Industry Veteran Richard Cruz Joins VM Products

ARLINGTON, Texas – Richard Cruz, ACE, brings more than 22 years of experience in the pest management industry, combining field expertise, technology leadership and a deep understanding of distributor and operator needs, said VM Products. His career spans pest control operations, sales and inventory management technology. 

Cruz joins VM Products from Veseris, where he spent 18 years in sales and technology roles, earning multiple Champion Club awards, including the Green Jacket recognition, according to VM Products. From 2010 through 2025, he played a key role in the development, launch and long-term support of UIM/VIM (Veseris Inventory Manager), VM Products said. 

Earlier, Cruz owned and operated a pest control company from 2003 to 2007. He continues to hold a Certified Applicator License in Texas and maintains his Associate Certified Entomologist (ACE) designation.

Cruz’s connection to the pest management industry spans generations, according to VM Products. His mother’s tenure at Van Waters & Rogers, later Univar, from 1980-2009, fostered his early appreciation for the industry’s long-term impact, the company said. 

In his new role with VM Products, Cruz will focus on building strong relationships with pest management professionals, delivering tailored solutions, and driving growth.