How Outside Sales Representative Jacob Framson Brings Fresh Thinking to the Front Lines of Citrus America
At Citrus America, the promise of fresh doesn’t begin on the sales floor. It begins in the conversations that happen long before a machine is ever installed.
That responsibility often sits with Jacob Framson, Outside Sales Representative, who operates at the intersection of relationships, strategy, and execution. His role is not just to sell commercial juicing equipment, but to help operators rethink what’s possible, and then guide them toward making it real.
“I really enjoy doing shows. I love meeting new people and experiencing so many different kinds of cultures and regions where so much can change from state to state.”
For Jacob, sales isn’t confined to a desk or a script. It lives on the road, in conversations, in real-time problem solving, and in the ability to connect across industries and environments.
A Foundation Built from the Inside Out
As a third-generation member of the Framson family business, Jacob’s connection to Citrus America runs deeper than a job title. But his path into the business didn’t begin in sales or strategy. It started on the ground level.
“So when I was 14 or 15 years old, I did warehouse work in the company, such as machine inspections.”
That early exposure wasn’t just a rite of passage. It became a foundation.
“I learned so much about the internals of the equipment, how they operate, common technical issues, shipping, and all types of logistics within the company.”
It gave Jacob something many sales professionals never fully develop: a deep, operational understanding of the product and the realities behind it.
Today, that perspective continues to shape how he sells commercial citrus juicers and juicing programs. Not as a pitch, but as a practical solution grounded in real-world experience.
From Selling Products to Solving Problems
Before returning to Citrus America, Jacob explored other forms of sales, including those that quickly clarified what he didn’t want.
“I had done door-to-door sales, which I knew right away I wanted to get away from, and into real consulting sales.”
That shift became foundational.
“Not trying to sell just for selling’s sake, but building relationships and helping people with what they need to achieve.”
Today, that mindset defines his approach. Sales, in his view, is less about persuasion and more about alignment, understanding what a grocery retail or foodservice operator is trying to build and helping them get there in a way that works.
Understanding Resistance, and Reframing It
On the front lines, Jacob hears the real concerns operators have, not the theoretical ones.
“I think it varies a lot depending on the industry, but labor is a big issue.”
Especially in a post-COVID landscape, where staffing challenges are ongoing, implementation matters as much as the idea itself.
“How do we efficiently implement these programs? How can we help these grocery retailers use their labor in the most efficient way?”
Cost is another constant, but Jacob sees it differently than most.
“Cost objections only really happen if you haven’t built enough value for the product.”
And then there’s vision, the less tangible, but often most important factor.
“We try to help restaurants find ways that they can differentiate themselves. Juicing is one of those.”
For Jacob, objections aren’t roadblocks. They’re signals. Each one points to a gap in understanding, execution, or belief, and closing that gap is where real sales happens.
Why “Fresh” Still Matters
Few topics come up more in Jacob’s world than the idea of “fresh,” and the growing gap between what’s marketed and what’s real.
“There’s a lot of people that ‘fake fresh.’”
That’s where Citrus America positions itself, not as a critic of the market, but as a pragmatic solution within it.
“I think it probably comes from a good place. They want to market being ‘fresh’ but they haven’t found a way to do it the right way. But if someone is marketing their business as ‘fresh,’ then it should really be fresh. And we help with that.”
Because ultimately, customers know.
“You can put it on your menu, your signage, your marketing. But at the end of the day, your customers are going to taste, feel, see, and smell the difference.”
“You can’t fake fresh.”
Redefining Success Beyond the Numbers
Like any sales role, performance matters.
But for Jacob, success goes deeper than volume.
“The most important thing is the customers that we build successful juicing programs with.”
Moments like expanding into professional sports, universities, high schools, and new verticals represent something larger: proof that fresh has a place beyond traditional environments.
“Diversifying and going into new segments, and going outside of the comfort zone… that’s one of the most rewarding things to me.”
A Team-Driven Approach to Leadership
While Jacob doesn’t frame himself as a traditional leader, his philosophy reflects a strong sense of accountability and team dynamics.
“Everyone needs to have certain leadership qualities.”
Much of that comes from his background in sports, where performance is collective.
“Maybe not a ‘leader,’ but a good team player. And I think that that’s important.”
That mindset carries into how he operates within the company.
“If you look to your right and your left, and everyone’s doing a great job, then you better do one as well.”
It’s a culture of mutual accountability, where performance isn’t enforced, it’s reinforced by the people around you.
Turning Values Into Reality
Citrus America’s “T.H.E.” framework, which stands for Taste, Hygiene, and Efficiency, is often discussed at a high level. For Jacob, it’s something much more practical.
“As an operator, you need those for it to be a long-term solution.”
And when one of those pillars breaks down, the consequences are real.
“If any of those things are missing, it can lead to operators being done with that type of a program.”
He sees this firsthand, especially with customers who have been burned before with other commercial citrus juicers.
“They’ve had such a negative experience, in which they’re like, ‘No, I don’t want anything to do with juicing equipment anymore.’”
Rebuilding that trust requires more than a pitch. It requires proof, differentiation, and integrity.
“Integrity goes a long way.”
Building What Comes Next
As Citrus America continues to evolve, Jacob’s role is less about maintaining what exists and more about expanding what’s possible.
Whether it’s new applications, or new ways of thinking about ‘fresh,’ his work is rooted in forging a new path for different industries.
And in doing so, he represents a new generation within the company, one that blends operational understanding, modern sales thinking, and a willingness to challenge the expected.
Because in a market where many follow a script, Jacob is focused on something else entirely:
Meeting people where they are, understanding what they actually need, and helping them build something better from there.
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.
