Cristie Mather is leaving her post as communications director at Pear Bureau Northwest, based in Portland, OR, to take the role of managing director at The Fiction Tribe, a creative agency with offices in Portland and Santa Clara, CA.

Mather has led the marketing communications programs for Pear Bureau Northwest since 2006. During her eight-year tenure, she directed numerous successful public relations, marketing and advertising activities targeting trade and consumer audiences. Her work with Pear Bureau Northwest has won awards from the National Agri-Marketing Association and the PR Society of America.Cristie Mather

In 2012, she participated as a fellow in the United Fresh Produce Association's Leadership Program sponsored by DuPont. She holds a seat on the marketing and merchandising committees for United Fresh Produce Association and the Canadian Produce Marketing Association, and has also volunteered her time with the Produce for Better Health Foundation, the International Foodservice Editorial Council and the U.S Department of Agriculture's MyPlate national communications committee.

"When I considered my future, it was important for me to continue to make contributions to the produce industry," Mather said in a press release. "I am dedicated to the overarching mission of increasing produce consumption, and I will continue to give back to the industry that has given me so much. With its current client roster, The Fiction Tribe is allied with the produce industry, and I look forward to helping more organizations achieve their marketing goals in my new role."

The Fiction Tribe has partnered with Pear Bureau Northwest in several projects over the past several years, including the design and development of its full portfolio of websites and digital content. The group also partnered with the California Strawberry Commission, the U.S. Apple Association, the California Table Grape Commission and the Washington Apple Commission in developing the U.S. Fresh Fruit Basic Training Program for global export markets, which has been translated into seven languages.

The Fiction Tribe is a full-service creative agency that develops content marketing, print and digital advertising, and video production for its clients. In addition to produce industry and commodities work, The Fiction Tribe has a strong presence in the technology sector, with clients that include Microsoft, Intel, Parallels and FireEye.

"Cristie brings a wealth of expertise in marketing strategy and content development that will be valuable to our clients," James Rice, cofounder of The Fiction Tribe, said in a press release. "I am thrilled to have her join our hardworking team in a leadership role."

"We wish Cristie the best in her new role, and are grateful to her for her contributions to the Northwest pear industry's success over the past several years," Kevin Moffitt, president and chief executive officer of Pear Bureau Northwest, added in the press release.