William Kerins

Director of Operations China & Vietnam

As the Director of Operations in China and Vietnam for The Sedona Group, Will manages a team of 38 individuals employing them to factories, inspection sites, warehouses, and seaports and airports to ensure the safety, security, and procurement of our products. The team’s diligent efforts ensure our buyers receive the correct goods they’ve purchased, and are delivered to our buyers in a timely manner.

Will is also the Managing Director of Hong Kong and Beijing-based strategic advisory group Larose Partners, as well as a co-founder at Usource, a Chinese importer, processor and distributor of fresh foods. Usource has sold tons of proteins clients in cities all across China and was recognized by China’s beef and Lamb Association as a “top-ten” importer of beef in 2018 and 2019. In addition to partnering with China’s largest State-Owned Enterprises (SOEs), Usource was granted a license in 2020 to launch a Beijing-based online meat exchange. Previously, Will worked as a consultant at firms including US-Pacific Rim and North Head Communications, servicing multinationals entering the China market and Chinese companies extending their reach globally. He began his career at Fu Sheng Machinery, the world’s largest air compressor and golf club manufacturer after earning a BA with honors in Economics & Supply Chain Management from the Chinese University of Hong Kong. Hailing from the family crawfish farm in Larose, Louisiana, Will grew up in Japan, US and Hong Kong.