California-based West Pak Avocado is launching a new digital campaign called The Avocado Family, as co-founders Randy Shoup and Galen Newhouse prepare to retire and hand the reins to CEO Mario Pacheco.
The company said the campaign would serve as a foundation for carrying on the co-founders' 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 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.
“Things are evolving at West Pak as Randy and I look to retire,” said 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."
Shoup said: “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.”