“It’s important the growers understand that they are a critical part of the supply chain,” he said.
The company’s marketing strategy includes communicating with customers and consumers what the grower does for the supply chain, Booth said. The approach has been a part of Organic Alliance since its founding.
“We started out saying that’s what we’re going to do, and we’re going to be darn good at it,” Booth said.
Prior to joining Organic Alliance, Booth was president of Ace Tomato Co. Inc. and Delta Pre-Pack Inc., two of the Lagorio family of companies headquartered in Manteca, Calif. Previously he was with Fresh Express Inc., Salinas.
Morrison is stepping down as chief executive officer, but remains as board chairman. Booth also serves on the board, a position to which he was elected simultaneous with his June promotion.