Tristan Simpson ( Nichols Farms )

Produce industry veteran Tristan Simpson has joined Hanford, Calif.-based Nichols Farms as its chief sales and marketing officer.

Simpson will be in charge of new product development as well as branding, sales and marketing initiatives, according to a news release.

As a member of the executive management group, she will also be involved in determining the strategic direction of the organization, which produces pistachios and almonds.

“Not only do we offer high quality products, but our decades of farming expertise have earned us the trust of consumers and built a story of preservation and growth that resonates with our customers,” CEO Chuck Nichols said in the release. “Tristan is a great addition to our team and exactly who we need to help continue to position ourselves in the global marketplace and to tell our story.”

Simpson has previously worked at Ready Pac Foods as a senior vice president and chief marketing officer, contributing to a turnaround effort that culminated in a successful acquisition. Simpson has also been vice president of marketing for Pandol Bros., Sun Pacific, Frieda’s and Paramount Farms.

“I am excited to be joining and working alongside this team of talented and dedicated individuals at Nichols Farms,” Simpson said in the release.

“As we work to expand our retail presence and bolster our overall brand, me and my team’s focus will be developing and executing a defined marketing and communications strategy that helps support the business growth and tell the unique story of this innovative family brand.”