Fulfilling the Promise of Fresh: How Citrus America’s VP of Operations Miriam Framson Turns a Third-Generation Legacy Into a Daily Reality
At Citrus America, the promise of fresh is not an abstract ideal or a marketing slogan. It is a daily commitment and one that must be delivered consistently, reliably, and at scale. While that promise is often most visible on the sales floor, where customers watch fresh citrus juice being squeezed in real time, its fulfillment depends on something far less visible: operations.
That responsibility sits with Miriam Framson, Citrus America’s Vice President of Operations and a third-generation steward of a family-run business founded by her father, Brian Framson, alongside his late father and Miriam’s grandfather, Ron Framson. Miriam’s role is about ensuring that Citrus America’s values translate into real-world execution, long after the sale is made.
A Bicultural Foundation for Modern Leadership
Born in the United States and raised primarily in Austria, Miriam grew up navigating two cultures and two distinct approaches to business. That bicultural upbringing, she says, fundamentally shaped how she leads today.
“It expanded my toolkit,” she explains. “It helps me be more empathetic in certain situations, but it also gives me different ways to approach problems.”
In practice, that means understanding that sales, customer relationships, and expectations can look very different depending on context. European trade shows, for example, operate with a different rhythm and mindset than their U.S. counterparts. Rather than defaulting to a single approach, Miriam instinctively adapts, sometimes leaning more American, sometimes more European, and often blending both into something uniquely her own.
“I don’t always know where one ends and the other begins,” she says. “It’s just how I operate now.”
That adaptability has become a defining strength as Citrus America continues to grow, expand its partnerships, and work across global supply chains.
Choosing the Family Business On Her Own Terms
Miriam’s path into Citrus America was anything but predetermined. Years before joining full-time, she completed a short internship at the company while still in college, focused on market research and industry analysis. When it ended, she followed a parallel track to her father Brian’s own early career, getting her Bachelor’s degree in Economics, building experience, and working in consulting for one of the largest international consulting firms. But eventually, she reached a point of transition. She knew she was ready for something different.
During a visit home to Florida, an opportunity emerged. Brian needed interim support, and the idea of rejoining the business felt right.
“We said, let’s try it,” she recalls. “It didn’t have to be permanent. And if it didn’t work, we were family and could be honest about that.”
That honesty was key. What started as a temporary role quickly evolved into something much deeper. Four years later, Miriam is firmly embedded in the company, shaping how Citrus America operates day in and day out.
Growing Into Operations Leadership
Miriam officially joined Citrus America as a temporary controller. That role soon became permanent, and before long, her responsibilities extended far beyond finance. She found herself working across departments, improving systems, supporting teams, and solving problems that touched nearly every part of the business.
During this time, she also returned to Vienna to pursue her Master of Science in Export and Internationalization Management, while continuing to work remotely for Citrus America. The experience deepened her understanding of global markets and operations, reinforcing the international perspective that had already shaped her approach.
By the time she returned and stepped into the role of Vice President of Operations, the title simply caught up to the work she was already doing.
“It felt deserved,” she says. “The role finally matched the scope.”
The shift also changed how she was perceived externally, opening doors in conversations with customers, partners, and peers at trade shows. Internally, it clarified her mandate: to ensure the business could scale without compromising the standards and values that defined it.
Defining Success Beyond Metrics
Ask Miriam how she defines success, and you won’t get a single number.
For her, success shows up in systems that work, processes that support people, and teams that feel empowered to do their jobs well. She’s deeply invested in building operational infrastructure by introducing new systems, refining workflows, and documenting processes that allow Citrus America to grow sustainably.
“One of the advantages of being a smaller company is that you can experiment,” she says. “You don’t need endless approvals to try something new.”
But success is also profoundly human. Miriam sees herself as the connective tissue between departments, ensuring that sales, customer service, logistics, and leadership remain aligned.
“If everyone can do their job and support each other,” she says, “that’s a big part of success for me.”
The Unseen Work Behind Fresh
Much of Miriam’s work happens behind the scenes, far from the sales floor, but it’s where the promise of ‘fresh’ is fulfilled.
