The California Avocado Commission has announced that Jeff Oberman, who has served as president and CEO since October 2022, has left the organization to pursue other interests.
Oberman was brought in as the first external hire to be president and CEO for the Irvine, California-based commission in more than three decades, bringing many years of experience to the role.
Over the past year, the California Avocado Commission implemented changes that have strengthened the organization. Some of the notable changes include:
- Organizational restructuring – Oberman led the charge in restructuring the organization and its vendor relationships. These changes have increased operational efficiency and led to significant cost savings.
- Balanced promotion strategy – Recognizing the importance of both consumer marketing and retail and foodservice trade partnerships, Oberman helped reshape the commission’s strategic promotion efforts. This approach is anticipated to yield cost savings and enhance program effectiveness.
- Key leadership addition: Oberman’s commitment to enhancing the organization included the recruitment of Terry Splane, VP of marketing, who has since played a pivotal role in shaping and executing the California Avocado Commission’s marketing strategies.
Rob Grether, chairman of the California Avocado Commission, expressed gratitude for Oberman’s service and his positive contributions to the organization.
“We are appreciative of the progress that the commission has achieved with Jeff at the helm as our president and CEO. We wish him the very best in his future endeavors.”
About the California Avocado Commission
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. California avocados are cultivated with dedication to quality and freshness by about 3,000 growers in the state. The California Avocado Commission serves as the official information source for California avocados and the California avocado industry.
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