LARRY BALESTRA
Larry Balestra was born into the produce industry. He is a fourth-generation farmer operating out of Suisun Valley, California where he was born and raised. He began helping his dad out on the farm when he was young, learning the ways of the farming industry. He now farms over 1,200 acres of land full of various commodities. Larry met his wife Lisa while they were both attending Cal Poly San Luis Obispo where he studied Crop Sciences. For over 30 years, Larry and Lisa have owned and operated Larry’s Produce – a produce stand that has grown from a small roadside business to a bustling staple of the Suisun Valley. Larry is uniquely the only owner on the Produce Market that is also a grower.
KEVIN BARNETT
Kevin is an Affiliate Principal Investigator at the Public Health Institute (PHI). He was the founding Executive Director of CACHE, a national center at PHI supporting evidence-informed intersectoral collaboration between healthcare, related sectors, and diverse community stakeholders. Examples of CACHE work include partnerships with national organizations such as United Way Worldwide and the National League of Cities (NLC) to support equity-focused strategies in cities across the country, collaboration at the state level with groups such as the New Hampshire Hospital Association and the Center for Impact Finance at UNH to support a statewide strategy for community development investment and policy advocacy, and regional collaboration with Communities Lifting Communities (CLC) at the Hospital Association of Southern California to design a strategy to invest in affordable housing through the LA Partnership. Kevin also led research and fieldwork in support of health workforce diversity. Recent work includes serving as co-director of the management team for the California Future Health Workforce Commission and co-author of the 2018 report “Meeting the Demand For Health.” Kevin serves on the Board of Directors for the Trinity Health System and the Pathways Community Hub Institute, and on the Advisory Board of Health Career Connection.
KEVIN COOK
Kevin Cook is the Director of Human Resources at Earl’s Organic Produce. Born and raised in the Bay Area, his career has spanned retail and human resources, all the while maintaining his passion for team development. Before coming to The SF Market, Kevin worked in HR at Grocery Outlet in Emeryville. He was an Executive Team Leader at Target for eight years and a store manager for Roger Wilco Markets for six years. Kevin holds a BS in Business and Economics from Sonoma State University. He joined the Board of Directors of the San Francisco Produce Association in 2019. Kevin lives in Albany with his daughter, and they can be found skiing, camping, at the beach, or doing anything else outdoors in their free time.
TERRY FEINBERG
Terry Feinberg has an extensive background in marketing, agriculture, and nonprofits. He started his first marketing agency in San Jose in 1981. He has served on the boards of directors of over a dozen nonprofit organizations, and spent 15 years in association management, leading nonprofits in California and Arizona. In 2012, after a four-year stint as a digital and daily newspaper publisher in Salinas, CA, Terry cofounded Moxxy Marketing, and helped grow it into a nation-leading agency focused on working with companies growing, shipping, processing, and selling fresh produce. Today, Terry is an independent marketing and business consultant. Married with two fur-kids, Terry lives in Gilroy and spends as much time as he can scuba diving and traveling.
VINCE KORTA - Board President
Vincent Korta is the Chief Operating Officer at 2B Living, a Bay Area residential property management firm. In this role, he has led the buildout of the firm’s maintenance and construction management departments, as well as helped increase the firm’s units under management from 750 to over 4,000 in the span of five years. Prior to 2B Living, he served as Vice President and Investment Manager at Bailard, an investment firm with a private real estate fund of over $1B in gross value. There he focused on acquisitions and asset management of commercial properties in the Western United States. He holds a BS from the University of Arizona and an MBA from the Wharton School – University of Pennsylvania. He lives in San Francisco with his wife, Lara, and two kids.
LESLIE KRASNY - Board Secretary
Leslie Krasny is the President of Krasny Law Office, specializing in food law. She has held legal and executive positions, primarily in the food industry, for 35 years. She advises companies and boards on matters including regulatory compliance (including produce safety), business strategies, inspections/recalls, and class action lawsuits for food marketing claims. Previously, she was Vice President and General Counsel of Dole Packaged Foods Company, Managing Partner of the San Francisco Office of international law firm Keller and Heckman LLP for 18 years, and outside General Counsel of the Produce Marketing Association (now International Fresh Produce Association). She served on the Board of Directors of the Food and Drug Law Institute (FDLI) and received FDLI’s Distinguished Service and Leadership Award.