At the same time, her role has continued to evolve beyond operations alone.
“While most of my days are spent driving operational excellence and ensuring our customers receive the best equipment and service, I have gotten more involved in supporting the company on the sales side as well, with both existing and new customers, at trade shows and industry events,” she says. “Turns out I love that side of the business as well and it has enabled me to really talk to customers and understand their needs and pain points. Developing my sales knowledge and experience has contributed immensely to my overall experience as the VP of Ops.”
That expanded perspective has only strengthened her effectiveness. By engaging directly with customers, Miriam brings firsthand insight back into the operational side of the business, helping ensure that what is promised in a conversation is delivered in practice.
Customer service remains central. Her team ensures premium commercial juicing equipment and parts ship on time, citrus juicers stay running, and customers are supported when issues arise. Miriam acts as a sounding board and problem-solver, always focused on the same outcome: keeping customers successful in their fresh juicing programs.
Then there’s logistics.
“We import,” she says simply. “That means containers, customs, air shipments, spare parts, making sure everything is available when it’s needed.”
It’s not glamorous, but it’s essential. Successful fresh juicing programs only work if the commercial citrus juicing equipment behind them works consistently, every single day, and customers have the high level of support they need.
For Miriam, the concept of fresh starts personally.
“None of us could do this job with this level of passion if we didn’t believe in it ourselves.”
Fresh, in her view, is about transparency, reliability, and trust. In her operational role, that translates into enablement.
Sales may introduce the idea, but operations fulfills the promise. That means ensuring uptime, consistency, and post-sale support that doesn’t disappear once a program is installed.
A customer’s success in their fresh juice program is directly impacted by the equipment and equipment partners they choose, and the level of support they receive, from training employees to providing fast technical service that minimizes downtime. Miriam and her team operate with this understanding every day.
“Our job is to make sure customers can juice every day,” she says. “That we never let them down.”
Fresh, then, becomes more than a product. It becomes confidence.
A Collaborative, Modern Leadership Style
Miriam describes herself as a millennial leader, and she embraces the label. She values collaboration over command, ideas paired with solutions, and open dialogue over hierarchy.
“I like when people bring ideas and say, ‘Here’s the issue, and here’s how I think we can solve it,’” she says.
That doesn’t mean avoiding decisiveness. When necessary, she’s comfortable setting firm direction, always with accountability and reflection.
“It’s about balance,” she explains. “Knowing your role, but working together to get there.”
While process improvements and efficiencies matter, what truly energizes Miriam is seeing the work come to life.
Being on-site with customers. Hearing them praise her team. Watching programs succeed in the real world.
“Positive feedback from customers is still the best validation,” she says.
She’s also a voracious consumer of Citrus America’s customer success stories, often revisiting them before a meeting, not for strategy, but for perspective.
The stories capture the passion that Citrus America and its team have for supplying the best equipment and support, and the customers’ success and impact on their businesses as a result of that partnership.
“It’s a reminder that what we do matters,” she says. “And that people see the value.”
Carrying the Legacy Forward
When Miriam looks ahead, she doesn’t frame success in terms of titles or milestones. She thinks in terms of relevance and integrity.
“I hope people look back and say the work mattered,” she says. “That it was relevant. And that it was a good group of people, led by genuine leaders.”
While our current environment is increasingly shaped by automation and AI, she believes the human element matters more than ever. Growth and revenue will always be part of the equation, but how you achieve them defines whether success is sustainable.
“Everyone has to make money,” she says. “But the how is what really matters.”
At Citrus America, Miriam fulfills the promise of Citrus America through consistency. By turning values into systems, philosophy into practice, and legacy into daily execution, she ensures that what customers experience on the sales floor is backed by something real every single day.
About Us
About Citrus America – Citrus America specializes in high-performance commercial juicing solutions and programs designed to help grocery stores, foodservice operations, and retailers differentiate their offerings with fresh, high-quality products. With a focus on safety, efficiency, and innovation, Citrus America empowers businesses to create signature fresh programs that drive revenue, increase customer engagement, and enhance brand value.
