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California Avocado Commission Hires Splane As VP, Marketing

Splane California Avocado
Terry Splane

The California Avocado Commission has hired food industry veteran Terry Splane as VP of marketing.

Splane fills the role vacated by Jan DeLyser, following her retirement last month. He has more than 30 years of sales and marketing experience in the foodservice and retail channels, most recently as head of partner success and strategy for Impossible Foods.

“We are very happy to have Terry Splane join the team and lead the commission’s marketing strategy and activities,” said Jeff Oberman, president.

“Terry’s deep experience in the fresh food industry and comprehension of multiple distribution channels including retail, club and foodservice, as well as his leadership in strategy, branding, advertising and public relations, align very well with our marketing program.”

Before working at Impossible Foods, Splane was VP of marketing for Ventura Foods for more than a decade. In that role, he was responsible for the creation of the strategic marketing process, partner engagement, communications, product training, brand and product management. Prior to Ventura Foods, Splane served as director of marketing for McCormick and Co. for six years. 

“In addition to Terry’s demonstrated marketing proficiency, his industry leadership and mentorship are reasons that we’re confident he will be a great fit with the California Avocado Commission,” Oberman said. “He will be leading a dedicated team of marketers and building upon our legacy of marketing innovation in the exciting avocado category.”

Created in 1978, the California Avocado Commission enhances the positioning of California avocados through advertising, promotion and public relations, and engages in related industry activities. The state’s avocados are cultivated with dedication to quality and freshness by about 3,000 growers in the Golden State.

The California Avocado Commission serves as the official information source for California avocados and the California avocado industry.

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