The mastermind behind many of West Pak’s marketing efforts, George Henderson is an innovative and accomplished hands-on Creative Director with over a decade of print, web, multimedia, and corporate communications experience.
How many years have you been in the produce industry?
George: I’ve had the pleasure of working in the produce industry for about twelve years now.
Why are you passionate for avocados?
George: My passion for avocados lies in the fact that they are such a delicious, good-for-you food. They have the uncanny ability to compliment or even highlight everyone’s favorite dish or recipe. I also love the idea that I get to be part of promoting avocados to the world! It’s an honor that I am very proud of!
What is your role at West Pak?
George: My role as Marketing Manager at West Pak consists of many different facets. In a general sense, I am responsible for managing our domestic and international marketing channels through innovation opportunities, communication plans, programs, and promotional activities to meet our marketing objectives and to support the various business units within the organization.
What are you most excited to see in the future of produce innovation?
George: There are many reasons to be excited for the future as is relates to produce innovation, but for me, the one that stands out is how packaging innovation continues to shape the retail produce landscape. Consumers are increasingly being introduced and educated to new varieties, product combinations, and healthy and seasonal offerings with packaging playing a significant role.
What are you most looking forward to at this year’s PMA Fresh Summit?
George: In general, PMA Fresh Summit is such fertile grounds for amazing inspiration from all facets within the produce industry. Most of all, I am excited to present our own new brand bag programs. These brands will help empower retailers with avocado product offerings that fulfill many different consumer needs. From our small fruit, single-serving, and on-the-go offering with Lil’Cados to our seasonal premium line California Gold and our avo-aficionado I Love Avocados, we have organic and conventional brand offerings that tap into the growth, passion, and excitement around avocados
Want to know more about George? Visit his LinkedIn profile or contact him, below! Make sure to stop by to see him at PMA Fresh Summit October 18-20, 2018 in Orlando at booth #3653.
