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United Fresh staff changes to grow new foundation, enhance member service

Tom Stenzel, United Fresh Produce Association president and chief executive officer, announced several staff promotions that will create strong team alignment to enhance service to its members.unilog

Victoria Backer has been promoted to executive vice president of the association, with a mandate to lead it in all aspects of organizational development, management and operations. Backer will have several key areas of responsibility, including staff and organizational development and volunteer leadership development. She will also lead the new United Fresh Start Foundation and its mission to increase children’s access to fresh fruits and vegetables.

Andrew Marshall has been promoted to director of foundation programs and partnerships. Marshall has been very effective in building United’s Let’s Move Salad Bars to Schools initiative and its school foodservice programs, and will now lead these efforts for the new foundation.

Lorelei DiSogra will continue her collaboration with Backer and Marshall as United’s nutrition policy leader in the public health and policy community. In addition, United Fresh Vice President Jeff Oberman will add to his current portfolio in trade relations, working with Backer in fundraising to help grow the foundation and member involvement.

Additionally, Miriam Wolk will become vice president of member services, adding direct program responsibility to her membership recruitment and retention portfolio. She will drive member engagement in United’s core programs, including the Produce Industry Leadership Program, Cornell Produce Executive Development Program, USDA Inspection Training, Retail Managers & Foodservice awards and convention education programs.

John Toner will now lead United’s multi-disciplinary staff team that works on the United Fresh convention as vice president of convention and industry collaboration. As United’s partnerships with the Food Marketing Institute, the International Floral Exposition and potentially new partners expand, Toner will coordinate collaborative efforts to better serve United Fresh members.

“Congratulations to these team leaders on their increasing responsibilities to deliver the highest possible value to our members,” Stenzel said in a press release. “These new assignments will further enable United’s talented staff to enhance and expand their service to the association in many key areas as they work to foster innovation and growth for our members.”

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