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Industry veteran Tristan Kieva has joined Delano, CA-based Pandol Bros. Inc. as its director of business development and marketing.

Ms. Kieva comes to Pandol Bros. from Consumer Effects International, where she was senior director of branding and marketing. She has spent more than 15 years in consumer marketing, with much of that time in the perishables industry. She has worked in Los Angeles for Paramount Farms Inc. and Sun Pacific Marketing Cooperative Inc. and was with Frieda's Inc. from 1999 to 2006.

"My motivation was to get back to the produce supply side" by joining Pandol Bros., Ms. Kieva told The Produce News.

In her new role with Pandol Bros., Ms. Kieva will concentrate on finding opportunities that enhance the return to growers as well as look for new channels for Pandol Bros. products - both by geography and by new channels of distribution. She will work closely with the company's sales team and will look at the company's product line with an eye toward maximizing value.

"Pandol has value and a point of difference," Ms. Kieva said. "I can see and tell that Pandol has something to offer. It's amazing how the operation works." Ms. Kieva said that Pandol Bros. has a number of workers who have been with the company for 15-20 years and yet they're "willing to accept new ideas."

"The company is taking seriously ways to add value," Ms. Kieva said. "There are a ton of ideas." She said that over the next year new ideas would be "presented and executed."

Ms. Kieva said that she sees Pandol Bros. as a "quiet giant" with a strong presence in the marketplace and that her main strengths are her "passion and knowledge on the marketing side."

"I do what I say I'm going to do," Ms. Kieva said, adding that that has helped build relationships in the industry.

Ms. Kieva will split time between her home office in Long Beach, CA, and the company's headquarters in Delano.