Salinas, CA – Pacific International Marketing has named industry veteran Max Yeater to the newly created position of Director of Strategy. Max joins Pacific after more than 25 years at PRO*ACT where he served in multiple positions including President and CEO.
During his 30 years in global produce, Max has been involved in all aspects of the industry. At PRO*ACT, he initially served as Vice President of Procurement. He then was promoted to Chief Operating Officer before being named President in 2011. As CEO, Max’s focus was on strategic planning and sustainability. In addition, he worked closely with PRO*ACT’s 50+ distributors to develop marketing strategy, introduce new products and to develop national and regional foodservice business. Max also created programs to improve safety standards, created an employee Emerging Leadership Program and the industry leading Local Farm Grant Program to improve wholesale readiness, food safety, and environmental sustainability to 52 small farms in 18 states.
Pacific Co-Founder and CEO Dave Johnson said the addition of Max to the executive team is part of the company’s new initiative to get ahead of the changing retail and foodservice landscape for the produce industry. “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.”
According to Max Yeater: “It is an honor and privilege to have this opportunity. 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.”
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About Pacific International Marketing
Pacific International Marketing was founded in in the late 1980’s in California’s Salinas Valley by partners Dave Johnson and Tom Russell. They started their business with a vision to build a company that supplied the nation with the best row crops Mother Nature could offer. As a result, their vision has become a reality. Today, Pacific’s produce is grown using conventional and organic practices on over 25,000 acres throughout California, Arizona and Mexico – each growing region chosen for their ideal climate and fertile soil to ensure a year round supply of premium produce.
