A passion for produce has a long history at Armstrong Marketing. The Armstrong family has worked in the agriculture industry for the last five generations. Their roots run deep in the Salinas Valley dating back 150 years.

Bill's great-great grandfather, John G. Armstrong, migrated from upstate New York to the Salinas Valley in the early 1860's. The first three generations of Armstrong's in the Salinas Valley created and operated a family cattle business on the Gabilan mountain range which frames the eastern side of the Salinas Valley. The family ran cattle on 16,000 acres above the town of Gonzales and operated a 1,800 acre feedlot near the city of Marina.

Bill's father, Jack Armstrong, was the first family member to work with fresh produce. Jack's career in the Salinas Valley spanned from 1948 to 1995. Jack spent 30 years as the executive vice president of Fresh International which was the holding corporation for several produce companies including Fresh Express and the Bruce Church Co. Bill's parents continue to call the Salinas Valley their home. They have been married for 63 years and enjoy their family of three children, seven grandchildren and four great grandchildren.

Bill knew early on he had a passion for produce and would spend his career doing what he loved. He learned the industry literally from the ground up and went on to graduate from UC Davis with a B.S. in Agricultural Science and Management. He worked for prestigious Salinas based companies including Bud of California, Fresh Express, and Markon. In 1991, Bill was hired by the PRO*ACT Board of Directors to open and manage a newly formed Salinas buying office.

In 1995 Bill was encouraged by the executives at three east coast foodservice distributors to launch Armstrong Marketing. They knew Bill would be able to satisfy his customers in a way only he could do. He was joined in the business by Bill Thompson who is a specialist in Logistics and Quality Assurance. Together Bill Armstrong and Bill Thompson form a synergetic team that has a thorough understanding of the agriculture business and also know the best and most efficient way to accomplish the customers' goals.


  • 975 West Alisal, Suite F
    Salinas, California 93901


  • 855.855-7881
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Mon-Fri 6am-4pm PST
Sat 7am-10am PST

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