Appointment is part of major expansion of the company’s sales team
Watsonville-based California Giant Berry Farms has appointed industry veteran Tom Smith as vice president of sales and marketing. The move is part of a strategic expansion of its sales team with the appointment of four new members and key internal promotions.
Smith will oversee global business and trade market strategies and the overall commercialisation of the company’s premier product platform. “He is tasked with driving an integrated, insight-driven strategy that seamlessly aligns sales and marketing, enhances the customer and consumer experience, and ensures the company meets top- and bottom-line objectives while solidifying its long-term business sustainability,” California Giant said.
Smith will also focus on tactical succession planning, mentoring internal talent to build the next generation of company leadership.
Company president and CEO Joe Barsi commented: “Our energy is entirely focused forward as we welcome Tom back to lead our commercial organisation. Tom brings the strategic leadership, operational discipline, and deep industry expertise needed to build a high-performing team.
“His return, combined with a powerful addition of hands-on sales talent, represents an intentional investment in our capabilities. We are aligning our strengths to provide deeper support for our growers and a winning foundation for our business.”
The other sales appointments and promotions are:
- · Serjio Sanchez, senior director of sales operations
- · Katy Matzinger, director of key accounts
- · Sandy Jurach, director of foodservice sales
- · Sam Nahas, director of wholesale
- · Carolyn Chang, director of business development
- · Luke McCreesh, director of commodity management
- · Amber Button, sales account manager
Barsi said: “This strategic optimisation of our sales organisational structure was made with a definitive purpose: to cultivate a winning culture that drives real, measurable results for our growers, our customers, and our company. Moving forward, our focus is entirely on flawless execution – showing up every day to maximise value for our partners, capitalise on our quality berry supply chain, and build a prosperous future together”.
