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Eduardo Serena named interim marketing director at APEAM

The Avocado Producers & Exporting Packers Association of Michoacán, better known by the acronym APEAM, appointed Eduardo Serena as the interim marketing director for Avocados from Mexico.

serena
Eduardo Serena

Mr. Serena, who was previously business development manager for APEAM and has been with the organization for the past eight years, "steps into the role previously held by Emiliano Escobedo, who has accepted a new position as executive director for the Hass Avocado Board," according to a press release issued by APEAM. The change became effective Jan. 16.

"We are delighted to appoint Eduardo to this role and know that his previous experience and background in the avocado industry make him the best person to lead APEAM during this transition," Ricardo Vega, APEAM chairman, said in the release. "Eduardo has a clear understanding of the Avocados from Mexico brand and our leadership position in the market."

"I am very honored to receive this new position as interim marketing director," Mr. Serena told The Produce News. "We are going to continue working on the very successful programs that my colleague Emiliano developed in the past on behalf of Avocados from Mexico. We are going to continue in that line, leading the category in the United States."

Mr. Serena, who was born in Uruapan, Michoacan, Mexico, where APEAM headquarters and many avocado producers are located, said that he was involved in the avocado industry even before joining APEAM, but for the domestic market in Mexico.

He was general manager of Unión de Empacadores, Comercializadores del Aguacate de Michoacán, which focused on marketing avocados in Mexico. In that capacity, "I knew all of the people from the grower side and the packer side," he said. Some members of that organization were also exporters and members of APEAM; others sold to the domestic market only.

Since starting with APEAM eight years ago, Mr. Serena has been based in the Chicago area, where he was in charge of programs for the Northwest and Midwest. He expects to remain in the Chicago area, but with his broader responsibilities he will now be doing more traveling throughout the United States.

Its human resources are APEAM's most valuable asset, he said. "It is a very professional team -- not only our agencies in the U.S." but also the growers and packers in Mexico, who "are always implementing new agricultural practices in order to bring the best avocados available to the consumers in the United States."

APEAM will continue to focus on delivering the high-quality avocados the market demands and on promoting the health and nutritional benefits of avocados, he said. APEAM has been developing a nationwide retailers program in the United States, and "we want to continue working in that direction for the future to assure that Mexican avocados remain a leader in the U.S. market."

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