Jeff Oberman has joined Pro*Act. ( Photo courtesy Pro*Act )

Former United Fresh Produce Association vice president Jeff Oberman has joined Pro*Act as vice president of strategic programs.

Oberman was at United Fresh for 21 years, most recently as vice president of trade relations. Pro*Act, in a news release, praised him for his talent for relationship development and said his hiring signals a continued strategy of growth in alternative channels.

“We have been working to expand our customer base to include retail, wholesale, and emerging concepts in our portfolio” said Pro*Act Chief Operations Officer Brian Kane said in the release. “Jeff’s knowledge of our industry, and business development expertise gives us the opportunity to build programs that satisfy our broad customer base.”

While Oberman’s experience at United Fresh included a focus on maximizing retail and foodservice sales, he also led efforts in new channels, such as convenience stores, according to the release.

“I’m excited to join a well-respected company like Pro*Act, working alongside their business development team to build a more diverse clientele, and establish greater relationships with our suppliers and the industry,” Oberman said in the release.

He will be based in Monterey, Calif., and can be reached at [email protected] and (831) 600-8922.