Cherry Central Cooperative selects Helena Beckett as President and CEO
Cherry Central Cooperative selected Helena Beckett as its new President and Chief Executive Officer, effective April 13, 2026.
Beckett brings more than two decades of experience in the fresh produce and retail industries, with a strong track record of driving growth, building high-performing teams, and developing strategic partnerships across national retail markets. Most recently, she served as Director of Retail Sales at BrightFresh Microgreens, where she led significant revenue growth, expanded national retail partnerships, and helped drive the company’s marketing and digital commerce strategy.
“Helena brings extensive experience in brand development, retail program creation, and strategic decision-making within the food industry,” said Chad Rowley, Board Chairman for Cherry Central. "Her true gift lies in her passion for helping people and her ability to inspire others to do their best."
A new era for Cherry Central
Throughout her career, Beckett has demonstrated a deep understanding of the agricultural supply chain and a passion for connecting growers to market opportunities. Her leadership experience includes building and scaling sales organizations, leading cross-functional teams, and developing go-to-market strategies that deliver results. She has worked with leading national retailers, including Costco, Walmart, and Albertsons, and has played a key role in business expansion, brand development, and successful company growth initiatives.
“I am excited to build on that work and bring my background in fresh produce, brand building, and stakeholder partnerships to serve this remarkable organization,” said Beckett. "At Cherry Central, good and nutritious food isn't just a product—it's a purpose. That belief is at the heart of everything I do professionally and personally, and I cannot wait to get to work with this team.”
Beckett joins Cherry Central as Melanie LaPerriere, who has served as its President and CEO since 2019, will officially retire on April 30, 2026, after a celebrated career. The executives will work closely with the Cherry Central leadership team to ensure a smooth transition and continued momentum for the organization.
*Images courtesy of Cherry Central.
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