APEAM Appoints Eduardo Serena To Marketing Director Role
January 13, 2012 | 3 min to read
LOS ANGELES, Calif. — The Avocado Producers and Exporting Packers Association of Michoacán (APEAM) has appointed Eduardo Serena as the new interim Marketing Director for Avocados from Mexico. Serena steps into the role previously held by Emiliano Escobedo who has accepted a new position as Executive Director for the Hass Avocado Board.
“We are delighted to appoint Eduardo to this role and know that his previous experience and background in the avocado industry make him the best person to lead APEAM during this transition,” said Ricardo Vega, APEAM Chairman. "Eduardo has a clear understanding of the Avocados from Mexico brand and our leadership position in the market."
As a Business Development Manager, Serena has spent the past eight years working closely with growers, importers and retailers. Prior to that, he executed USDA programs in avocado orchards and packing houses in Michoacán and gained valuable industry experience as an avocado logistic organizer for the domestic market. “I’m looking forward to the opportunity to serve as Marketing Director for APEAM,” said Serena. "With the continued growth of the avocado category, my goal is to further build the category, drive sales for Avocados from Mexico and provide the industry with innovative programs for long-term growth.”
According to APEAM, marketing plans are already set in motion for 2012 and Avocados from Mexico expects another year of record sales and growth. “The decision to leave APEAM was difficult , but I am leaving the association in very capable hands and trust that Avocados from Mexico is well positioned to succeed going forward,” said Emiliano Escobedo.
"We extend our deepest appreciation to Emiliano for all that he has done for our product and brand and the strong foundation he has put in place that we will continue to build upon," said Vega. “We wish him the very best at HAB and are grateful that while he may not be working for us, he’ll be working for the avocado category which benefits all of us.”
Serena will assume the role of Marketing Director in mid-January 2012.
About Avocados from Mexico
Avocados from Mexico are the World’s largest producer and the top provider of avocados in the United States and the rest of the world. Carefully cultivated and perfected over generations in the land where avocados originated, they’re grown in the unique climate and rich soil of Michoacán, Mexico. Available year-round in a variety of grades, sizes and weights, Avocados from Mexico are naturally creamy and nutritious with a rich, authentic flavor that has come to be known as the World’s Finest.
About APEAM
A nonprofit organization founded in 1997 to represent the Hass avocado industry from the Mexican state of Michoacán in its export program for the brand Avocados from Mexico, to the U.S. The Avocado Producers and Exporting Packers Association of Michoacán (APEAM) is dedicated to developing and implementing stringent quality measures to ensure the production of the finest avocados available anywhere, worldwide. APEAM currently represents nearly 7,000 growers and 35 packers in the state of Michoacán, the heart of Mexico’s main avocado growing region. APEAM develops and executes strategic marketing initiatives with the goals of 1) building awareness of Mexican avocados as “The World’s Finest” and 2) working with our customers to build demand for Hass Avocados from Mexico throughout the United States and around the world.
Source: APEAM