With over 25 years in the foodservice industry, Jorge brings a deep love of Latin cuisine, strong relationships, and years of hands-on experience to the Hispanic/Latin Segment on the West Coast.

As National Sales Manager for the West Coast, Jorge plays a key role in supporting operators and helping Latin-inspired concepts thrive. His journey began in restaurant management before he moved into sales, where he discovered his talent for building strong relationships and staying ahead of culinary trends. Drawn to Performance’s energy and momentum in the market, Jorge joined the team eight years ago — and hasn’t looked back since.

“I never really considered myself a foodie until I started working with my current team,” Jorge shares. “We have people from Ecuador, El Salvador, Central Mexico, and Northern Mexico.” That diverse blend of backgrounds and perspectives helped shape Jorge’s appreciation for regional flavors and traditions — and strengthened his commitment to sharing that richness with others.

For Jorge, the work isn’t just about products, it’s about people. “I am very proud of our tightly knit team — how we support each other and the camaraderie that we all share,” he says. That collaboration extends into how items are selected and brought to market.

Of course, he has a few personal favorites too. “Some of my favorite items are our Contigo Chile Rellenos, our tortillas, pupusas, our Birria Base, Mango Mousse Cake, and the Cinnamon Churro Cheesecake,” he says — and if you’ve tried any of them, you know why.

Jorge’s blend of experience, cultural pride, and team spirit makes him a trusted resource and a passionate advocate for flavors that inspire.