Watsonville, Calif.-based Driscoll’s has selected Brie Reiter Smith as general manager of the northern production region, which includes Watsonville and Salinas, Calif.

The area accounts for more than 25% of the company’s global revenue, according to a news release.

Reiter Smith had previously been focused on blueberry production in Chile, where she owns and operates a ranch with her husband Brian Smith. She served as general manager of Driscoll’s South American operations in 2016 and as general manager of Driscoll’s of Chile in 2014.

“Brie’s experiences in leading Driscoll’s in Chile and her approach to work with growers will greatly benefit our operations in North America,” Soren Bjorn, Driscoll’s executive vice president of the Americas, said in the release. “Brie made it a priority to create strong relationships with growers, which delivered valuable insights consistently.”

Fernando Sagredo succeeds Reiter Smith as general manager of South American operations. He will be based in Chile and report to Mario Steta, who has been promoted to vice president and general manager of Latin America.

The changes were announced as global produce expo Fruit Logistica began in Berlin, where Driscoll’s planned to continue its introduction of the company’s new branding that launched in 2016.

“We believe we are on a straight path to creating a global brand that adequately communicates our passion and dedication to the consumer,” Theo Houwen, senior vice president of Driscoll’s of Europe, Middle East and Africa, said in a news release.

Photo by Driscoll's