California Avocado Commission hires new VP marketing

The California Avocado Commission has hired Terry Splane to be the organization’s new vice president of marketing, effective March 13, 2023. Splane fills the role vacated by Jan DeLyser following her retirement last month. He has more than 30 years of sales and marketing experience in the foodservice and retail channels, most recently as head of partner success & strategy for Impossible Foods.

“We are very happy to have Terry Splane join the team and lead the Commission’s marketing strategy and activities,” said California Avocado Commission president, Jeff Oberman. “Terry’s deep experience in the fresh food industry and comprehension of multiple distribution channels including retail, club and foodservice, as well as his leadership in strategy, branding, advertising and public relations, align very well with our marketing program.”

Before Impossible Foods, Splane was vice president of marketing for Ventura Foods, LLC, for more than a decade. There he was responsible for the creation of the strategic marketing process, partner engagement, communications, product training, brand and product management and more. Prior to Ventura Foods, he served as director of marketing for McCormick & Co for six years.

Right: Terry Splane

“In addition to Terry’s demonstrated marketing proficiency, his industry leadership and mentorship are reasons we're confident he will be a great fit with the Commission,” said Oberman. “He will lead a dedicated team of marketers and build upon our legacy of marketing innovation in the exciting avocado category.”

For more information:
Marji Morrow
California Avocado Commission
Tel: +1 (323) 456-6751    

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