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California Avocado Commission Announces Oberman As President

Jeff Oberman

The California Avocado Commission Board of Directors has selected produce veteran Jeff Oberman to become the organization’s next president, effective Oct. 10.

Oberman’s produce industry career has spanned 25 years. Since 2020, he served as VP of sales, business development for PRO*ACT and was VP of strategic programs for the previous two years. From 1997-2018, Oberman worked for the produce trade association, United Fresh, in other responsible roles. For more than half his tenure at United Fresh, he served as VP of trade relations.

“We are very pleased that Jeff Oberman has accepted the position of California Avocado Commission president,” said Rob Grether, chair of the commission’s board.

“Jeff’s broad network, non-profit association leadership and fresh produce business experience, including an end-to-end understanding of the needs of growers, handlers, distributors, foodservice operators and retail customers makes him exceptionally well-suited to lead the California Avocado Commission.”

Oberman also has experience in trade association leadership, strategic planning and management of customer and government agency relations. He has received numerous awards including being named to Produce Business Magazines “40 under Forty” list in 2005 and to The Packer’s “25 Profiles in Leadership” in 2017.

“Having the opportunity to take the helm and build on the California Avocado Commission’s well-deserved reputation for innovative marketing and grower advocacy is exciting,” Oberman said. “Like most agricultural producers, California avocado growers face a host of ever-changing challenges, and I look forward to steering the commission in support of long-term grower success.”

Created in 1978, the California Avocado Commission strives to enhance the premium positioning of California avocados through advertising, promotion and public relations and engages in related industry activities. The commission serves as the official information source for California avocados and the California avocado industry.

For more information, visit CaliforniaAvocado.com.

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