DAVID LEA
David Lea is the owner of Cabrillo Farms Ag, Inc., where he farms 200 acres of mainly brussels sprouts in Moss Beach, CA. He is a third-generation farmer, born and raised in Half Moon Bay, and holds a bachelor’s degree in agronomy from California State University. After college, he worked for the San Mateo County Ag Department as a produce inspector on the South City Terminal market. He later returned to farming alongside his father and grandfather. Cabrillo Farms has been delivering vegetables to the produce market for more than 60 years (Cover Girl).
RAY MAH
Ray Mah serves as President of the San Francisco Produce Association (SFPA) Board of Directors and as General Manager of Berti Produce Company. Berti Produce was founded over 100 years ago and has been Ray’s home since 1988 when he started his career in produce sales. He represents not only his employees but also the produce businesses currently located at The SF Market, where merchants play an important role in overseeing the Market’s operations.
JEANNE MYERSON
Jeanne Myerson of San Francisco, California, is a real estate industry leader with over four decades of experience in commercial real estate investment and community economic development. Myerson served as the first CEO of the Americas region of the Urban Land Institute, an interdisciplinary research and education institute dedicated to leadership in land use and creating thriving communities worldwide. She founded The Belgrave Group in 2015, an independent consulting firm, focused on guiding private companies through tricky transitions. Prior to that, she served for 17 years as president and CEO of The Swig Co. and has held senior executive positions at Bailard Biehl & Kaiser (Bailard), NeXT Computer Inc., and Metropolitan Life Real Estate Investments, after several years working in the community economic development world.
Myerson was recognized in 2009 by the San Francisco Business Times as the Bay Area’s “Most Admired Private Company CEO.” She has been inducted into the Women of Influence in Real Estate Hall of Fame and the Real Estate Forum’s Hall of Fame. She is serving, or has served, on several corporate boards, including the Berkshire Residential Investments (2014 to present) and NYSE-traded BRE Properties Inc., BRE (2002-2014); and on several nonprofit and industry organization boards including the Homeless Prenatal Program (HPP), SPUR, and presently as a trustee of Grinnell College (2017-present), currently as chair of the Facilities Committee.
Myerson holds a B.A. with Honors (and Phi Beta Kappa) from Grinnell College and a master's degree in city and regional planning from Harvard University.
LAURIE POSTON - Board Treasurer
Laurie is a nonprofit financial consultant with over two decades of experience specializing in assisting small to medium-sized nonprofits with their financial systems, operations, planning, and reporting. She initiated her nonprofit career at Glide Foundation and Glide Community Housing, where she led the enhancement of their financial monitoring and reporting throughout periods of organizational growth. In recent years, Laurie has supported various San Francisco nonprofits across diverse sectors including parks and public spaces, faith-based communities, and criminal justice. Her expertise as a financial consultant has been instrumental in guiding these organizations toward financial stability and strategic growth.
Beyond her professional pursuits, Laurie has volunteered with numerous nonprofits based in the Bay Area, focusing on aiding families in need and advancing women's and girls' education. She joined the SF Market as a member of the finance committee in 2022.
Laurie holds an MBA from UC Berkeley and a BA from UCLA. She is a Bay Area native.
ROCHELLE ROSS
Rochelle Ross has over 20 years of experience spanning start-ups to nonprofit to Fortune 500 companies. She led all marketing and communication for Yahoo Small Business with over 800k small business subscribers and nearly $200M in sales. She consolidated and modernized marketing across the Outward Bound wilderness-education schools; and launched and ran Ramp Network’s reseller program, which at 7,000 partners became a strategic part of its IPO financial story. She holds a Bachelors in Business from Loyola Marymount University. Rochelle joined The SF Market board in 2023; she sits on the Marketing Committee and chairs the Strategy Committee.
ANDREW WIETSTOCK
Andrew Wietstock serves as the Director of Office Asset Management for DRA Advisors LLC, a New York-based real estate investment advisor. He is responsible for the performance of the company’s national Office portfolio, which includes a broad spectrum of strategies ranging from stabilized buildings to complex redevelopments. Prior to his current role, Andrew managed a diverse portfolio of office and industrial assets across the western United States, including food manufacturing and distribution facilities. Before joining DRA, Andrew held similar positions with UBS AG. He holds a BS from The Wharton School – University of Pennsylvania and lives with his family in the East Bay.