âChris is going to help us increase our grower alliance and establish our fair trade and certified organic programs,â Booth said.
Organic Alliance will emphasize the contributions of growers, Booth said.
âItâs important the growers understand that they are a critical part of the supply chain,â he said.
The companyâs 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.
âWe started out saying thatâs what weâre going to do, and weâre going to be darn good at it,â 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.