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Shawn Avera joins Pura Vida Farms

Scottsdale, AZ-based Pura Vida Farms, a nationwide pineapple importer and a grower-shipper of melon products, announced the selection of SHAWN AVERA as its new director of watermelon operations for the eastern region.

Mr. Avera began his dShawn-Averauties Aug. 20 and is based in Pura Vida’s new Moultrie, GA, office. He has over 10 years experience in the produce industry, specifically focusing on watermelon production in the Southeast and Midwest. He has worked in all aspects of the produce supply chain, including growing, greenhouse, brokering trucks and sales.

“We have been actively searching for a director of watermelon operations to expand our East Coast program,” Chris Elsie, a partner at Pura Vida Farms, said in a press release. “Shawn not only has the experience, knowledge and relationships needed to expand the business, he has the core work ethic and team-building attributes we’re looking for in anyone joining the Pura Vida family.”

“Pura Vida has developed into a force in the watermelon category in only a short period of time, establishing itself as a company committed to quality with a focus on expanding their programs to the retail community,” Mr. Avera said. “I look forward to helping build the “Pura Vida” brand and expand our operations on the East Coast.”

To announce personnel changes at your company, please contact Assistant Editor Maggie Giuffrida at 201/986-7990, ext. 110, or giuffrida@theproducenews.com. Photos are encouraged.