Mountain View Fruit Sales welcomes new director of marketing

Reedley, Calif.-based Mountain View Fruit Sales has appointed Krista Beckstead as the company’s new director of marketing.

Beckstead has previously worked in the apple grower, packer and shipping sector, according to a news release. With a career of more than 10 years in the produce industry, she brings a profound understanding of market intricacies, brand awareness, consumer trends and innovative marketing strategies, the release said.

"We are excited to welcome Krista to the team," Mike Thurlow, CEO and owner of Mountain View Fruit Sales, said in the release. "Krista brings a wealth of experience and expertise to the role, and we are confident that she will be a valuable asset to our growing company."

Beckstead’s career includes roles at companies such as Nordstrom, Cutter & Buck, Crunch Pak, and Starr Ranch Growers, according to the release. Most recently, Beckstead served as the brand manager at Starr Ranch Growers in Wenatchee, Wash. successfully implementing marketing strategies that elevated the company's brand visibility and market presence, the release said.

"Krista's role as director of marketing will lead Mountain View's marketing initiatives, including brand development, product innovation, and market expansion strategies,” Rob Brett, director of sales at Mountain View, said in the release. “Her strategic vision and leadership will be instrumental in driving Mountain View's mission to provide our customers with the finest quality and marketing solutions."

Mountain View will exhibit at booth No. 1897 at the upcoming International Fresh Produce Association Global Produce & Floral Show in Anaheim, Calif.

"We are eager to showcase our premium stone fruits, grapes and citrus varieties at IFPA,” Pat Steider, president at Mountain View, said in the release. "Our team is excited to meet with attendees, discuss our commitment to quality and explore new opportunities for collaboration."