In Spanish, the word “primo” means cousin, or a close friend or relative that is like a cousin. Colloquially, in urban slang, “primo” is used to refer to something of the highest quality. Both of these definitions apply to Primo Trading Services, because we treat our clients like family, and we pride ourselves on providing the highest quality citrus, avocado, and tropical produce in today’s market.
With more than 22 years of combined experience in the agriculture and trade industries, Primo Trading Services partners pride themselves on possessing an adept understanding of the ever-evolving produce industry, as well as international trading trends and future patterns. Our team has a wealth of knowledge in agriculture, educational experience in business management, combined with a pulse for legislative and public affairs on current issues of relevance regarding trade and commerce in the produce, agriculture and related industries.
Roberto Antonio “Tony” Martinez, a native of South Texas, grew up among the miles of agriculture fields in deep South Texas, and has been entrenched in the produce industry for the majority of his professional career. Martinez is a combat war veteran of the United States Marine Corps, having served in Operation Iraqi Freedom II, and was honorably discharged in 2007. Martinez received his Bachelor’s Degree in Political Science with a minor in Business Administration from the University of Texas-Pan American. Martinez began his professional career working in business development and as a sales manager, where he specialized in revitalizing key client relationships by targeting different sectors of business. Martinez continued his career in sales for a variety of leading produce companies throughout the country. During his sales experience, Martinez’s successes included increasing sales and market shares; overseeing million-dollar budgets; managing hundreds of sales force team members; implementing new structure, processes, measurement and accountability with an increase in profitability and revenue; decreasing operational shrinkage; and outsourcing packing to result in considerable annual savings; among other successes. Martinez was also influential in developing strategy, methodology, approach & processes with all business partners and inter-governmental agencies in U.S, Canada, Mexico & Puerto Rico.
Martinez honed his policy and leadership experience as a member of the Board of Directors of the Hass Avocados Importers Association in Tucson, Arizona, and now serves as a member of the Board of Directors for the Pharr International Bridge, in Pharr, Texas. In this capacity, Martinez provides detailed expertise in produce perishables to develop domestic and international alliances. During his tenure, Martinez and his colleagues on the Bridge Board efficiently manage a $14 million annual balanced budget and City’s primary source of revenue; passed expansion budget of $20 million for the largest commercial trade bridge at a U. S. port of entry; lobbied USDA-AMS to implement a phased increase in inspection fees which would save the produce industry, State of Texas, and tax payers approximately $4 million over a 3-year time period; and became the first municipality with a U. S. commercial port of entry to appropriate funding for Customs and Border Protection officials to inspect agricultural products from Mexico.
Martinez founded Primo Trading Services in 2015, and serves as Managing Partner. Martinez is currently pursuing a Master’s Degree in Business Administration from the University of Texas – Rio Grande Valley.