Emiliano Escobedo has waved goodbye to the Avocado Producers and Exporting Packers Association of Michoacán, Mexico, (Apeam) to take on a new role as the executive director of the US Hass Avocado Board (HAB).
Following the departure of Escobedo, Apeam has appointed Eduardo Serena as its new interim marketing director, according to a press release.
“The decision to leave Apeam was difficult, but I am leaving the association in very capable hands and trust that Avocados from Mexico is well positioned to succeed going forward,” explained Escobedo.
As a business development manager, Apeam said Serena has spent the past eight years working closely with growers, importers and retailers.
Prior to that, he executed USDA programmes in avocado orchards and packhouses in Michoacán, Mexico, where he gained valuable industry experience as an avocado logistics organiser for the domestic market.
“We are delighted to appoint Eduardo to this role and know that his previous experience and background in the avocado industry make him the best person to lead Apeam during this transition,” said Apeam chairman Ricardo Vega.
“Eduardo has a clear understanding of the Avocados from Mexico brand and our leadership position in the market.”
With the continued growth of the avocado category, Serena said his goal is to further build the category, drive sales for the Avocados from Mexico brand and provide the industry with innovative programmes for long-term growth.
According to Apeam, marketing plans are already set in motion for 2012 and Avocados from Mexico expects another year of record sales and growth.
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