Krista Beckstead, a produce industry marketing veteran, joined Starr Ranch Growers as a marketing and brand specialist.
In the new role for the company, Beckstead will work on brand strategy, product development and overall marketing activities.
“We are thrilled to have Krista’s marketing and branding experience coupled with her produce industry insight as part of our team,” said Dan Davis, director of business development. “We are growing and expanding our business, and Krista has the experience in product development and design that we need.”
Beckstead led the marketing efforts at Crunch Pak in Wenatchee, Wash., for six years where she was responsible for product development and execution, brand strategy, advertising and public relations, social media content, retail promotional events and trade show participation.
During that time, she managed relationships with Crunch Pak’s multiple licensing partners, including the NBA, the New York Yankees, Marvel and Disney, and earned several marketing awards for the company.
Beckstead served on the marketing and merchandising executive committee and the new opportunities committee for United Fresh and was named one of the produce industry’s “40 under “40 by Produce Business.
Most recently she used her background in apparel marketing gained at the Nordstrom Product Group and Cutter and Buck, to work for a promotional agency and an advertising firm.
Beckstead said, “I’m looking forward to using all the experience I’ve gained in my career for Starr. I am passionate about the produce business and this is a great time to be part of company that is growing.”