Fresh Produce Marketing’s Cork joins PMA board
Lisa Cork of Fresh Produce Marketing has accepted a nomination to join this year’s Produce Marketing Association (PMA) board of directors.
Cork has recently served as a member of both the PMA’s global development committee and demand creation strategic planning task force. PMA said in a release that “her global experience, ability to think strategically and ask questions that challenge the status quo resulted in the opportunity to make a larger impact on the board, which is exactly what she intends to do.”
One of Cork’s notable accomplishments in the industry was the creation of the Eat Smart brand during her tenure at Apio.
“One of PMA’s new focus areas is demand creation and this is also a passion and focus area for Lisa’s work,” said Richard Owen, vice president of global business development with PMA.
In 2013, Cork won the PMA Australia-New Zealand/Produce Plus Produce Marketer of the Year award for her work with Delta Produce Growers and their fresh sweet potatoes (called Kumara in New Zealand). After a survey showed consumers would pay more for sweet potatoes that were smaller and smoother, she created Love Kumara! Easy Peels and Love Kumara! Little Gourmets branded packs – leading to grower returns increasing over 200 percent. Additionally, she led the branding of Winter Sweetz grapefruit by Lone Star Citrus and Naturalls grapes by Borderland Organics.
Cork will continue to offer strategic consultation and workshops to fresh produce companies through Fresh Produce Marketing. To contact Lisa Cork, please email [email protected].