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The Produce Marketing Association hired its first in-country representative in Brazil, Valeska Oliveira Ciré, to help expand its reach and impact in South America as part of its strategic growth objective.

Ms. Oliveira Ciré will serve as a liaison to help increase association membership and facilitate two-way

Valeska Oliveira Ciré
sharing of information and ideas between industry members in the region and PMA. She will help to develop communications and programs to broaden PMA’s reach in the area.

 

“Valeska’s long involvement in the Brazilian fruit industry rose to the top when we looked for a qualified individual for the position,” Anthony Barbieri, vice president of business development, said in an Aug. 16 press release.

For more than 15 years, Ms. Oliveira Ciré worked for the Brazilian Fruit Institute, a private non-profit organization promoting agribusiness growth. She worked her way up to executive manager of the organization, where she developed and promoted marketing initiatives for Brazilian fruits in national and international markets.

Most recently, she was business management consultant at Sebrae -- the Brazilian service of support for micro and small enterprises and institutional relations from Francal Trade Shows Co.

“Valeska has a wealth of contacts and industry knowledge in Brazil and throughout South America,” Mr. Barbieri added in the press release. “She will be an important link to the region and will quickly raise PMA’s profile, as well as provide valuable two-way conversation for our members.”

Ms. Oliveira Ciré will work from Sao Paulo and report to Nancy Tucker, vice president of global business development for PMA.