West Pak Avocado, of Murrieta, California has announced the launch of The Avocado Family, a digital campaign for the global packer, shipper, and distributor of avocados.
As West Pak founders, Randy Shoup and Galen Newhouse are preparing to retire, they will hand the reins of the company over to CEO Mario Pacheco, a former executive with Chiquita Banana. The campaign will serve as a foundation for carrying on their legacy.
The goal is to continue the company’s commitment to growing industry relationships, new ventures in global markets, industry innovation, and continued branding for the avocado, under the new management. The full transition in administration is set to take effect in early 2018.
To kick off The Avocado Family campaign, West Pak will introduce a new website (www.theavocadofamily.com) and a mini-documentary video that will detail the organization’s humble beginnings, current innovation, and key stakeholders.
The trailer for the video and a microsite will debut in time for the Produce Marketing Association (PMA) Fresh Summit in New Orleans on October 20-21, 2017 with a full launch slated for January 2018.
During PMA, West Pak will be exhibiting in booth #5319 visitors can see the new campaign. Attendees can also snap a picture at the booth, share on social media using the hashtag #TheAvocadoFamily, and enter the Home Sweet Avo drawing for a chance to win avocado prizes.
Co-founder Randy Shoup chimed in, “We’ve been blessed to have good performance in business, but the true blessing is our people; Those who contribute and take ownership in what they do as if it was their own. The Avocado Family campaign will be a part of the legacy that we leave our team, part of our family for the past 35 years, and the foundation for the values that they will carry forward.”
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