Arizona-based SunFed has announced the appointment of Craig Slate as its new president and chief executive.
He steps into the role vacated by co-founder Danny Mandel, the company’s most recent president and CEO, who has retired.
“I am proud to have Craig carry our company’s passion, commitment, and focus on excellence, into this next phase of growth for SunFed,' noted Mandel. 'Twenty-three years has been a long, but exciting time. We have constantly worked to improve the lives of our growers and customers.
“For our growers, SunFed brought transparency and understanding to the marketing process,' he added. 'Back in the day, growers would find out the type of year they had at the end of the season during liquidation, when they received a check or a bill. SunFed ‘turned on the lights’ for our family of growers. Today, SunFed growers go online and see every facet of their business in real time, as if they ran and owned the company.'
In Slate’s new role, his objectives will be to continue SunFed’s forward momentum and begin to accelerate the team’s expansion efforts,' the group said.
“We are assessing, and looking to expand our current operations–a path which we have already begun to pave,” said Slate. “This first piece of the puzzle is with our grower base. Our growth is achieved hand-in-hand with our best-in-class growers and ranches. SunFed’s goal is to further tap into these operations to help them grow, and create greater access to an evolving SunFed portfolio.
'The second point of the plan, involves new category ventures. The company is already evaluating other key items and areas to grow business-wise, that support what we already do, and further diversify our offerings, while driving additional revenues.
'Last but not least, is the marketing arm and customer-centric packaging, which has given us a great platform for differentiating ourselves within the fresh produce arena. We pride ourselves on our innovative, creative, and energetic themes and packaging, and how they speak to a range of demographics, markets, and consumer buying behaviours,' he added.
