luis has more than 25 years of professional sales and marketing experience. Over the course of his career, he has developed specialized expertise in food sales and marketing, along with corporate and independent retail sales operations nationally. Luis has worked in national and multinational companies including White Rose Foods, Reckitt Benckiser, Perrier, and Gallo Wines, holding leadership roles in the diversification of store brands, development of strategic sales plans, and product development.
He holds a bachelor’s degree in political science with a concentration in economics from Rutgers University, along with a certificate in finance and accounting from Columbia University. Luis is a first-generation Dominican immigrant who owes his passion for business to the work ethic and entrepreneurial spirit he learned from his parents as they ran a small, family-owned business in Jersey City, New Jersey.
He now lives in Greensboro, North Carolina with his wife, Sandra Echeverria; their daughter, Camila; and son, Adrian. In his spare time, Luis enjoys cooking gourmet meals for his family, reading and playing golf.
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