Orange, Calif.-based Interfresh, Inc. hired Kevin Vida to the sales staff.

Vida’s responsibilities will be to expand avocado sales nationally.

“Ken comes to us with a extensive produce sales experience, including avocado expertise, and we feel he’s a perfect fit as we continue to expand our avocado business,” Chris Puentes, president of Interfresh, said in a news release. “Avocado demand in the U.S. continues to soar, and we see that industry as a prime growth opportunity for the company. We feel that the combination of Interfresh’s longstanding grower relationships and Ken’s existing relationships will prove to be a successful combination.”