US berry specialist Naturipe Farms has announced an expanded role for Robert Verloop as the new senior vice-president of sales & marketing.

The former vice-president of marketing will step into the new role, which will look after long-term strategic sales and marketing developments. Verloop’s responsibilities at Naturipe Farms will continue to include all marketing programmes, consumer research, sales promotions communications, advertising and public relations, as well as government relations.

Robert Verloop has been involved in the produce industry for more than 25 years. He joined Naturipe Farms in February 2008 after serving more than seven years with Sunkist Growers, most recently as vice-president of global marketing and licensing.

He started his career in the production side of the citrus and avocado industries, moving into marketing in 1992 at the California Avocado Commission. Robert has been active in numerous produce industry organisations, having served as chairman of the Produce for Better Health Foundation.

In his newly created position, Verloop will work closely with vice-president of sales Brian Bocock to support the firm’s sales expansion and increase distribution and penetration of Naturipe Farms’ branded products.

“With the growth in our production base, especially in blueberries and strawberries, we are able to provide a broader level of service and products to clients in multiple channels," said Verloop. “I look forward to working with our sales and marketing staff to build new programmes that will expand our services to existing clients and allow us to strategically expand our client base accordingly."

Naturipe Farms is a large-scale producer and marketer of fresh blueberries and has moved into the top three of California strawberry growers-marketers. The company of grower-owners covers blueberries, strawberries, blackberries and raspberries.

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