Duda Farm Fresh Foods has promoted Jeff Goodale to senior vice president for strategy and business development and hired Alan Ediger as vice president of sales.
Goodale has held several positions in his 19-year career with the Oviedo, Fla.-based grower, most recently serving as director of sales and senior director of sales, strategy and analysis. In his new role, he will be responsible for managing the Duda Farm Fresh Foods leadership team’s collaboration in developing and implementing strategies that enhance market position, drive business expansion and foster innovation, according to a news release.
Reporting to Goodale on the management team will be Ediger, stepping into a new role in sales leadership, and Nichole Towell, who will continue to lead marketing, e-commerce and take on additional responsibilities for new products, the company said.
“We are proud to have Jeff transition into his new role as senior vice president and look forward to his leadership in the areas of sales, marketing and business development,” said Duda Farm Fresh Foods President Mark Bassetti. “Jeff has played an instrumental role in Duda’s success over these last two decades and will no doubt continue to be a huge asset.”
Ediger joined Duda Farm Fresh Foods in May as vice president of sales and has been working with Rick Alcocer over the last few months to ensure a smooth transition, according to the release. Ediger has sales and business development experience in both the value-added and commodity sectors, the company said.
His produce career began with Fresh Express during growth years, later moving on to roles with Ready Pac Foods, Dole Fresh, and Dole Berry Co.; Ediger most recently served as vice president of sales for California Giant Berry Farms, the release said.
Ediger, who is responsible for leading Duda’s sales strategy for both commodity and value-added product lines and for further developing and leading a sales team, will work closely with the company’s entire management team to align sales efforts to achieve company priorities, goals and pipeline growth targets, the release said.
“Alan is an excellent addition to our team,” Goodale said. “He brings a tremendous amount of experience, a fresh perspective, and a disciplined approach that is already making Duda a better partner to our retail and foodservice customers. We are thrilled to have him join the team.”
