(Aug. 19) Country Fresh Mushroom Co., Avondale, Pa., has named the former director of sales for the eastern U.S. at Monterey Mushrooms Inc. to the newly created position of vice president of sales and marketing.

Mike Reed, who also served as Southeast regional sales manager for Watsonville, Calif.-based Monterey Mushrooms, joins Country Fresh after eight years in the produce industry, six with Monterey.

With Country Fresh, Reed hopes to put the company on the sales offensive, he said.

“We want to educate salespeople so they can sell with confidence and so they can sell more product,” Reed said. “In a lot of ways, we want to be very customer-oriented. We want consumers to fill their grocery baskets and teach retailers how to develop stronger category management plans.”

Reed said Country Fresh also aims to expand its market presence through trade shows, point-of-purchase materials and its Web site — www.countryfreshmushrooms.com — which is under construction.

A native of California’s Central Valley, Reed graduated from the University of California-Davis with a degree in international agriculture development.

Reed has worked as a merchandiser for the California Tomato Board, Fresno, and in sales for General Produce Co. Ltd., Sacramento, Calif.

Out of college, he worked as a staff assistant for a Central Valley congressman, handling agricultural issues and serving as his constituents’ main contact for social security and veterans’ affairs. Following this, Reed worked for the Organization of American States, where he was an international diplomat who helped supervise elections in Paraguay.