Keith Mixon is back in the berry business at Always Fresh Farms. ( Courtesy Always Fresh Farms )

Always Fresh Farms, grower and marketer of berries and other fruit, has hired Keith Mixon, who has an extensive history in the berry category, as senior advisor to its executive team.

Mixon was a longtime executive at the family-owned SunnyRidge Farm, and was president CEO, when it was purchased by Dole Food Co. in 2011. He continued with Dole, and was president of Dole Berry Co., Watsonville, Calif., when he and his brother left in 2014.

For Mixon, who has been “developing several Florida citrus projects,” according to a news release, it is a return to the berry category.

“Keith is joining us at an opportune moment,” Wayne Giddings, president and CEO of Always Fresh Farms, said in the release. “We have an incredible winter strawberry season planted, import blues and blacks heading this way, and experimental raspberries ready to start making their impact.”

In recent years, Always Fresh Farms has seen its berry category expand as it hired new talent, according to the release.

Mixon’s responsibilities will include mentoring marketing and sales staff, improving administrative systems, and work on overall strategies with customers and suppliers, according to the release.

Westlake Miller LLC, Winter Haven, Fla., changed its name to Always Fresh Farms in 2017.