IRVINE, CALIF. – The Hass Avocado Board (HAB) has hired Gina Widjaja as the new Marketing and Communications Manager, as announced today by HAB Executive Director Emiliano Escobedo, as part of the newly created marketing strategy for Hass Avocados. Widjaja will play an integral role in contributing to the development and execution of HAB’s marketing program, which is focused on nutrition and designed to increase consumer demand and further leverage the marketing strength of the collective member associations.
“We are thrilled to have Gina onboard,” said Escobedo. “She brings a wealth of knowledge of the produce industry, which will serve HAB and our member organizations well.”
Under supervision of Escobedo, Widjaja will work with HAB’s agency partners to implement the marketing strategy with member organizations and strategic partners, as well as develop and coordinate future marketing and communication programs.
“I look forward to working with the member organizations representing California, Mexico, Chile and Peru, supporting the specific marketing priorities of each organization,” said Widjaja. “I’m blessed that this next step in my career will allow me to learn more about avocados and become part of the exciting nutrition research HAB is championing. I know that nutrition will always be on the agenda of our member organizations and I look forward to helping them take advantage of our efforts in this space.”
Although new to HAB, Widjaja is not new to the produce industry, having worked at Sunkist Growers for the past seven years. Most recently serving as the manager of advertising and public relations, she worked closely with the staff, growers and agency partners to educate consumers about healthy product benefits, usage ideas and the citrus specialties less familiar to consumers.
Her responsibilities at Sunkist included global marketing initiatives for the company while managing consumer and trade advertising, public relations, online marketing, social media and the company’s foodservice programs for all citrus varieties and grapes. She also worked on Sunkist’s nutrition marketing activities, including working with registered dieticians to ensure communication of proper health claims.
Prior to making her way into the produce industry at Sunkist Growers, Widjaja, a graduate from California Polytechnic University Pomona, worked in textile and home-builder businesses. In 2012, The Packer named Widjaja as a “Women in Produce” honoree. She also participated in the Emerging Leaders Program offered by the Produce Marketing Association at Thunderbird School of Global Management in 2011. Widjaja is fluent in English, Spanish and Indonesian.
Source: Hass Avocado Board
