(Aug. 26) MISSION, Texas â Lucy Garcia, the new executive director of TexaSweet Citrus Marketing Inc., is looking forward to expanding her role at the south Texas multicommodity promotion agency.
âI think itâs an exciting time for us, and weâve got challenges,â Garcia said. âItâs a great time for TexaSweet, and we have a lot of growing room. Iâm just excited by the opportunity.â
Former executive director Melinda Goodman is joining Four Seasons Trading Co. LP, Donna, in the newly created position of marketing manager.
Goodman, the former marketing director for the Red River Valley Potato Growers Association, joined TexaSweet in June 2001. Garcia, TexaSweetâs public relations director, immediately assumed the role after Goodmanâs Aug. 27 departure. Goodman starts at Four Seasons Sept. 1.
âLucy has been a terrific asset to the TexaSweet team for the past three years,â Goodman said. âDuring that time, she has grown her skills and experience, assuming many leadership responsibilities.â
Goodmanâs role at Four Seasons Trading comes after a number of changes for the south Texas importer and distributor. Last year, the Mission-based affiliate of Four Seasons Produce Inc., Ephrata, Pa., moved to Donna, and in February, the company purchased Weslaco-based Sol Fresh Produce Inc., moving it to Donna and naming Sol Fresh owner Curtis DeBerry as general manager.
DeBerry said Goodmanâs six years in the industry and her marketing focus at TexaSweet will strengthen the retail focus at Four Seasons Trading. Her responsibilities will include retail account management and development, category planning and brand development.
âWeâll really push hard to expand retail programs and retail contracts through various chain stores throughout the country, and that will be her main job,â DeBerry said.
In the past, Garcia worked on public relations programs for consumer and trade media for TexaSweet, the marketing arm for the Texas grapefruit and orange industry, which shipped about 9.6 million cartons last year.
TexaSweet also works in connection with Texas Sweet Marketing Inc., which Goodman launched earlier this year.
Texas Sweet handles marketing and public relations for nonproduce companies in the Rio Grande Valley and has opened the door for commodities from throughout the country to be included in TexaSweet Citrus Marketing merchandising visits with retailers. Clients and items have included the Colorado Potato Administrative Committee, Monte Vista; Mexican grapes from Sonora; the Fresh Produce Association of the Americas, Nogales; and the Red River Valley Potato Growers Association, which is the fresh marketing arm of the Northern Plains Potato Growers Association, East Grand Forks, Minn.