Bill always planned a career in produce. His family has been in produce in the Salinas Valley for the last five generations.
Armstrong Road, located in the heart of the Salinas Valley, California is part of the family's local legacy. In fact his great grandfather along with Bill's great uncle built the first agriculture well in Salinas in 1898.
Bill is a graduate of UC Davis where he received a BS in Agriculture Science & Management. His education in produce was not limited however to the classroom. He started his career working in the fields and packing sheds as a young man.
Bill was hired by a major foodservice distributor and earned a reputation for seeing the markets clearly and knowing the best course of action to take. This expertise and talent combined with an exemplary reputation lead fellow executives at his employer to encourage him to start his own company and fill a void that they believed he was exclusively qualified to fill. Armstrong Marketing was born.
Bill met his wife, Dana, at UC Davis. They have been married since 1985 and have two children. Bill is committed to a plant based diet as the smartest way to maintain or regain one's health and vitality. Starting with the freshest and highest quality produce Bill believes that healthy eating starts from fresh farm grown produce.
His hobbies include photography, golf, and daily exercise.