Always Fresh Farms is pleased to announce the addition of Keith Mixon, as a senior adviser to its executive team. Company President, Wayne Giddings, stated he is “thrilled to have someone of Keith’s experience and passion as part of our team”. Mr. Mixon and Mr. Giddings are no strangers to one another. Early in their berry careers, they were instrumental in the evolution of the southern blueberry deal; expanding consumption and production through innovative packaging, marketing and production initiatives while at their separate companies. Through these initiatives demand for blueberries during this period rose over 1000%. While friendly discussions turned serious, Wayne said Keith shared his desire to be a part of a dynamic company with both seasoned veterans and excited young “rain makers”. Keith felt Always Fresh had all the right ingredients to achieve its vision “to be the best berry company”. Over the past several years, Always Fresh Farms has added some exciting talent and as a result experienced significant success in blueberries, strawberries and blackberries. “Both growers and customers alike, seem to be very excited about the vision and success that Always Fresh is having. I feel they are poised for significant growth at this time. The Company ‘gets it’”, says Mixon. Improving the consumer experience through quality arrivals will be a priority for Always Fresh. “This requires us to align with suppliers that are willing to invest in this mission. At our own farms, we invest in the best varieties and operation practices to achieve this goal”, says Mr. Giddings.
Mr. Mixon’s responsibilities will include but not be limited to: professional growth through mentoring sales and marketing people, working to improve administrative systems and processes, and overall strategies with both customers and suppliers. “Keith is joining us at an opportune moment; We have an incredible winter strawberry season planted, import blues and blacks heading this way, and experimental raspberries ready to start making their impact”, says President Giddings. Keith‘s love for the berry industry is well documented with his 20+ years, split between Sunnyridge Farm, and Dole Berry Co. Keith has been busy developing several Florida Citrus projects in his absence from the berry industry. He welcomes his new role and expects great things for the future. Keith’s direction and mentorship will benefit Always Fresh Farms to become "The Best Berry Company". Come say hello to Keith and welcome him back, at PMA; Always Fresh Farms booth #3330!