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Driscoll's Strawberry Associates in Watsonville, CA, has announced that long time sales manager, Tim Youmans, has been promoted to vice president of sales for the company.

Mr. Youmans, who has been with Driscoll's since 1999, will head sales for the retail, foodservice, export and wholesale channels, and will head the company's category management team. Mr. Youmans will report to Michael Hollister, senior vice president of sales and marketing.

"Tim's new position will give us greater focus and coordination between all of our sales channels," Mr. Hollister said in a March 10 press release. "Also, this will provide an even tighter bond between the sales team and the category management team. We have a great group of people and Tim is a proven leader."

Prior to joining Driscoll's, Mr. Youmans was in technology and communications sales.

"Produce in general and berries in particular are a much more vibrant sales environment, with conditions changing almost hourly on some days," Mr. Youman's added in the press release. "At the same time though, there is a lot in our industry that endures year to year. Our challenge is to be responsive to the day to day environment while we build long term plans with our marketing partners for future growth."

Miles Reiter, chairman and chief executive officer of Driscoll's, added in the press release, "Our mission is to continually delight berry consumers through alignment with our growers and our customers. Tim's role as vice president of sales is pivotal in achieving that alignment between producing great berries and meeting the needs of our marketing partners, both in the short and long term."