Press Releases
New Vice President Completes Tree Fruit Agreement Marketing Team
2/19/2004
California Tree Fruit Agreement President Blair Richardson announced today the addition of Sheri Mierau who has been hired to serve as Vice President of Marketing for the tree fruit marketing orders representing fresh California peaches, plums and nectarines. According to Richardson, filling this newly created position completes the restructuring of CTFA's Market Development Department and will lead to bigger and better things for the tree fruit industry.
Mierau comes to CTFA from the Ahold Operating Companies where she has served as Director of Produce for the past two and one-half years. In this position, she managed produce procurement for over 1,600 stores, supervised inventory and service levels at eight distribution centers, negotiated major departmental contracts and agreements, analyzed and measured all department objectives and built strategic alliances with key vendors.
Prior to her employment with Ahold, Mierau worked on both the sales and buying sides of the produce industry - including responsibilities at Agribuys, Torrance, CA; New World Marketing, Anaheim, CA; Safeway, Inc., Pleasanton, CA and Sunkist Growers, Inc., Visalia, CA. Her family was formerly involved in the tree fruit industry and she is a graduate of California State University, Fresno where she earned a Bachelor's Degree in Business Administration and Marketing.
"Sheri obviously brings a wide range of experience to this position," said Richardson, noting that she is quite familiar with the tree fruit industry, but is also adept at working in the retail environment. "We are looking forward to the unique skills she will bring to the tree fruit industry through her experience with the inner-workings of produce procurement, retail strategy and supplier relations. We are expecting she will assist our industry tremendously in our efforts to establish new and innovative retail programs that benefit individual tree fruit growers."
Richardson further explained the position of Vice President of Marketing that
Mierau will be taking on is a newly created post at CTFA. Although Mierau will primarily oversee domestic marketing activities, she will also be working on the
international side with existing staff members including International Programs Director David Miller and International Programs Coordinator Angelina Downing.
On the domestic side, Mierau will oversee all retail and consumer promotion programs and will work closely with Director of Retail Operations Dovey Plain. Plain was recently promoted to this position, but has been an integral component of CTFA's marketing team for over 7 years. She plays a key role in implementing marketing programs and is responsible for supporting CTFA's six regional retail merchandising managers. In addition, both the international and domestic programs are assisted by Jocelyn Waite, who was hired by CTFA in 2003 to serve as the Economic Analyst.
"We now have a comprehensive team in place to lead us in this new era of marketing for CTFA," continued Richardson. "The focus of CTFA's new marketing directive is to provide increased service to our grower/shippers and to develop marketing programs that not only move increasing volumes of tree fruit, but contribute to the financial success of all peach, plum and nectarine growers.
"We believe that in order to accomplish the goal of restoring profitability to our industry, it is CTFA's role to find new ways to work with retailers and educate consumers on the benefits of fresh California peaches, plums and nectarines while also providing important information our industry can use to generate increased profits," continued Richardson. "Sheri Mierau will bring valuable insight into the world of domestic retailers, while Jocelyn Waite will work to provide valuable information to the industry on category management and production trends. Meanwhile, Dovey Plain, David Miller and Angelina Downing will continue their hard work to implement specific program activities."
Richardson said that Mierau will begin her employment with CTFA March 29 and will be stationed at CTFA headquarters in Reedley, CA along with the rest of the marketing staff. Richardson encouraged industry members to stop by offices located at 975 I Street in Reedley to meet Mierau or to provide input to any CTFA staff member.