Episode 48 | José Yarso Moreno – Operational leadership and agro-industrial transformation in Colombia – Keru Podcast
One of the central themes of the conversation was active presence in the field. José Yarso Moreno Banaexport explains how the role of the general manager has evolved into a figure who listens, supports and detects improvement opportunities directly on the ground. His daily routine includes walks through the farms, conversations with production supervisors and reviews of key indicators with the work teams.
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This operational closeness enables faster decisions, especially in the face of the climate and logistics challenges of Colombia's Caribbean region. José Yarso Moreno Colombia stresses that leading is not giving orders from an office, but creating the conditions for the team to operate with autonomy and focus.
Continuous improvement in agribusiness: control, training and purpose
Continuous improvement in agribusiness is a constant priority at Banaexport Colombia. From the technical training of workers to the implementation of statistical control systems, the company is committed to ever more efficient processes. José Yarso Moreno Colombia highlights that any change must start from data analysis, but above all from the involvement of the team.
In addition, key topics are addressed, such as:
- Use of weekly indicators per lot to anticipate production losses.
- Quality control at every stage of the harvesting and packing process.
- Phytosanitary and regulatory standards to maintain access to international markets.
- Training in soft and technical skills for crew leaders.
This structured approach allows Banaexport Colombia to sustain an operation that meets certifications such as Global GAP, Rainforest Alliance and Fair Trade.
Operational excellence in agricultural production with a social and environmental vision
Beyond the technical side, José Yarso Moreno Colombia insists that operational excellence in agricultural production also involves a social perspective. The episode details practices that connect the productive with the human:
- Family well-being and occupational health programs.
- Development of internal leadership among rural women.
- Implementation of wastewater treatment plants.
- Commitment to the circular economy based on crop residues.
The conversation also reviews the impact of the armed conflict on producing areas, and how companies like Banaexport Colombia have played a role in generating formal employment, territorial stability and economic opportunities in historically vulnerable regions.
Outlook, innovation and legacy of José Yarso Moreno Colombia
At the close of the episode, José Yarso Moreno Banaexport shares the goals for the coming years: increasing productivity without sacrificing traceability, improving packing efficiency, and strengthening the results-based management system.
The incorporation of technological tools such as drones, moisture sensors and digital dashboards for harvest and irrigation control is also mentioned. It is not just about digitalizing, but about translating technology into useful decisions at a local scale.
José Yarso Moreno Colombia represents the profile of an agro-industrial manager with technical vision, social commitment and implementation capability. His leadership shows how it is possible to build models of operational excellence in agricultural production that are replicable, human and sustainable.
José Yarso Moreno · Colombia
José Yarso Moreno Colombia was Operations Director at Banaexport, a key company in the Colombian agro-industrial sector dedicated to the production and export of fruit. From his position in Apartadó, Antioquia, he led complex operational processes linked to agricultural production, logistics, packing and supply for international markets, applying principles of continuous improvement and operational excellence.
His professional career reflects an intensive journey through the main production chains of Colombian agriculture. At Acceso, he took on the challenge of heading the Agricultural Management department to guarantee a constant supply of fruit throughout the 52 weeks of the year, coordinating crops, agricultural planning and quality standards for the retail sector.
Every manager who is not in the field is making decisions with incomplete data. You have to see, feel, listen and understand what is happening in each lot.
At Central Cervecera de Colombia, he served as Operations Leader, managing key areas such as production, maintenance, food safety and environment at the craft beer plant @3Cordilleras. There he implemented world-class methodologies in a demanding production environment focused on innovation and efficiency.
During his time at Cartama, he led the agricultural operation of a production unit of almost 170 hectares of Hass avocado, implementing productivity and optimization models that had a positive impact on crop yield and logistics processes.
At Unibán, one of the country's largest agro-exporters, he worked as Production Analyst across more than 1,700 technified hectares of export-grade bananas. He coordinated industrial processes in 13 packing plants, achieving substantial improvements in efficiency, shrinkage reduction and productivity. Under his leadership, plant efficiency increased by 10%, waste was reduced by 18% and the boxes-per-worker indicator improved by 30%.
An operator who understands why an improvement is being made is much more effective than one who only follows instructions.
His expertise also includes consulting. At Sointeg Zomac S.A.S., he implemented management indicators and developed productivity strategies in multiple agro-industrial companies. His approach was always oriented toward transforming processes through data and methodology, with a focus on measurable results and organizational culture.
Previously, he held leadership positions in the production of nectars and pulps at Productos ALSOL S.A.S., and ran the plant of Procesadora de Alimentos Señor Coco, where he developed in-house machinery and increased production speed by 40%. His experience in applied industrial engineering made him a key leader for technical and strategic processes.
If you don't take care of people and the environment, no operation can be sustained over time.
His education includes studies in industrial engineering, production management, agricultural marketing and ontological coaching. This combination of technical and human knowledge has allowed him to lead with empathy, long-term vision and execution capability.
José Yarso Moreno represents a well-rounded profile: an expert in agribusiness, passionate about continuous improvement and convinced that rural productivity is a tool for social and economic transformation for Colombia.
Operations Manager
Episode 48 · Keru Podcast
Articles by José Yarso Moreno
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