04 Jan West Pak Avocado Debuts New Campaign at PMA The Avocado Family
The Avocado Family – Heritage, Innovation & Avocado Love
Murrieta, CA (October 30, 2017) – West Pak Avocado, Inc. of Murrieta, California is pleased to launch The Avocado Family, a digital campaign for the global packer, shipper, and distributor of avocados.
To kick off The Avocado Family campaign, West Pak introduced a new website (www.www.westpakavocado.com) and a mini-documentary video that details the organization’s humble beginnings, current innovation, and key stakeholders. The trailer for the video and a microsite debuted at the Produce Marketing Association (PMA) Fresh Summit in New Orleans, which took place on October 20-21, 2017. A full launch is slated for January 2018.
During PMA, West Pak invited the avo-obsessed community to drop by to meet The Avocado Family. Attendees could 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.
The Avocado Family campaign serves as a foundation for carrying on the legacy of West Pak founders Randy Shoup and Galen Newhouse, as they prepare to retire after 35 years in business. In 2018 they will hand the reins of the company over to CEO Mario Pacheco, a former executive with Chiquita Banana.
Built upon the founding duo’s strong ethics and focus on excellence and family values, the goal of The Avocado Family campaign 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.
“Things are evolving at West Pak as Randy and I look to retire,” said Co-founder Galen Newhouse. “With all of the dedicated people that we have in place and all of their years of experience in this industry, we firmly trust where they will take the business. West Pak will continue to be a family company, built on the foundation of strong ethics and a real sense of family, which is something that carries through from our team to our growers, distributors and customers alike.
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.”
About West Pak Avocado
West Pak Avocado is a family owned and operated company that has been proudly growing, packing, shipping, and distributing premium avocados for 35+ years. Their commitment to quality represents not only the produce they sell and how they respect the land but also to the way in which business is conducted. A leading force in the avocado industry, West Pak Avocado is devoted to upholding the highest ethical trading practices and proudly takes an active role in helping to ensure the vitality of the produce business. For more information, please visit www.westpakavocado.com.