Fresh Fruit Cuts, processors of stonefruit, pears and grapes under the Woot Froot label, has named Melissa Blake as director of sales and marketing.
According to the group, Blake will be responsible for marketing, external communications and for driving sales of Woot Froot by adding diversity and variety into the value-added segment.
“I have witnessed incredible growth in the value added segment over the past few years; last year alone reports show an industry increase of over 10 per cent,” said Blake. “I have no doubt that consumer spending habits will continue to move in this direction and I am excited to be a part of a company that is embracing these trends and spearheading new products that cater to this demand.”
Fresh Fruit Cuts is entering its third year of production and will launch new pack styles in 2016 that are popular with consumers.
According to CEO Kim Gaarde: “Melissa has great energy and excitement for the category and is a perfect fit to manage our aggressive growth strategy of Woot Froot’s unique offerings. She has a compressive understanding of the produce industry, and as a consumer herself she truly understands the expectations of today’s shopper for convenient, healthy options for herself and for her family."