SANTA BARBARA, CA - Settling into a new role can be incredibly exciting, especially if that role puts you in a position to identify new opportunities for industry growth. Apeel is celebrating such leadership shifts, as it has appointed Jim Smits as Vice President of Retail Advisory. The company also announced that Chief Executive Officer James Rogers will serve as Technology Council Chair for the newly formed International Fresh Produce Association (IFPA).

“The shopping habits of consumers are rapidly changing. They desire more convenience, better value, and innovative products, especially in fresh. These changes are making the retail landscape more competitive than ever before,” said Smits. “I’m proud to join Apeel as our innovations align perfectly with the needs of today’s consumer, while reducing waste. Together with our retail partners, we’ll deliver an exceptional fresh produce experience online and in-store, and develop consumer programs that highlight a differentiation in quality, shelf-life, freshness, and environmental sustainability.”

In the newly created role of Vice President of Retail Advisory, Smits will lead Apeel’s efforts to help retailers capture consumer demand for fresher, longer-lasting, and more sustainable fruits and vegetables. According to a press release, his extensive retail experience in produce and fresh merchandising will be put to use building partnerships across the entire fresh food supply chain. He will also be tasked with leading Apeel’s Retail Advisory Council, a team of retail executives focused on innovation, consumer engagement, and supply chain optimization.

Smits brings 40 years of retail experience to his new role, including more than two decades in executive level leadership roles at nationally recognized grocers such as H-E-B, Albertsons, Ahold Delhaize, and Dollar General. He will optimize this expertise to align Apeel’s solutions with the needs of retail grocery executives in operations, merchandising, marketing, and fresh produce.

In addition, the solutions provider announced that CEO James Rogers will step in as Technology Council Chair for the IFPA, the organization recently formed by Produce Marketing Association and the United Fresh Produce Association.

“The retail sector is looking for partners to help meet today’s complex needs, while securing their operations against disruptions,” said Rogers. “Based on years of working with the top retailers and suppliers across the globe, we have a deep understanding of the needs of the food system and have seen first-hand how technology can make the food ecosystem better. One of the needs Apeel has addressed through technology is to put time back on the industry’s side and provide insights that help our partners optimize distribution. The ever-evolving food landscape is going to require ongoing adoption and integration of new technologies in the coming years, and I’m honored to support the International Fresh Produce Association in their mission to put technology to work for the food industry.”

As Technology Council Chair, Rogers will leverage Apeel’s experience working with leading fresh produce suppliers to identify more opportunities for technology to further strengthen relationships with retailers.

Congratulations to both leaders for taking on new roles within the fresh produce supply chain! AndNowUKnow will continue to report on the latest updates in the industry as they come, so stay tuned.

Apeel