About Us

Our people are our best assets

Will SteeleWill Steele assumed the role of President and CEO of Frontera Produce LTD in September of 2007 as a result of a major organizational restructure in July. In his new role, Will is responsible for the day to day operations of the company in addition to the strategic vision of growing operations and product expansion both domestically and internationally.

Prior to the company restructure, Will was a general partner with his father, Jim Steele, and held responsibility for all sales and procurement for non-Mexican produce. Will has been a partner in Frontera Produce since its inception and remains a catalyst for the continued expansion and growth of the organization.

As a leader in the produce industry, Will holds positions on industry committees including:

  • Texas Produce Association Committee Member
  • United Fresh Produce Association, Board Member

In 2011, fresh produce industry publication The Packer named Steele its first

“Importer of the Year” for his fair business practices and solid relationships with both U.S. and Mexican growers.

Prior to joining Frontera Produce in 1992, Will was a police officer in his hometown of Edinburg, Texas. Will earned his college degree from Texas State University in San Marcos, Texas.

Growing the food your family loves to eat, since 1993