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Larreategui to Strengthen PMA's Mexican Member Efforts

NEWARK, Del. --Alejandro Larreategui, former v.p. of marketing for Master's Touch and current president of Marketing Outsourcing, a Monterrey, Mexico-based consulting firm, has been named the new representative in Mexico for the Produce Marketing Association here.

Steve Junqueiro, v.p. of operations for Modesto, Calif.-based Save Mart Supermarkets and PMA's chairman, said Larreategui's contribution "will strengthen PMA's work with Mexican retailers and wholesalers to enhance the purchasing and merchandising of fresh produce and floral products, as well as open up new sourcing opportunities for buyers in the U.S."

"Alejandro has a wealth of experience in marketing and communication related to the fruit and vegetable industry in Mexico," said PMA's president Bryan Silbermann. "PMA has grown in importance to the Mexican produce industry from shipper to retailer; therefore, having Alejandro on the ground providing dedicated local service to current and potential members is a key part of our growth strategy."

Larreategui has been developing marketing projects through his consulting company that he began in 2000, including one for the Mexican Department of Agriculture on international programs aimed at promoting and positioning Mexican produce and quality standards in the U.S. and Canada, and other non produce-related companies in Mexico.

He has also developed strategic marketing projects for Nogales, Ariz.-based Wilsonbatiz, LLC, Bionova Produce, Inc. and for Guadalajara, Mexico-based Interfruver de Mexico, S.A. de C.V.

Before becoming involved in the produce industry, Larreategui worked for Colgate Palmolive and PepsiCo., in Mexico. In 1993, he worked for Bionova Holding Corp., a Monterrey, Mexico-based agribusiness with sales and distribution operations in Nogales, Ariz., and San Diego, Calif.
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