REEDLEY, CA - Krista Beckstead is wielding her expertise in the fruit industry to drive produce brand growth in a vital new role. Mountain View Fruit Sales has announced that the fresh industry ace has been appointed as its newest Director of Marketing.

Utilizing her 10-plus years of experience in the produce industry, Beckstead brings a wealth of expertise to the role, as well as an in-depth knowledge of market intricacies, brand awareness, consumer trends, and innovative marketing strategies.

Most recently, Beckstead harnessed this understanding to drive company growth in the apple grower, packer, and shipping sector as the Brand Manager at Starr Ranch Growers in Wenatchee, Washington.

As a press release explained, Krista's distinguished career includes roles at renowned companies such as Crunch Pak, Starr Ranch Growers, Nordstrom, and more. Her tenure at Crunch Pak as the Director of Brand Marketing and Product Innovation allowed her to explore her creative side, where she played a valuable role in driving innovation and brand growth in the highly competitive fresh produce industry, the release went on to note.

"We are excited to welcome Krista to the team," commented Mike Thurlow, Chief Executive Officer and Owner. "Krista brings a wealth of experience and expertise to the role, and we are confident that she will be a valuable asset to our growing company."

Rob Brett, Director of Sales at Mountain View, also commented.

"Krista's role as Director of Marketing will lead Mountain View's marketing initiatives, including brand development, product innovation, and market expansion strategies," Brett said. "Her strategic vision and leadership will be instrumental in driving Mountain View's mission to provide our customers with the finest quality and marketing solutions. We are excited to welcome Krista to the Mountain View family. Her impressive background and expertise in both quality assurance and marketing will undoubtedly enhance our brands and help us reach new heights in the industry."

Mountain View is among the industry members taking to the Global Produce & Floral Show in Anaheim, California, at booth #1897.

"We are eager to showcase our premium stonefruit, grapes, and citrus varieties at IFPA next week," added President Pat Steider. "Our team is excited to meet with attendees, discuss our commitment to quality, and explore new opportunities for collaboration."

A huge congratulations goes out to Krista Beckstead on her newest role!

Mountain View Fruit Sales