A produce industry consulting group is updating its website to give it a more global look and provide industry perspective to the site’s visitors.
Laguna Beach, Calif.-based Novelle Consulting LLC also added new staff.
Though www.Novelle.com has been online for more than a decade, the changes mark the first revision the organization has made to the site, said co-founder Allen Vangelos.
Vangelos, chief executive officer at Sun World International, Bakersfield, Calif., and former chairman of the board at BC Hot House Foods, Vancouver, British Columbia, said redesigning the website reflects big changes the company has made with its business and its client base.
A new “friends” section features articles by industry leaders on business and human interest topics.
Bruce Peterson, president of Bentonville, Ark.-based Peterson Insights and former senior vice president and general merchandise manager of perishables for Wal-Mart Stores Inc., Bentonville, wrote an article on traceability. Dana Thomas, president and chief executive officer of Index Fresh Inc., Bloomington, Calif., wrote an article on business travel photography.
In its “On the Move” area under “News,” Henry Winogrond, a Novelle principal and cofounder who works in the Tropics, writes about food development projects in Third World countries.
In “White Papers,” consultant John Musser discusses the growing market for Fair Trade-branded commodities.
“The whole idea is to try to put information in our website that has informational value to anyone who visits,” Vangelos said. “We are trying to promote the kind of knowledge base we have within our group. We have people working for us that live in other parts of the world that understand the international aspect of the business.”
Musser and Erich Hinrichs recently joined Novelle as consultants.
Both formerly worked for Dole Foods Co. Inc., Los Angeles, and bring more than 60 years of combined industry experience to Novelle, Vangelos said.
Hinrichs, who lives in Hamburg, Germany, has European agriculture and logistics expertise while Musser pioneered Latin America and African produce sourcing for Europe and Russia, Vangelos said.