Orlando, Fla.-based Produce for Kids hired Trish James as vice president.

In addition to strategic development, James will also be responsible for consumer outreach, in-store campaigns and managing day-to-day organizational operations, according to a news release.

James has experience in grocery retail and also with commodities.James was also a sales representative for the Citrusdal, South Africa-based Western Cape Citrus Producers Forum.

“With a background in grocery retail at Acme (Markets), she’ll bring a new perspective to the company and its campaigns, as well best practices for reaching shoppers,” John Shuman, president of Produce for Kids, said in the release. “She has also proved to be very successful in creating and executing programs to increase the sales of fresh produce.”

James was with Acme Markets for eight years in a variety of roles, including marketing manager and business support manager for produce.

She created the Acme Healthy Kids Program which increased sales and offered healthful eating options for shoppers.

She started at Produce for Kids in April.