Yakima, Wash.-based Holtzinger Fruit Co. LLC has named Sandra Steineke director of merchandising.

Steineke, previously director of merchandising at Medford, Ore.-based Harry & David, started in January. It’s a new position at Holtzinger Fruit, the primary supplier of apples to Harry & David.

“We felt the merchandising that goes on in the apple industry is pretty cut and dried, put your celebrity cutout up and that’s it,” said David Lawrence, president of Holtzinger Fruit. “I’ve been impressed over the years with Harry & David’s gift baskets and the markets they’ve penetrated like Costco, Sam’s Club and Macy’s. They’ve had sales of $450 million or more annually, so they figured out how to move a lot of fruit.”

Harry & David also offers pears, Lawrence said.

Holtzinger Fruit sells apples, pears and cherries through retailers in the U.S. and more than 35 countries.