California Raisin Marketing Board
Stockli Promoted To Vice President of Marketing for California Raisin Marketing Board
(Fresno, CA, March 11, 2004) The California Raisin Marketing Board has named Karla Stockli to serve as its new Vice President of Marketing effective immediately. Stockli will be responsible for increasing awareness of and demand for California raisins through public, media and trade relations programs in foodservice, industrial and consumer markets.
“Ms. Stockli’s comprehensive knowledge of both the raisin industry and the state marketing order for California raisins makes her a natural fit for the Vice President of Marketing position,” according to John Beck, President of the California Raisin Marketing Board. He also noted that “her dedication and passion to help the raisin industry succeed is a welcome attribute.”
Stockli brings a strong record of agricultural ingredient marketing and sales experience to the position. She was first employed by the CRMB in 1999 and has held the Director of Marketing, Director of Public Relations, and Marketing Manager positions. Her focus is to leverage the current Look Who’s Cooking with California Raisins Celebrity Chef campaign to position raisins as an integral ingredient to volume channels in both foodservice and industrial. “We want consumers and food professionals to increase their usage of California raisins,” said Stockli, “and our current marketing plan positions raisins as a must have ingredient in many ethnic dishes that are nowmainstream on national restaurant menus.”
Ms. Stockli will develop informational programs to increase both public and trade understanding of raisins as a healthy, nutritional snack food and ingredient. Ms. Stockli will also develop tradeshow and event programs to showcase the versatility and functionality of raisins as part of the marketing efforts to increase demand for California raisins.
Previously, Stockli served as national foodservice marketing manager for the National Pork Board where she focused on partnership marketing into national restaurant chain’s an area she will develop for California raisins. Prior to 1999, she was national sales manager for an international juice concentrate company and customer service manager for Canandaigua Concentrate where she developed and managed national accounts.
A native of Madera, Stockli’s 93-year-old grandmother, is one of the 5,000 California raisin growers represented by the California Raisin Marketing Board. Stockli holds the American Farmer Degree awarded by Future Farmers of America and majored in Dairy Science and Ag Business at California Polytechnic State University, San Luis Obispo.
The California Raisin Marketing Board, a state marketing order, was established in 1998 and is 100 percent grower funded. Its mission is to support and promote the increased use of California-grown raisins. In addition to its marketing efforts, it sponsors research related to the fruit’s nutritional benefits, product usage and crop production practices. California’s San Joaquin Valley produces the highest quality raisins in the world, with nearly 5,000 growers residing in this fertile valley 240 miles long and 50 miles wide. For more information, visit www.calraisins.org.