Sheldon Rockey has succeeded Richard Leibowitz as the managing director of the Specialty Potato Alliance, Mountainside, N.J.

Rockey is a partner at Rockey Farms and White Mountain Farms, which packages potatoes grown at Rockey Farms’ other locations.

He said the main reason for the transition was to allow Leibowitz to focus on other tasks such as increased marketing and sales efforts.

“He’s done a great job for the past five years. We just thought someone else should take over the directing part of it to let him concentrate on his other goals,” Rockey said.

The group is looking at new ideas to promote specialty potatoes, including possibly working on more direct sales through Leibowitz.