Founder and CEO, Joe Cherry, Featured on The Rocky Mountain Voice
By Drake Hunter | Commentary, RMV NE CO Newsroom, Rocky Mountain Voice
Read the article on The Rocky Mountain Voice.
Let me tell you about a longtime friend of mine—and now a dear friend of Rocky Mountain Voice—Joe Cherry, CEO and Founder of Exectras in Houston, Texas.
As I write this, I’m sitting in his remarkable home in Houston, Texas. My wife, Sherrie, continues her fight against Glioblastoma Stage 4 Brain Cancer, and we’re working with the team at MD Anderson to handle this relentless disease. During this difficult time, Joe insisted that Sherrie and I stay with him in his home—a gesture filled with love, hope, and faith, in other words, life-changing.
Some partnerships are written on paper; others are written on the heart. This one began long before Rocky Mountain Voice ever published its first story or Exectras (short for Executive Extras) launched its first business solution. It started back in the 1990s in Cheyenne, Wyoming, when I was in the Air Force and met Joe—a visionary with a passion for people and a faith that could move mountains.
Back then, neither of us could have predicted that three decades later, our friendship would come full circle—uniting two missions under one purpose: to build trust through truth and empower others to live and lead with integrity. Not just any integrity, but character-driven integrity—the kind that meets the demands of a good and excellent reality, no matter what challenges come our way.
A Relationship Reignited
When I first met Joe, what struck me wasn’t just his business acumen—it was his genuine love for people. He embodies benevolence in its purest form: strong, steady, and sincere. Joe carries that rare combination of drive and humility—ambition tempered by compassion.
Even then, you could see the seeds of what would become Exectras, a Houston-based company built on the principle that small and mid-sized businesses deserve big opportunities. Joe didn’t just build a company; he built a cause.
Through Exectras, he’s created pathways for thousands of businesses to access cost-saving benefits, employee care programs, and innovative payment solutions once reserved for Fortune 500 firms. He’s proven that values-driven business isn’t a slogan—it’s a strategy rooted in service.
And now, as he joins hands with us at Rocky Mountain Voice, that same heart for service is helping us expand our mission beyond the boundaries of Colorado.
The Spirit of Partnership
At its core, this partnership isn’t about commerce—it’s about calling. Rocky Mountain Voice has always been more than a news source; it’s a platform to elevate voices of reason, grace, truth, and revelation. Joe and Exectras share that same DNA.
Together, we’re discovering new ways to empower emerging leaders while honoring those who exemplify mature, tested leadership. We aim to strengthen communities and celebrate values that unite rather than divide. This collaboration represents everything both organizations stand for—from feature stories highlighting grassroots innovation to business spotlights honoring integrity and faith.
And in a very real way, Exectras has already shown that commitment. We extend a heartfelt thank you to Joe Cherry and Exectras for their generous contribution as a Platinum Sponsor ($25,000) at the Rocky Mountain Voice Gala this past June, featuring Eric Trump as our keynote guest.
Their sponsorship helped make that evening one of the most memorable in RMV history—a night that united faith, freedom, and enterprise under one banner. Joe’s table of friends and partners embodied strength, truth, collaboration, and determination.
Among them were influential leaders from across the Americas: Cisanto Salazar-Alvarez, Vice President of Business Development for Exectras’ Hispanic & Latin Community; Rodolfo Humberto Maya Bertin, CEO of Mabe; Sara Lynn Cherry (Joe’s more appealing and better half); Vincent and Mario Puma of Fortuna; Pedro Ferriz de Con—a renowned radio journalist who ran for President of Mexico in 2018—and Dora Elena Híjar Azuara; and Vik Jain, Senior Vice President at Vensure HR, along with Linda Jain. Each represented the diversity of influence and excellence that Exectras attracts and supports.
Representing the Exectras Executive Team, Joe Cherry (CEO) and Cisanto Salazar-Alvarez (VP of Business Development) attended, joined by several valued Exectras clients and partners who traveled from around the country to celebrate. Their presence reflected not just sponsorship, but relationship—a deep commitment to the mission of truth, unity, and goodwill that defines RMV.
The night’s highlight was when Joe won the MAGA Hat signed by Eric Trump, a memorable moment of laughter and applause that perfectly captured the spirit of friendship and faith filling the room and further supporting the RMV cause.
That evening reminded us all that when business leaders stand beside community voices, something beautiful happens—influence turns into healthy, good, and positive impact.
As Joe often says, “When good people link arms, good things happen.” That’s not just a tagline; it’s a biblical principle lived out in real time. “As iron sharpens iron, so one person sharpens another” (Proverbs 27:17). That’s what this relationship is doing—sharpening the mission, expanding the reach, and deepening the impact.
More Than Colorado
Rocky Mountain Voice was born in the heart of Colorado—fueled by independence, grit, and hope. But our vision has never been confined to a state line or the top of a webpage.
Through partnerships like the one with Exectras, RMV is extending its voice into places where truth and trust are equally needed—places like Texas, where faith, freedom, and enterprise still walk hand in hand.
We’re not losing our identity; we’re expanding our influence. Colorado remains the heart of RMV, but relationships like this are the arteries—carrying that heartbeat into new regions, new conversations, and new possibilities.
In Joe’s world, that looks like business leadership grounded in biblical values. In ours, it appears to be reliable and authentic news that upholds both truth and goodness. Together, it looks like Divine Goodness advancing—quietly, faithfully, and effectively—through people who dare to care.
Faith, Friendship, and Forward Motion
Joe’s leadership has never been about position—it’s always been about purpose with meaning. The same can be said for RMV. Our shared mission is simple: to promote what is good, faithful, beautiful, and unifying.
This partnership is a reminder that when faith meets friendship, and when mission meets marketplace, something powerful happens. Influence becomes impact. Words become works. Vision becomes voice.
In a world often divided by politics and profit, Joe and Exectras represent a bridge—a reminder that business and belief are not rivals, but allies. They build one another up when guided by moral courage and divine direction.
Rocky Mountain Voice will always call Colorado home. But like any voice guided by purpose, it must travel—echoing beyond familiar peaks, crossing rivers and plains, carrying with it a message of hope and truth that resonates far and wide.
Our friendship with Joe Cherry and Exectras is proof that we are not defined by geography but by meaning and mission. It’s a partnership that reminds us that when we walk in faith, follow truth, and link arms with others who do the same, there’s no limit to how far the message can go—or how many lives it can touch.
“The Voice of the Mountains is Growing Stronger.”
And as it grows, may it carry the sound of faith, friendship, and freedom—resounding not just in Colorado, but across America and around the world.