The Produce Marketing Association (PMA) has hired its first in-country representative in Brazil with the appointment of Valeska Oliveira Ciré to help the organisation expand its reach and impact in South America as part of its strategic growth objective.
In her role, Oliveira Ciré will serve as a liaison to help increase association membership and facilitate two-way sharing of information and ideas between industry members in the region and PMA by developing communications and programmes to broaden PMA’s reach in the area.
“Valeska’s long involvement in the Brazilian fruit industry rose to the top when we looked for a qualified individual for the position,” said Anthony Barbieri, PMA’s vice-president of business development.
For more than 15 years, Oliveira Ciré worked for the Brazilian Fruit Institute (Ibraf), a private non-profit organisation promoting agribusiness growth.
She worked her way up to executive manager of the association where she developed and promoted marketing initiatives for Brazilian fruits in national and international markets.
Most recently, she was business management consultant at Sebrae – the Brazilian service of support for micro and small enterprises and institutional relations from Françal Trade Shows Company.
“Valeska has a wealth of contacts and industry knowledge in Brazil and throughout South America. She will be an important link to the region and will quickly raise PMA’s profile, as well as provide valuable two-way conversation for our members,” Barbieri said.
Oliveira Ciré will work from São Paulo, Brazil, and report to Nancy Tucker, PMA’s vice president of global business development.
The hiring of Ciré is part of PMA’s strategic plan to build associations with the entire supply chain within the global produce industry.
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