REEDLEY, CA - Backed by 17 years of service, a new leader is stepping up for Family Tree Farms. Recently, the fresh purveyor announced that Doug LaCroix, the company’s current Sales Manager, will be taking over the role of Director of Sales and Marketing, effective immediately, as Don Goforth will be moving on to pursue other industry opportunities.

“Don has led our Sales and Marketing efforts successfully for 22 years and has meant so much to me as a mentor and friend,” said LaCroix. “I believe my time with Don and Family Tree Farms these past 17 years will serve me well in this new role. I love this company. We have a great team and are led by a farming family who consistently delivers ‘The Most Flavorful Fruit in the World.’”

In his new role as Director of Sales and Marketing, LaCroix will continue to support the Family Tree Farms vision while helping to consistently deliver high-quality fruit, a press release stated. His duties will include selling and marketing the company’s products, building strategies and partnerships with its customers, and providing leadership to the team.

“With the worldwide growth Family Tree Farms is experiencing, we are thrilled for new opportunities under Doug’s expanded leadership role,” said David Jackson, Co-Owner. “His experience, engagement with key customers, industry knowledge, and passion to lead the sales and marketing team will serve our organization and customers well into the future.”

LaCroix will be taking over the role from Goforth, who has been with Family Tree Farms for over two decades. As he departs, he will be pursuing other avenues within the industry that support the next chapter in his career and life.

“It has truly been a privilege to be a part of Family Tree Farms since our inception. I will be forever grateful to the Jackson family and to all the Family Tree team for the opportunity to help grow FTF to where we are today,” commented Goforth. “As I transition to a more seasonal position in the industry, my wife, Debi, and I are really looking forward to this next chapter that will offer a little more time to enjoy life and family while still remaining active in the world of fresh produce.”

Jackson went on to thank Goforth for his commitment to the company over the past 20 years.

“Don has been integral to our growth, an important voice in the produce industry, and has served our retail partners with the utmost integrity,” Jackson said. “His loyalty and wisdom will be greatly missed, and we wish him all the best.”

Cheers to both leaders as they take these new steps forward.

Family Tree Farms