Jose Baptista

CEO at Freshdeal


Jose is Co-founder/CEO at Freshdeal, a B2B platform for the global produce industry to discover new business opportunities, connect with verified partners, and trade safely. Previously, he was the co-founder and CEO of Fruitspot, which became a part of Freshdeal in late 2016 to continue its mission under the Freshdeal brand. Jose has nearly 20 years of experience in business and marketing strategy, focused on leading digital, branding, and UX user experience (UX) organizations. He has built and led digital businesses worth +$2 billion for brands like Procter & Gamble, Google, Nike, Coca-Cola, Tesco, The Rock & Roll Hall of Fame, FX Networks, Diageo, and American Express. Prior to founding Fruitspot and joining Freshdeal, Jose was Director of Business Strategy at Huge (an IPG company, AdAge A-List, more at www.hugeinc.com), and led strategy groups at Procter & Gamble (pg.com), Booz & Co. (strategyand.pwc.com), and The Clinton Foundation (clintonfoundation.org). He graduated with an MBA in Strategy, Marketing, and Leadership / Change Management from New York University - NYU Stern School of Business (stern.nyu.edu). Jose was brought up within an agricultural heritage family, and is also experienced in supply chain, procurement and global business services, areas for which he led operations improvement at Procter & Gamble.