California-based West Pak Avocado has launched The Avocado Family, a new digital campaign that involves the creation of a new website and a documentary video outlining the company's history.
The trailer for the video and a microsite debuted at the Produce Marketing Association (PMA) Fresh Summit in New Orleans, with a full launch slated for January 2018.
The Avocado Family campaign is serving as a foundation for carrying on the legacy of West Pak founders Randy Shoup and Galen Newhouse, who are preparing to retire after 35 years in business.
In 2018 they will hand the reins of the company over to CEO Mario Pacheco, a former executive with Chiquita Banana.
The goal of The Avocado Family campaign is to continue the company’s commitment to growing industry relationships, new ventures in global markets, industry innovation, and continued branding for the avocado, under the new management.
“Things are evolving at West Pak as Randy and I look to retire,” said Newhouse. “With all of the dedicated people that we have in place and all of their years of experience in this industry, we firmly trust where they will take the business.
"West Pak will continue to be a family company, built on the foundation of strong ethics and a real sense of family, which is something that carries through from our team to our growers, distributors and customers alike," he added.