SunFed Produce, based in Rio Rico, AZ, has hired Brett Burdsal as director of marketing, a new position.
Burdsal told The Produce News "this is a phenomenal opportunity with a company with such a great reputation for growing unbelievably high-quality produce," adding that working with SunFed's highly-professional staff "will make my job easy."
Burdsal was hired away from Columbia Marketing International, based in Wenatchee, WA, to "take SunFed to the next level," including working more closely with both consumers and retailers, he said.
SunFed's approach to produce retailers will not only involve "marketing, but category management, as well."
"Retail buyers and wholesalers know who we are because of the 20-year reputation of Danny Mandel," who is SunFed's president and chief executive officer. On the other hand, consumers don't necessarily know the "SunFed" brand, Burdsal said. For SunFed to be a household name, the proper packaging and market outreach is necessary.
"My job is to communicate with consumers, and also retailers, and to be a true partner on a lot of items."
SunFed "has an incredible story" to be told regarding its organic products. The firm "also has a lot of product that is certified as Fair Trade and it is all non-GMO. These are all stories to bring to consumers."
Other stories to be told involve the careful selection of varieties for flavor and relating how Mexico is such an important produce supplier for the U.S. market. In addition to Mexico, SunFed sources produce out of the Dominican Republic and Guatemala.
Burdsal said the key commodities shipped by SunFed are squash, watermelon, cantaloupe, honeydew and Bell peppers.