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Giumarra names marketing director for avocados and asparagus

The Giumarra Cos. announce the hiring of Gary Caloroso to its avocado and asparagus sales staff. He will serve as director of marketing and will be based in the firm's Escondido, CA, office.

Mr. Caloroso most recently served as an executive director for GolinHarris, based in Los Angeles. Prior to rejoining GolinHarris, he served as vice president at Augustine Ideas, a marketing communications agency specializing in commodity boards and trade associations, produce companies and supermarket chains. gary calorosoGary CalorosoHe also held positions with Sahlman Williams Public Relations & Marketing and Porter Novelli. His previous clients included the Chilean Avocado Importers Association, the Florida Tomato Growers Exchange, the Georgia Blueberry Commission, the Georgia Pecan Commission, the Almond Board of California, Duda Farm Fresh Foods, Farmer's Best, the Fresh Produce Association of the Americas and Sweetbay Supermarket.

"Gary has more than 20 years of strong marketing and merchandising experience," Bruce Dowhan, general manager of Giumarra Agricom, said in a press release. "His creativity and understanding of promotions will be essential to our growing team as we continue to explore ways to add customer value to our avocado and asparagus programs."

In his new position, Mr. Caloroso will be working closely with retail and foodservice customers, commodity boards, and additional third parties to develop engaging promotions for avocados and asparagus packed under the "Nature's Partner" label.

"We see many opportunities within the fresh avocado and asparagus categories to develop targeted consumer promotions based on a variety of angles from season to nutrition," Mr. Dowhan added in the press release. "These will help further our ongoing goals to drive consumption and connect consumers with the 'Nature's Partner' brand."

Giumarra supplies 52-week avocado and asparagus programs and has more than 15 forward-distribution facilities located across the country to service its North American customers.