(Dec. 6) In a continuing move to ramp up its efforts to regain market share after the 2006 E. coli outbreak linked to its fresh spinach and to reach deeper into nontraditional market channels, Dole Fresh Vegetables Inc., Monterey, Calif., has added or promoted five key marketers and sales managers.

“We’re significantly expanding and still have one more sales strategy manager position to fill, a sales strategy director and four more marketing positions,” said Ronda Reed, vice president of marketing for fresh fruits and vegetables.

New strategy sales managers are Wilfred Chang, who will focus on Canada, and Daniel Ivanciw, who handles the Eastern United States. Reed said both will work closely with the company’s consumer marketing, account marketing, sales and broker staff to provide analysis and selling strategies to work toward higher annual sales and profitability goals.

Chang has not worked in fresh produce before, coming from strategic account and business development positions with Pure H20 Distillery & Fine Green Teas Limited, Jamieson Laboratories, ACNielsen Canada and Kraft Canada Inc., according to a news release.

Previously, Ivanciw worked in strategic account and business development positions for Information Resources and ConAgra Foods.

“This year we want to get closer to our consumers,” Reed said. “These two people will help us achieve that and will help bring marketing out to the field and help us listen more closely to what our customers want and help them with their needs.”

Daryl Johnston, who joined Dole 10 years ago, has been promoted to director of alternate channels.

Reed said Johnston would help the company to develop and support alternative channel business for the fresh fruit and vegetable divisions, such as convenience stores, dollar stores, drugstores, club stores and the military.

“We’ve always gone out to these channels and have had salespeople calling on them, but what we’re doing here is taking a more disciplined approach by giving specific resources to these channels and backing that up with people who can support them and speak to their needs,” she said.

Two more Dole Vegetables employees being promoted are Kathy Williams and Tifanie Norton.

Williams, Wal-Mart team director, has been with the company seven years working with the Wal-Mart account staff as national account manager for the fresh flowers division. She transferred to the fresh vegetables division two years ago, continuing to work both Wal-Mart and Sam’s Club accounts.

Norton will also work with the Wal-Mart account team as replenishment team manager. She oversees all of the replenishment activities for the fresh vegetables division, according to the news release. Norton has been at Dole for nine years, working her way up from accounts payable clerk to Wal-Mart analyst team leader.