Fall avocados business updates

08/15/2013 10:33:00 AM
Jim Offner

Calavo Growers hires two salesmen

Santa Paula, Calif.-based avocado grower-shipper Calavo Growers Inc. has hired two salesmen in recent months, said Rob Wedin, vice president of sales and marketing.

The newcomers, Stephan Eckel and Joe Nava, bring previous sales experience in the avocado business, although Wedin declined to say from where.

Calavo also has implemented a new software system this year, Weden said.

Commission serves breakfast suggestions

The Irvine-based California Avocado Commission is turning to breakfast in some of its promotions, said Jan DeLyser, vice president of marketing.

“We stepped up messaging about promoting for breakfast applications and consumer direct messaging, so we just want to elevate tying in avocados with breakfast,” she said.

The commission also reported having had its “most successful Fourth of July promotion ever,” in which members moved 98 million pounds of fruit.

“We’ve had good success in building the Fourth as a consumption event,” DeLyser said.

In 2013, the commission reported. California shipped 100.4 million pounds for Super Bowl promotions and 100.1 million pounds related to Cinco de Mayo.

Chilean importers group picks director

Karen Brux is the new director of the Chilean Avocado Importers Association, having taken over for the retiring Tom Tjerandsen as director of the Chilean Fresh Fruit Association in January.

Brux, who is based in San Carlos, Calif., took over as CAIA’s leader in June.

She had been vice president of communications for the California Table Grape Association, Reedley, in 2010-11. Brux had spent nearly 20 years with New Zealand-based fruit marketer Zespri.

Giumarra covers U.S.  with distribution centers

Escondido, Calif.-based Giumarra Agricom International has expanded its reach across the U.S. The company now has 20 distribution centers that are “strategically placed” in order to meet the needs of retail and foodservice customers across the country, said Gary Caloroso, marketing director.

“Because we view our customers as full-fledged partners, we provide customized marketing programs that help them drive sales and increase consumption,” he said.

Henry Avocado to add ripening rooms

Escondido, Calif.-based Henry Avocado Corp. plans to add ripening rooms to its complement of 54, said Phil Henry president.

“We’re going to be adding a few more of them coming on in the fall,” Henry said, although he said the company wasn’t sure how many new rooms would be built.


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