(Jan. 22, 10:54 a.m.) The California Tree Fruit Agreement, Reedley, Calif., has completed its restructuring by naming Gordon Smith to be the organization’s director of marketing, said Sheri Mierau, president.

Smith, who has been the tree fruit agreement’s manager of international marketing for more than three years, continues his efforts in foreign markets and will direct the organization’s new industry advocate program, Mierau said. The advocate program is designed to educate consumers about grower-shippers and their products.

“Gordon and his staff will be focusing on industry advocate messaging and methods of communicating the positive aspects of agriculture in general and our industry specifically,” Mierau said.

Denise Junqueiro, marketing coordinator, and Cassie Drake, category research specialist, report to Smith.

At its fall 2008 meeting in November, members of the tree fruit agreement voted to concentrate on consumer and category research, trade education and industry resources and to eliminate the domestic market development program.

The tree fruit agreement continues its international marketing efforts because few grower dollars are involved, Mierau said. The funds used for selling peaches, plums and nectarines in foreign markets are obtained from such sources as the U.S. Department of Agriculture’s Market Access Program, she said.

Smith takes over the duties of Jeff Smutny, vice president of marketing, who left the organization after the domestic marketing program was abandoned.