Vertrees has 20 years produce marketing experience. In early April, he signed on as marketing manager for another Miami-based tropicals grower-shipper, M&M Farm Inc.
Vertrees said many companies could do more to boost their marketing efforts.
“A lot think of marketing as having their coolers cleaned out by the end of the week and expect to go to the (Produce Marketing Association’s Fresh Summit) and Southeast Produce Council (conference) and to have instantaneous results, but it doesn’t work that way,” he said. “Marketing is more like investing. The more you invest, the more return you’ll have on that investment in the long term.”
Earlier this year, Vertrees introduced a Web site for his business, www.tfmintl.us.
Vertrees has been a retail promotions manager for Sunkist Growers Inc., Sherman Oaks, Calif., and a citrus retail promotions specialist for the Florida Department of Citrus. He also has worked in advertising for Winn-Dixie Stores Inc., Jacksonville, Fla., and for HLB Tropical Food USA Inc., Plantation, Fla.