(Nov. 22) In its move from being a berry sales company to a brand marketing company, Naples, Fla.-based Naturipe Farms LLC created a new operations manager position and hired 28-year produce executive Peter Jensen to help guide the company through the transformation.

“There is an immense need to have a coordinated plan, disciplined approach to operations so we can deliver the product and service to our customers and consumers,” said Naturipe Farms president John Shelford. “Peter will have responsibility for all the operational areas, interfacing with our partners and growers and assuring that the requirements of the brand are maintained.”

Naturipe Farms was formerly Global Berry Farms.

Shelford said Jensen would ultimately have responsibility for the coordination and building a consensus among the partners to deliver the company’s best practices.

He said Jensen began working out of the company’s Salinas office Nov. 6, and that he and Jensen have been conducting an “introductory tour” though the U.S. and will travel to Chile in early December.

Jensen served as vice president of the western region for Monterey Mushrooms for nine years. Before that, he worked with Dole Food Co. for 18 years as vice president and general manager in the Philippines, and general manager and new products manager in Tokyo.