(Sept. 22) After 28 years of leading sales staffs at several produce companies, Jeff Schroeder has joined Colorful Harvest LLC, Monterey, Calif., as director of sales and business development.

Schroeder, 51, will lead the sales staff in introducing the national Green Giant Fresh berry and avocado programs and will work to increase distribution and enthusiasm around new Colorful Harvest products, said Doug Ranno, chief operating officer.

He will oversee a five-member sales staff, and the company hopes to hire an additional salesman this year.

Schroeder began his produce career in 1975 as sales manager on California‘s central coast for A. Levy & J. Zentner Co., Reedley. Much of his tenure in the produce business has taken him to Sacramento, Calif.-based companies, including the Sacramento Farmers Market, Chick’s Produce Inc., Lucky Fruit & Produce Co. Inc. and General Produce Co. Ltd.

Most recently, Schroeder worked as director of produce operations for the Tracy, Calif.-based division of the Fleming Cos.

At Lucky, Schroeder worked closely with the retail industry, especially Sacramento-based Raley’s Supermarkets and independent IGA groups.

Colorful Harvest, a company formed in June, is one of three independent companies operated under The Sholl Group umbrella, which also consists of Potandon Produce and The Sholl Group II.

Colorful Harvest markets a line of colorful produce items like violet broccoli and sweet red corn. The organization also owns the licensing rights to market and sell Green Giant brand artichokes, berries and avocados.