IRVINE, CA – The California Avocado Commission (CAC) has grown, with a new Retail Marketing Director and Online Marketing Director.
Twenty year produce veteran Carolyn Becker has been named the commission's new Retail Marketing Director for the northwest region, while team member of 11 years Zac Benedict has been promoted to Online Marketing Director.
“Consumers in the Pacific Northwest and Mountain regions of the U.S. prefer California avocados almost as much as those in our home state do,” CAC’s Vice President of Marketing, Jan DeLyser, said in a press release. “So we are very excited to have Carolyn Becker join our team to work with retailers and continue building loyalty to California avocados in those regions.”
Becker brings experience in representing both growers and marketing associations to the retail produce trade to her new role with the commission, having managed marketing programs for a variety of commodity associations, including:
- California Kiwifruit Commission
- California Pear Board
- California Cherry Advisory Board
She currently represents Bard Valley Date Growers and Primavera Marketing to retailers in the west.
Zach joined the team in 2005, having begun as an intern merchandising clerk while studying at Cal State University, Fullerton.
“Zac Benedict’s promotion to Director is both a recognition of his talent and growth as well as an understanding of the ever-increasing importance of online marketing to the consumer today,” DeLyser commented. “Digital marketing and social media are critical vehicles CAC employs to reach our target markets and support customers who value California avocados.”
Having worked his way up to more and more responsibility within the commission over the years, Benedict has been the face and voice of CAC’s “The Scoop” blog, and is a 2012 graduate of the Produce Marketing Association’s Emerging Leaders program.
As Online Marketing Director, the commission stated that Benedict will be responsible for planning and execution of CAC’s online programs, including website, social media, blog, email, and related consumer marketing activities.
Becker, as the northwest Retail Marketing Director, will represent CAC to retailers in the Pacific Northwest and Mountain regions, as wells as being responsible for coordinating programs with California avocado packers.
Congratulations to both these industry members on their newest roles.
