News and insight for North America's fresh produce buyers
Carl Collen


Greenfruit Avocados expands team

Experienced retail man Kraig Loomis joins as new sales and marketing manager

Greenfruit Avocados expands team

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Mexican avocado grower-shipper Greenfruit Avocados has announced that retail veteran Kraig Loomis has been appointed as sales and marketing manager, a move that came into effect on 2 July.

Loomis is no stranger to the produce industry with 18 years of experience, of which 16 was spent in retail as a produce clerk, produce manager, produce inspector, produce specialist and produce buyer with companies including Kroger and Fresh & Easy.

More recently, Loomis transitioned to the grower-shipper side of the business as the sales manager for asparagus, wet veg and varietal berries at Progressive Produce.

In his new role at Greenfruit, Loomis will be responsible for building on the existing sales and marketing programmes of Greenfruit and creating a culture of quality and service experience for every customer. This will include mentoring the sales and marketing team to achieve personal and company goals.

When asked about the new role, Loomis commented: “Produce is an exciting business that is finding itself in the right place and right time in history and continues to grow as a category when other areas of grocery are struggling. And even more exciting, avocados are one of those produce items that has found a fan following to grow in consumption and deliver new dollars in both retail and foodservice.

“Going to work with a company like Greenfruit also puts me at the right time and right place in history to work with an up and coming company that is equally passionate about the industry, quality and customer service and I’m excited to see what we can do together.”

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