Pacific International Marketing Names Max Yeater as New Director of Strategy
- by Chandler James
SALINAS, CA - Here at ANUK, we love seeing our industry friends bring new strategies to the table. Pacific International Marketing is one company recently leaning into a new plan of attack, hiring industry veteran Max Yeater to fill the newly created position of Director of Strategy. Yeater has spent more than 25 years leading the team at PRO*ACT, where he served in several integral roles including President and CEO.
“It is an honor and privilege to have this opportunity,” said Yeater. “The idea of creating a new vision for the future and building strategies to help direct Pacific into new ventures is very exciting. This is a unique time in our industry. I am truly looking forward to identifying new opportunities and being a part of Pacific’s ascent to the next level.”
During his 30 years in global produce, Yeater has had a hand in all aspects of the industry. At PRO*ACT, he first served as the Vice President of Procurement. He then was promoted to Chief Operating Officer before being named as the company’s President in 2011. As CEO, his primary focus was on strategic planning and sustainability, according to a press release.
Yeater also worked closely with PRO*ACT’s 50+ distributors to develop marketing strategy, introduce new products, and develop national and regional foodservice business. He created programs to improve safety standards; created an employee Emerging Leadership Program; and gave life to the industry-leading Local Farm Grant Program to improve wholesale readiness, food safety, and environmental sustainability for 52 small farms in 18 states.
“We’ve built a very successful company providing our customers with the highest quality fruits and vegetables, but the ongoing global pandemic has sparked a number of changes in consumer eating habits—not only in what they eat, but how they shop and dine out. Max’s role will help to position the company for future growth through product design, technology, and innovation,” said Co-Founder and CEO Dave Johnson, noting that this addition is part of the company’s new initiative to get ahead of the changing retail and foodservice landscape for the produce industry.
Congratulations to Max Yeater on this exciting appointment!