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    New Execs Join Dole Fresh Vegetables Marketing Team

    A realignment of top talent brings Chris Mayhew back to the fold at Dole Fresh, as senior product strategist.

    Amid an ongoing realignment, new executives have joined Dole Fresh Vegetables' marketing team, among them Chris Mayhew as new senior new products strategist.

    In her new post, Mayhew will lead the new product development plan, identifying new product platforms and co-managing innovation process to drive long-term sales and profit growth for Dole Fresh's value-added business. She will specifically focus on new product opportunities outside the existing core value-added salad business within all classes of trade.

    Mayhew is a veteran marketing and management professional, who had worked with Dole Fresh Vegetables for 17 years before leaving in 2003 to join Naturipe Farms as its v.p./marketing. She has extensive experience and expertise in brand building, brand and product positioning, new product concept development through finished product sales, and consumer/ trade promotion, advertising, public relations, and evaluation.

    Two new sales strategy managers have also joined the Monterey, Calif.-based Dole Food Co. division: Silvana Kocovski, who will oversee sales strategy for Canada; and Charlotte Kavanagh, who will drive sales strategy as a key member of the Supervalu team.

    Both Kocovski and Kavanagh will work in partnership with consumer marketing, account marketing, and the sales and broker teams to provide analysis, selling strategies, and tools to ensure the division exceeds annual revenue, volume, and share targets while maximizing profitability within each of their regions, the company said.

    Robert Hall is also joining Dole Fresh as associate brand manager/value-added salads. Hall will be responsible for developing and executing the marketing plan, and assisting and leading in the development and rollout of related new products.

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