Scott Horsfall named CEO of Leafy Greens Marketing Agreement
Scott Horsfall named CEO of Leafy Greens Marketing Agreement
Former California Grown Chief Executive Officer Scott Horsfall has been named to head the new California Leafy Greens Marketing Agreement.
The agreement has voluntary participation, and about 99 percent of the leafy greens production in California is accounted for under the agreement. Mr. Horsfall steps into the role "familiar with the requirements" of marketing agreements, he said. He will begin his new position May 29 and will be located in Sacramento, CA, although the exact location hadn't been determined as of Friday, May 18.
"It just looked like an opportunity to maybe make a difference and be part of something important," he said of joining the leafy greens initiative.
Mr. Horsfall headed the statewide California Grown promotion program from 2003 through 2006. Prior to working with California Grown, he had served as president of the California Kiwifruit Commission and vice president of international marketing at the California Table Grape Commission. For the past year, Mr. Horsfall has been a management supervisor at Sacramento- based MeringCarson Advertising.
"I've got some 20-odd years of working with California agriculture," Mr. Horsfall said. "I do believe I know the ag industry."
Mr. Horsfall said he believes that it is important to get the marketing agreement up and running, and that he knows the agreement's board of directors has been "meeting an awful lot."
"It's not a lobbying job, and I won't be lobbying," Mr. Horsfall said. "But I won't hesitate to tell our story."
The agreement has voluntary participation, and about 99 percent of the leafy greens production in California is accounted for under the agreement. Mr. Horsfall steps into the role "familiar with the requirements" of marketing agreements, he said. He will begin his new position May 29 and will be located in Sacramento, CA, although the exact location hadn't been determined as of Friday, May 18.
"It just looked like an opportunity to maybe make a difference and be part of something important," he said of joining the leafy greens initiative.
Mr. Horsfall headed the statewide California Grown promotion program from 2003 through 2006. Prior to working with California Grown, he had served as president of the California Kiwifruit Commission and vice president of international marketing at the California Table Grape Commission. For the past year, Mr. Horsfall has been a management supervisor at Sacramento- based MeringCarson Advertising.
"I've got some 20-odd years of working with California agriculture," Mr. Horsfall said. "I do believe I know the ag industry."
Mr. Horsfall said he believes that it is important to get the marketing agreement up and running, and that he knows the agreement's board of directors has been "meeting an awful lot."
"It's not a lobbying job, and I won't be lobbying," Mr. Horsfall said. "But I won't hesitate to tell our story."
