Produce News Facebook  Produce News Twitter  Produce News LinkedIn  Produce News Instagram

Mountain View Fruit Sales welcomes new director of marketing

Mountain View Fruit Sales, a prominent stone fruit, grape and citrus grower/shipper company, is delighted to appoint Krista Beckstead as its new director of marketing. Beckstead brings a wealth of experience in the produce industry, having previously worked in the apple grower, packer and shipping sector. With a career spanning over 10 years in the produce industry, Beckstead brings a profound understanding of market intricacies, brand awareness, consumer trends and innovative marketing strategies.

"We are excited to welcome Krista to the team," said Mike Thurlow, CEO and owner of Mountain View Fruit Sales. "Krista brings a wealth of experience and expertise to the role, and we are confident that she will be a valuable asset to our growing company."

Beckstead 's distinguished career includes roles at renowned companies such as Nordstrom, Cutter & Buck, Crunch Pak and Starr Ranch Growers. Her diverse background encompasses roles ranging from quality assurance engineer to director of brand marketing and Product Innovation, showcasing her versatility and proficiency in various aspects of marketing and quality control.

At Nordstrom and Cutter & Buck, Beckstead honed her skills in quality assurance engineering, where she developed a keen eye for detail and a commitment to delivering products of the highest quality. Her tenure at Crunch Pak as the director of brand marketing and Product Innovation allowed her to explore her creative side, where she played a valuable role in driving innovation and brand growth in the highly competitive fresh produce industry.

Most recently, Beckstead served as the brand manager at Starr Ranch Growers in Wenatchee, Washington, successfully implementing marketing strategies that elevated the company's brand visibility and market presence.

Rob Brett, director of sales at Mountain View, said, "Krista's role as Director of Marketing will lead Mountain View's marketing initiatives, including brand development, product innovation and market expansion strategies. Her strategic vision and leadership will be instrumental in driving Mountain View's mission to provide our customers with the finest quality and marketing solutions."

"We are excited to welcome Krista to the Mountain View family," said Brett. "Her impressive background and expertise in both quality assurance and marketing will undoubtedly enhance our brands and help us reach new heights in the industry."

Mountain View is equally thrilled to engage with industry professionals, partners, and customers at the upcoming IFPA Show in Anaheim, CA, at Booth #1897. This event serves as a fantastic opportunity to connect, discover Mountain View's exceptional produce offerings, and learn more about their high-quality farming practices and fruit.

"We are eager to showcase our premium stone fruits, grapes, and citrus varieties at IFPA next week," said Pat Steider, president at Mountain View. "Our team is excited to meet with attendees, discuss our commitment to quality, and explore new opportunities for collaboration."

Print
Tagged in:
People
Read more

In the Trenches: Put muscle into merchandising California strawberries

By
Ron Pelger

Spring is here and summer is just ahead. That means California strawberries are on tap. California’s ideal climate produces 90 percent of the nation’s strawberries, yielding 1.8 billion pounds annually, and more organic strawberries are grown in California than anywhere in the world.

U.S. supply chain education important for Peruvian avocados

By
Tim Linden

As the Peruvian avocado industry enters another season of significant shipments to the U.S. market, a major effort needs to be on supply chain education.

Ocean Mist Farms delivers convenience without compromising on freshness or flavor

Today’s consumers continue to express strong interest in cooking with fresh vegetables, but increasingly busy schedules often make that goal difficult to achieve. Between work demands, school activities, commutes and packed family calendars, many consumers are seeking meal solutions that deliver freshness, flavor and nutrition — without requiring time-consuming prep.

USDA restricts seven PACA violators

The U.S. Department of Agriculture has imposed sanctions on seven produce businesses for failing to meet contractual obligations to the sellers of produce they purchased and for failing to pay reparation awards issued under the Perishable Agricultural Commodities Act. These sanctions include suspending the businesses’ PACA licenses and barring the principal operators from engaging in PACA-licensed business or other activities without USDA approval. 
 
The following businesses and individuals are currently restricted from operating in the produce industry: 

Brewster Heights files for Chapter 11 bankruptcy protection

Brewster Heights Packing & Orchards, one of Washington state's largest vertically integrated apple and cherry growing, packing and distribution enterprises, has commenced a voluntary Chapter 11 restructuring process by filing petitions in the United States Bankruptcy Court for Eastern District of Washington.

Wegmans’ kicks off campaign to support summer feeding programs

Wegmans Food Markets kicked off its company-wide Fill the Bus/Fill the Backpack scan campaign to raise money for the company’s 53 Feeding America food bank partners. 

Copyright © 2025 The Produce News • Covering Fresh Produce Around the Globe Since 1897