The Packer honors produce marketing veteran

10/16/2011 11:08:00 AM
Doug Ohlmeier

ATLANTA — Called the face of the U.S. avocado industry, Jan DeLyser is The Packer’s Produce Marketer of the Year.

Pamela RiemenschneiderGreg Johnson, editor of The Packer, presents Jan DeLyser, vice president of the California Avocado Commission, The Packer’s Produce Marketer of the Year award Oct. 16 at the Produce Marketing Association’s Fresh Summit 2011.DeLyser, vice president of the California Avocado Commission who’s in line to become chairwoman of the Produce Marketing Association, accepted the award during the Oct. 16 morning general session at PMA’s Fresh Summit 2011.

“Today’s winner has been described as the consummate marketer. An incredible thinker. Subtle, but very effective. The ultimate consensus builder. The face of the avocado industry,” said Greg Johnson, editor of The Packer.

Johnson noted how DeLyser served on the Fresh Produce and Floral Council’s staff, board and as chairwoman. She was on the board of the United Fresh Produce Association and at PMA, DeLyser volunteered her services in many capacities, including serving on the group’s main board, its retail division board, governance task force, rebranding task force and executive committee.

“In her association work, she’s known as someone who asks tough questions and raises issues, whether they’re her opinions or not,” Johnson said. “She strives to get fellow board members engaged, involved and energized.”

A longtime Southern California produce marketer and merchandiser, DeLyser said she was surprised to receive the recognition.

“It’s incredible and I’m really honored,” she said. “Working at the California Avocado Commission is really a marketer’s dream. Not only is it a great experience, it is an honor and a privilege to work in this industry, a fantastic honor. Remember how much fun and privilege we have to be part of the best industry in the world.”

DeLyser traced her entrance into the industry she’s worked in for more than three decades to sitting in a University of Kansas journalism class in 1976 when Jim Connell, the former publisher of The Packer, spoke to students about working for a trade publication. At that time, the newspaper’s writers sold advertising and wrote stories.

“I knew he was talking to me out of the 40 kids in the class,” DeLyser said. “I really had to do a sales job during the interview. Not that they didn’t want to hire a woman, they just weren’t sure if it would work out to send a woman out into the produce industry.”

DeLyser worked the north, central and western regions as territory manager and in 1979, joined the Los Angeles-based Fresh Produce & Floral Council's staff as public relations director and would later become executive vice president.

In 1993, DeLyser became the Los Angeles-based western merchandiser and director of marketing for Coachella, Calif.-based Sun World International Inc., before moving to a sales position at Los Angeles-based Westlake Distributors Inc., where she sold avocados, grapes and kiwifruit. In 1998, DeLyser joined the Irvine-based avocado commission as director of marketing, a newly created position.



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Mark Weinfeld    
Santa Ana, CA  |  October, 16, 2011 at 06:55 PM

Congratulations to Jan Delyser. She is truly an industry icon that so many of us look up to. A great honor for a great person.

Peggy McCormick    
San Ramon, CA  |  October, 17, 2011 at 12:24 AM

Congratulations Jan from all of us who have had the priviledge to work with you in the produce industry. You truly are an inspiring leader!!!

    
October, 20, 2011 at 09:53 PM

Thanks very much, Mark!

Debi Orrin    
California  |  October, 17, 2011 at 09:45 AM

Congratulations Jan!!

Debi Orrin    
California  |  October, 17, 2011 at 09:45 AM

Congratulations Jan!!

Teri    
Oxnard, CA  |  October, 17, 2011 at 10:18 AM

Congratulations General Jan! You so deserve this amazing honor!

Debbie Willmann    
Bloomington, CA  |  October, 17, 2011 at 11:26 AM

Congratulations Jan!! Well deserved.

Dick Keim    
Costa Rica  |  October, 17, 2011 at 11:27 AM

Congratulations, Jan - an honor richly deserved.

Jon Gothold    
Santa Ana, CA  |  October, 17, 2011 at 01:31 PM

Congratulations Jan. It has been an honor to work along side of you and help spread the word about the amazing California avocado. I'm so thrilled to see you get the recognition you so richly deserve.

Wendy McManus    
Orlando, FL  |  October, 18, 2011 at 08:43 AM

Congratulations, Jan. This honor is well-deserved for your tireless efforts. Thank you for reminding us that we are privileged, indeed, to work in the produce industry.

Margi Prueitt    
Newark, DE  |  October, 18, 2011 at 10:52 AM

Jan - well deserved honor! Extraordinary vision and leadership indeed!

Don Goodwin    
Minnesota  |  October, 18, 2011 at 11:27 AM

Jan, Congratulations. You marketing expertise benefits our industry in many ways. Much deserved!

Tony Taviano    
Visalia, CA  |  October, 18, 2011 at 11:58 AM

Jan...A well deserved recognition of your talents and years of hard work! Kudos!!

Brett Johnson    
Denver, CO  |  October, 19, 2011 at 03:13 PM

Working with Jan is always insightful, noteworthy and productive. Congratulations Jan!

Patty Knoll    
Temkin International  |  October, 19, 2011 at 04:04 PM

Congratulations Jan.. Truly well deserved..

Reid    
San Diego, CA  |  October, 19, 2011 at 04:04 PM

Congratulations, Jan. It is just a pleasure to work with you and be a part of your team. Well-deserved!

Bob Scuoteguazza    
south san francisco,ca  |  October, 20, 2011 at 10:02 AM

Jan---If I had known you were going to be this successful, I probally would have been nicer to you all those years ago. Sincerely, Guy and I could not be more proud of our old friend. If you are ever in San Francisco, give us a call, and we'll celebrate.

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