Tjerandsen to lead CAIA marketing efforts
Tjerandsen to lead CAIA marketing efforts
The Chilean Avocado Importers Association announced that Tom Tjerandsen of the Chilean Fresh Fruit Association has been appointed marketing manager to lead the association's efforts to promote Chilean Hass avocados to U.S. consumers.
Steve Lutz of the Chicago-based Perishables Group has completed his work with CAIA to oversee the development of the associations initial marketing and media plans, and Mr. Tjerandsen will begin work to implement the CAIAs $5 million marketing plan for the import season.
"Tom is the ideal person to lead our efforts to increase awareness and consumption of Chilean Hass avocados in the United States," Jorge Covarrubias, chairman of CAIA, said in a statement. In addition to his 30 years of marketing experience, Tom has previously worked as an adviser to CAIA and understands the challenges and opportunities of our industry.
Phil Henry, vice chairman of CAIA, added, Tom will play a vital role to promote Chilean Hass avocados during a time when the category is experiencing faster consumption rates than most other produce items.
Steve Lutz of the Chicago-based Perishables Group has completed his work with CAIA to oversee the development of the associations initial marketing and media plans, and Mr. Tjerandsen will begin work to implement the CAIAs $5 million marketing plan for the import season.
"Tom is the ideal person to lead our efforts to increase awareness and consumption of Chilean Hass avocados in the United States," Jorge Covarrubias, chairman of CAIA, said in a statement. In addition to his 30 years of marketing experience, Tom has previously worked as an adviser to CAIA and understands the challenges and opportunities of our industry.
Phil Henry, vice chairman of CAIA, added, Tom will play a vital role to promote Chilean Hass avocados during a time when the category is experiencing faster consumption rates than most other produce items.