Lisa Hightower has joined United Fresh Produce Association as the association’s new communications manager. Hightower will produce the Inside Fresh United weekly online newsletter, develop content for United’s website and social media sites, work with news media, and promote awareness of United Fresh events, including the upcoming Washington Public Policy Conference.
Hightower brings skills in journalism, photography and publication design to her new role at United Fresh. She has developed communication and education campaigns on a wide range of agricultural issues, including food safety, sustainable agricultural practices, beginning farmer training and enterprise development. Hightower also has experience using social media to reach diverse audiences.
“Lisa’s experience with social media and promoting awareness about critical agricultural issues will help United Fresh keep its members and the fresh produce industry informed and engaged,” Ray Gilmer, vice president of issues management and communication, said in a press release.
Hightower completed her undergraduate degree in journalism and a master’s degree in agricultural communication at the University of Florida. She recently completed her Ph.D. at Virginia Tech in agricultural education.
Hightower has collaborated on campaigns with national and regional organizations, such as Virginia Cooperative Extension, Florida Cooperative Extension, the Federal Emergency Management Agency, and the Centers for Disease Control & Prevention. These campaigns promoted increasing the consumption of fruits and vegetables among at-risk teens, preparing farm operations for hurricanes and tornadoes and retirement planning for farmers.