Cherry Central Cooperative has appointed Helena Beckett as its new president and CEO, effective April 13.
Owned by hundreds of small farms, Cherry Central produces and distributes tart cherry products along with a broader portfolio of fruit and select vegetable ingredients to retail, foodservice and food manufacturers worldwide.
Beckett brings more than two decades of experience in the fresh produce and retail industries, with a track record of driving growth, building high-performing teams and developing strategic partnerships across national retail markets. Cherry Central says she most recently served as director of retail sales for BrightFresh Microgreens, where she led significant revenue growth, expanded national retail partnerships and helped drive the company’s marketing and digital commerce strategy.
Throughout her career, Beckett has demonstrated a deep understanding of the agricultural supply chain and a passion for connecting growers to market opportunities, Cherry Central says. Her leadership experience includes building and scaling sales organizations, leading cross-functional teams and developing go-to-market strategies that deliver results. She has worked with leading national retailers, including Costco, Walmart and Albertsons, and has played a key role in business expansion, brand development and successful company growth initiatives.
Beckett joins Cherry Central as Melanie LaPerriere, who has served as its president and CEO since 2019, is set to retire April 30 after a celebrated career.
“Our Cherry Central family is delighted to welcome Helena Beckett as our new president and CEO,” says Chad Rowley, board chairman for Cherry Central. “Helena brings extensive experience in brand development, retail program creation and strategic decision-making within the food industry. Her true gift lies in her passion for helping people and her ability to inspire others to do their best. She now has an excellent opportunity to continue building on the outstanding achievements of our retiring leader, Melanie LaPerriere. We are excited for our future under Helena’s leadership.”
“Helena brings exceptional skills and leadership to Cherry Central, positioning the organization for strong and sustainable growth,” LaPerriere says. “She is an outstanding cultural fit for Cherry Central and its grower-owners, embodying the values that have guided the cooperative for more than five decades. As Cherry Central enters its 53rd year of operation, Helena’s leadership will play a pivotal role in guiding the organization toward its 100-year milestone and beyond.”
Beckett will work closely with LaPerriere and the Cherry Central leadership team to ensure a smooth transition and continued momentum for the organization.
“I am profoundly grateful to Melanie LaPerriere for the legacy she leaves at Cherry Central. Her dedication to growers and to the cooperative’s mission has set an exceptional standard,” Beckett says. “I am excited to build on that work and bring my background in fresh produce, brand building and stakeholder partnerships to serve this remarkable organization. At Cherry Central, good and nutritious food isn’t just a product; it’s a purpose. That belief is at the heart of everything I do professionally and personally, and I cannot wait to get to work with this team.”
Cherry Central says it remains committed to its mission as a farmer-owned cooperative, focused on delivering high-quality, nutritious products while supporting its growers and customers across the marketplace.
Helena Beckett Selected to Lead Cherry Central Cooperative as President, CEO
The farmer-owned collective has named a strategic industry expert as its top executive to oversee global fruit and vegetable distribution.
(Photo courtesy of Cherry Central)
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