Pura Vida Farms, Scottsdale, Ariz., has hired Shawn Avera as the director of watermelon operations for its Eastern Region.

Pura Vida Farms selects watermelon directorAvera started work Aug. 20 and is based at Pura Vida’s new Moultrie, Ga., office, according to a news release.

Avera has 10 years of experience in the produce industry, focusing on watermelon production in the Southeast and Midwest.

Avera said the offer to join the company was an easy decision for him because the core focus and business model is directly in line with his own vision for building a successful watermelon program, according to the release.

“Pura Vida has developed into a force in the watermelon category in only a short period of time, establishing themselves as a company committed to quality with a focus on expanding their programs to the retail community,” Avera said in the release.