Lisa Cork of Fresh Produce Marketing Ltd., has joined the Produce Marketing Association’s Board of Directors.

Cork is described in a PMA news release as an innovator whose insights help brands looking for ideas into consumer behaviors. She is a former Californian who lives in New Zealand and has served on PMA’s Global Development Committee and Demand Creation Strategic Planning Task Force. Cork’s experience helps her ask questions that challenge the status quo, according to the release.

She is credited with creating Apio’s Eat Smart brand 25 years ago, and leading the branding for Lone Star Citrus’ Winter Sweetz grapefruit brand and Borderland Organics’ Naturalls grapes

In 2013, Cork received the PMA Australia-New Zealand-Produce Plus Marketer of the Year Award for boosting sales of Delta Produce Growers’ sweet potatoes (known as kumara in New Zealand) by 200% with a brand campaign.

“Lisa is an insightful produce professional, and her many years of experience assisting produce companies around the world to develop impactful strategies and build unique brands will help in bringing PMA’s new strategic plan to life,” Richard Owen, PMA’s vice president of global business development, said in the release.