US – Driscoll’s of the Americas, a renowned family-owned berry brand, is proud to announce the appointment of Garland S. Reiter, Jr. as its Chief Commercial Officer (CCO).

In his new role, Reiter will be at the helm of revenue growth, overseeing sales strategy and execution, market expansion, customer development, marketing, and business solutions.

With a diverse background in agriculture and a forward-thinking approach, Reiter is poised to drive success in this strategic position, aligning with Driscoll’s commitment to its generational heritage and global expansion.

Reiter’s connection to the company’s roots is profound, having grown up immersed in the rich agricultural traditions passed down through generations.

His journey with Driscolls began as a grower in Baja, Mexico, and he later took on international leadership roles, including leading product leadership and business planning for Driscolls of Europe, the Middle East, and Africa in the Netherlands.

Returning to the United States, he became Vice President of Global Blueberry Leadership, spearheading the Southern Hemisphere business unit.

Soren Bjorn, CEO of Driscoll’s, expresses excitement about Reiter joining the team, stating, “We are thrilled to welcome Garland to Driscoll’s of the Americas. Garland’s connection to our company’s heritage, coupled with his experience and contagious energy, will undoubtedly contribute to our success. Garland has demonstrated he is fully committed to our mission, vision, and values throughout his career.”

In his role as CCO, Reiter will navigate the evolving marketplace demands, focusing on the pivotal intersection of consumers and customers as key stakeholders in Driscoll’s mission.

His responsibilities extend across the entire value chain, from the genetic deployment of proprietary varieties to building a brand that resonates with consumers.

Mario Lalancette appointed as Executive Director of QPMA

Meanwhile, The Quebec Fruit and Vegetable Marketing Association (QPMA) has announced the appointment of Mario Lalancette as its Executive Director.

With a background as a nutritionist and a proven ability to foster relationships with regulatory authorities and opinion leaders in Quebec’s agri-food sector, Lalancette succeeds Sophie Perreault, who served in the role for the past two decades.

Formerly the Director of Strategy and Communications at QPMA, Lalancette played a crucial role in deploying the I Love Fruits and Vegetables Movement, advocating for increased consumption of fruits and vegetables for a healthier lifestyle.

With over 25 years of experience in agri-food, communications, and public health, Lalancette’s comprehensive understanding of the challenges faced by stakeholders in the fruit and vegetable distribution chain is an asset.

Enrico Charest, Chairman of the QPMA Board of Directors, commends Lalancette’s contributions, stating, “As soon as he arrived in 2019, Mario Lalancette quickly set up partnerships with the Government of Quebec to deploy societal campaigns to raise awareness among Quebecers about the importance of eating fruits and vegetables.”

Lalancette’s leadership will continue the implementation of the 2024-2027 strategic plan, focusing on strategically positioning the fruit and vegetable sector and building on the success of the I Love Fruits and Vegetables Movement.

These appointments mark significant milestones for Driscoll’s and QPMA, reinforcing their commitment to leadership, innovation, and strategic growth in their respective industries.

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