Family Tree Farms expands marketing team with hiring of Dovey Plain
Family Tree Farms expands marketing team with hiring of Dovey Plain
Family Tree Farms in Reedley, CA, announced May 17 the addition of Dovey Plain to the company's marketing department. Ms. Plain, who joins Don Goforth and Melissa Yerxa in the Family Tree Farms marketing department, has 18 years of experience in the stone fruit industry and was most recently domestic promotions manager at the California Tree Fruit Agreement.
Ms. Plain "will be involved in all aspects of retail and consumer promotions for the company's premium labels -- 'Great White' white-flesh peaches and nectarines and 'Flavor Safari' Pluots -- as well as helping to define and implement the extensive training program the company has developed called Flavor Tech University," according to a company press release.
"With the growth we are experiencing and the investment in our customers expanding every day, Dovey is going to be a tremendous asset in helping us take our program to the next level, said Don Goforth, director of marketing for Family Tree Farms.
"In this day and age, vendors are asked to do a lot more than just sell boxes of fruit, Mr. Goforth told The Produce News. "We are being asked to come up with solutions to drive sales as well as to provide consumer data and provide various other services, he said. Family Tree Farms has focused on supporting its retail customers "with true service and executable service in the category management function, he said.
The company has had many ideas on how to achieve that, but needed the right personnel to carry them out, he said. "We brought on Melissa [Yerxa] as a marketing administrator to help execute those ideas and expand the program, "and that concept has really taken off, he said. "Our retailers are enjoying that access to a fresh idea person & [who] can really facilitate the support that retailers are looking for. Now, today, we are further expanding [the program] with the addition of Dovey, who will also function as a marketing administrator, he said.
Family Tree Farms is a grower, packer and shipper of premium tree fruit, focusing primarily on Pluots and white-flesh peaches and nectarines.
Ms. Plain "will be involved in all aspects of retail and consumer promotions for the company's premium labels -- 'Great White' white-flesh peaches and nectarines and 'Flavor Safari' Pluots -- as well as helping to define and implement the extensive training program the company has developed called Flavor Tech University," according to a company press release.
"With the growth we are experiencing and the investment in our customers expanding every day, Dovey is going to be a tremendous asset in helping us take our program to the next level, said Don Goforth, director of marketing for Family Tree Farms.
"In this day and age, vendors are asked to do a lot more than just sell boxes of fruit, Mr. Goforth told The Produce News. "We are being asked to come up with solutions to drive sales as well as to provide consumer data and provide various other services, he said. Family Tree Farms has focused on supporting its retail customers "with true service and executable service in the category management function, he said.
The company has had many ideas on how to achieve that, but needed the right personnel to carry them out, he said. "We brought on Melissa [Yerxa] as a marketing administrator to help execute those ideas and expand the program, "and that concept has really taken off, he said. "Our retailers are enjoying that access to a fresh idea person & [who] can really facilitate the support that retailers are looking for. Now, today, we are further expanding [the program] with the addition of Dovey, who will also function as a marketing administrator, he said.
Family Tree Farms is a grower, packer and shipper of premium tree fruit, focusing primarily on Pluots and white-flesh peaches and nectarines.
