Wenatchee, WA — CMI Orchards BB #:134183 announced today that the company has advanced several positions within the company in preparing for a period of tremendous growth.
Mast elaborated that Robb’s work to establish club apple programs helped position CMI as the industry leaders for new varietals and standout brands – a position CMI continues to maintain with an extensive manifest which includes: Ambrosia Gold, KIKU, Kanzi, Envy, Jazz, Smitten, EverCrisp, Sunrise Magic, Cosmic Crisp and Skylar Rae.
“As CMI’s longest-tenured employee, I’ve been involved in most aspects of our business since day one. It is incredible to see where we came from and where we are going as we enter this new chapter of CMI’s growth. I couldn’t be more invigorated by the exciting things we’re doing to pave the way for the future. In addition to continuing to coach and guide the team through challenges and opportunity ahead of us, I’m eager to dive into big picture strategies with top-to-top retail partners, bridging internal activities between our sales and marketing departments, and ultimately helping to guide CMI’s business into this exciting next chapter.”
Mast glowed about the past 5 years he’s worked with Harter at CMI, “George has done an incredible job leading marketing initiatives helping to build and grow successful programs and innovations using his expansive retail acumen—which includes learnings from his former retail career. As Vice President of Special Projects, George will lead the company towards new business opportunities building pathways for continued growth.”
Harter shared, “After spending most of my career in retail, I’ve enjoyed directing supply-side marketing over the past five and a half years. CMI’s dynamic processes and outstanding products, people and services is second to none,” he said. “This opportunity to help drive meaningful initiatives and projects that bring efficiency and value to both CMI and our retail partners, is a huge honor.”
Bohm’s was raised in apple country New Zealand, and eventually landed in Alaska where she directed political and Copper River salmon marketing activities for the oldest commercial fishing union in Alaska. Bohm joined CMI Orchards when she moved to Washington State in 2013 trading marketing one healthy food commodity for another—salmon for apples.
Bohm is excited for the future and is looking forward to building off the strong work of her predecessors, which include George Harter, Steve Lutz, and Bob Mast. “This is an incredible time to lead CMI’s marketing department towards a future ripe with opportunity,” Bohm affirmed. “Northwest treefruit offers one of the most complex categories in the produce department with so many new brands, packages, and varieties. Understanding how to succeed at retail, how to innovate solutions that are executable and easy to merchandize, developing novel packaging that is sustainable as the need for automation rises, and programs that catch the eye of the consumer and drive consumption, are all key focus areas for CMI’s marketing as we enter this new chapter. I’m both extremely honored and fired-up for the opportunity to take our business to the next level tapping into the many talents of CMI’s phenomenally skilled team to market the fabulous fruit our owners and growers entrust us with.”
Mast shared that Huber will continue to advance relationships with our retail customers and manage marketing operations such as data reporting, omnichannel solutions, in addition to trade visits and shows. “Danelle is a natural project leader who excels at relationship-building and facilitating meaningful programs and retail strategies,” described Mast. “Danelle will continue her excellent work delivering exceptional service and support with a solutions-based approach, energetic spirit and outside-the-box thinking.”
Huber is excited for the opportunity to work more closely with CMI’s retail partners and to focus on creative, data-driven strategies within the category. “Working alongside of some of the most talented individuals in the industry has given me insight into the many different areas of the produce business world,” she shared. “My experiences from representing our Washington growers in export markets to understanding the workings behind creating a world-class packing line, has given me broad and invaluable experience into some of the unique nuances of the treefruit industry. I am anxious and eager to work hand in hand with CMI’s customers to continue keeping the apple, pear and cherry categories exciting and growing.”
CMI Orchards is one of Washington State’s largest growers, shippers and packers of premium quality apples, pears, cherries, apricots and organics. Based in Wenatchee, WA, CMI Orchards delivers outstanding fruit across the U.S.A. and exports to over 60 countries worldwide.