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REEDLEY, Calif. -- Sheri Mierau has been named president of the California Tree Fruit Agreement based here, replacing Blair Richardson, who has served as the organization's president since 2002.
Mierau, who was unanimously selected by CFTA's executive committee, will begin serving in her new post on Jan. 1. She previously served as the organization's v.p./marketing.
"Sheri has been a tremendous asset to CTFA since joining the organization in 2004," said Melvin Enns, chairman of CTFA's executive committee. "She has led ground-breaking marketing programs for the industry and we're looking to many more prosperous years of marketing and industry innovations under her leadership."
Prior to joining CTFA in 2004, Mierau was with Ahold Operating Cos., where she had served as director of produce. She also served on both the sales and buying sides of the produce industry, including roles at Agribuys, New World Marketing, Safeway, Inc., and Sunkist Growers, Inc.
Under the outgoing Richardson's leadership, CTFA worked closely with industry members to restructure the organization and its programs, finalized access of California plums to China, helped build the California brand through new labeling for fruit and developed a plan for long-term strategic direction for the organization.
CTFA, which administers marketing order programs on behalf of California 's 1,500 fresh peach, plum and nectarine growers, also manages its sister PPN Network, a strategic marketing resource for the peach, plum and nectarine industry. The PPN Network delivers information and marketing expertise to growers, shippers, retailers, and serves as a resource for the media.