Trying to build more relationships with retail customers, Peri & Sons Farms Inc. hired Cindy Elrod as a saleswoman.

Onion sales veteran joins Peri & SonsElrod joins the Yerington, Nev.-based Peri with more than 25 years of produce sales experience.

Starting in southeast Idaho during the late 1980s where she sold potatoes for her family’s potato packing operation, Elrod also sold potatoes and onions in the Idaho office for Rochester, N.Y.-based Agway Inc.-owned Country Best Produce, as well as in the Idaho Falls office for Fresh Network, Salinas, Calif.

Jessica Peri, retail sales manager, said in a news release the company is working to grow the onion grower-shipper’s sales team and said Elrod brings a wealth of industry knowledge and expertise.

Elrod will focus on building direct relationships with retailers and expanding participation in Peri’s trademarked Onions All Year program.

“The experience she has in new customer development and with introducing sweet onion programs to retailers across the U.S. and Canada is just what we were looking for,” Peri said in the release. “With Cindy’s knowledge about the domestic sweet onion category, we are confident that we can finally realize the full potential for sales of our Sweetie Sweet brand of Certified Sweet onions.”