1 July, 2024, Montebello, CA: Source Logistics, a provider of value-added warehousing, distribution, and fulfillment services to the consumer goods sector, announces a strategic leadership reorganization to facilitate its growth strategy capitalizing on growing US demand for Hispanic goods. This move is supported by a significant investment from Palladium Equity Partners as part of its broader USD 1.3 billion initiative into the US Hispanic market.
Effective July 1st, Raul Villarreal, co-founder and former COO, will assume the CEO role. Villarreal brings 25 years of experience and has been instrumental in shaping the company’s strategic direction. In his new role, he will continue building solid relationships with customers, employees, and stakeholders and ensure execution against key KPIs as the business expands and evolves.
Former CEO and co-founder Marcelo Sada will transition to a new strategic leadership role as President of Corporate Development, driving the company’s growth and expansion initiatives, including mergers and acquisitions (M&A), establishing new sites, and strategic partnerships.
“We’re excited about this transition and the opportunities it brings,” said Marcelo Sada. “Raul’s deep understanding of our mission and vision, combined with his extensive experience, makes him the ideal leader for Source Logistics as we enter this next growth phase. My new role will allow me to concentrate on strategic initiatives supporting our expansion and creating new opportunities for our team and partners.”
Raul Villarreal added, “I am honored to take on the CEO role and continue building on the legacy Marcelo and I have created over the last 25 years. Our focus remains being the best logistics partner for our employees, customers, and vendors. With Palladium’s support, we are well-positioned to achieve our ambitious growth objectives and provide enhanced services to all of our customers.”
The leadership reorganization is part of Source Logistics’ broader strategy to capitalize on the increasing US demand for Latin American consumer, health and beauty, food, and beverage products. This strategic move, coupled with an expanded leadership team and strategic investments, will enhance experiences for Source Logistics’ long-standing customers and service the growing demand for Hispanic brands in the US.