FSGA names executive director
FSGA names executive director
Shawn Crocker joined the Florida Strawberry Growers Association Feb. 5 as its new executive director. He steps into the position previously held by Chip Hinton.
Before joining the association, Mr. Crocker was director of procurement and field operations in the orange juice division of Cargill AG in Frostproof, FL. Cargill is an international provider of food, agricultural and risk management products and services that operates in 63 countries.
Mr. Crocker joins the association at its busiest time of the year and will oversee a major new promotional program with Sweetbay Supermarkets and Publix Super Markets that begins this month. The program will introduce the organization's new "Strawberry Shortcake Girl" logo. (More about the program will appear in the Florida strawberry section in the Feb. 19 issue of The Produce News.)
"February is definitely an important month for the Florida strawberry industry," Mr. Crocker said. "Sweetbay Supermarkets is a high-end chain retailer, which is owned by The Delhaize Group. The company has 2,559 food operations in 10 countries on three continents. Publix Super Markets operates over 800 retail stores in the Southeast. The combination results in what will be a major campaign for the FSGA. The program is organized to promote our new 'Strawberry Shortcake Girl' logo. The promotion will be launched in the prime time of our strawberry growing season, and segues into our overall retail promotional program."
The other promotional activities to which Mr. Crocker referred were television and print advertising programs, and the annual Florida Strawberry Festival coming up in early March.
"I look forward to engaging in the many projects, both new and existing," Mr. Crocker said. "The festival began in 1930, and it is one of the most celebrated events in Florida. It will give me the opportunity to learn even more about the Florida strawberry industry and other agricultural aspects in the state."
Before joining the association, Mr. Crocker was director of procurement and field operations in the orange juice division of Cargill AG in Frostproof, FL. Cargill is an international provider of food, agricultural and risk management products and services that operates in 63 countries.
Mr. Crocker joins the association at its busiest time of the year and will oversee a major new promotional program with Sweetbay Supermarkets and Publix Super Markets that begins this month. The program will introduce the organization's new "Strawberry Shortcake Girl" logo. (More about the program will appear in the Florida strawberry section in the Feb. 19 issue of The Produce News.)
"February is definitely an important month for the Florida strawberry industry," Mr. Crocker said. "Sweetbay Supermarkets is a high-end chain retailer, which is owned by The Delhaize Group. The company has 2,559 food operations in 10 countries on three continents. Publix Super Markets operates over 800 retail stores in the Southeast. The combination results in what will be a major campaign for the FSGA. The program is organized to promote our new 'Strawberry Shortcake Girl' logo. The promotion will be launched in the prime time of our strawberry growing season, and segues into our overall retail promotional program."
The other promotional activities to which Mr. Crocker referred were television and print advertising programs, and the annual Florida Strawberry Festival coming up in early March.
"I look forward to engaging in the many projects, both new and existing," Mr. Crocker said. "The festival began in 1930, and it is one of the most celebrated events in Florida. It will give me the opportunity to learn even more about the Florida strawberry industry and other agricultural aspects in the state."
