Pineapple and melon shipper Pura Vida Farms has hired a new vice president.

Mike Martori became vice president of east coast sales Dec. 1, according to a news release from Scottsdale, Ariz.-based Pura Vida, which imports pineapples and grows and ships melons.

Martori, former sales manager for Scottsdale-based melon grower-shipper Martori Farms, oversees Pura Vida’s expanding eastern watermelon program and its Costa Rican pineapple program. He works out of both the Scottsdale office and a new office in Moultrie, Ga.

“We are building a really good network of farms from Florida to Delaware that are going to bring us some of the best varieties at their peak of season,” Martori said in the release. “Our eastern program is really expanding and it’s exciting to be a part of.”