Pear Bureau Northwest has named Dave Howald regional marketing manager for the western U.S.

Howald was the California Avocado Commission’s retail marketing director for the past 22 years. There he developed strategies for accounts including Albertsons, King Soopers, Safeway, WinCo Foods, Raley’s, Kroger and others.

He has also provided expertise to organizations such as RFT FreshSource, the California Strawberry Advisory Board, Chiquita Brands International and the California Iceberg Lettuce Commission.

“Dave’s extensive produce industry experience will be of immediate value to Western U.S. retailers,” Kevin Moffitt, Pear Bureau Northwest president and chief executive officer, said in a news release.

“I look forward to using the pear bureau’s robust proprietary and third-party data assets to increase my accounts’ knowledge of the pear category to improve marketing and merchandising techniques and grow sales,” Howald said.

Howald, based in El Dorado Hills, Calif., has served on the boards of the Fresh Produce and Floral Council and the Buy California Marketing Agreement. He has been on advisory committees for organizations such as the Produce for Better Health Foundation.

He was honored as a fellow in the United Fresh Produce Association’s leadership program sponsored by DuPont in 2004.