( Photo and logo courtesy Fresh Directions International; graphic by Amelia Freidline )

Fruit pulp and avocado distributor Fresh Directions International, Miami, has hired Andy Garces for the new position of sales and marketing manager.

Garces most recently was events coordinator at Silverspot Cinema and marketing project manager for Chaban Wellness before that.

He has experience in managing creative projects, trade events, branding and consumer engagement, according to a news release.

“Additionally, he will be bringing new efficiencies into processes, managing brands, and have a critical role in product development, new item roll outs, as well as managing and implementing digital, and social media platforms for the LUV family of fresh products and the highly regarded line of fresh avocados,” according to a news release from the company.

The company markets hass and tropical avocado varieties, according to the release.

“Andy’s experience in consumer products with a focus on health, combined with his project management skills, make him a valuable asset as we spread our LUV brand from coast to coast,” Sabrina Castillo, chief administrative officer, said in the release.

Fresh Directions imports fresh fruit, including avocados, from the Dominican Republic. The company imports fruit grown by the Castillo Lora family (Grupo MACAPI), according to the release.