Orlando, FL-based Produce for Kids this week appointed a new director of sales and account development.
Food industry veteran Lesley Daniels will oversee retail and vendor partnerships for PFK. Daniels is the newest member of the cause marketing organization and brings 13 years of experience with areas of expertise in shopper data, project management, client services, and brand and category management.
With 13 years in the industry, Daniels’ experience includes her most recent post as Own Brands strategic sourcing manager at Giant Eagle, Inc., as well as previous roles in sourcing, supply chain and project management at Berlin Packaging and The Kraft Heinz Company. In 2016, Daniels won the Chairman Entrepreneurial Leadership & Innovation award from Giant Eagle, Inc. for innovation and profitability of Private Brands.
In her new position as director of sales and account development, Daniels will be responsible for overall produce partner and retail relations for in-store and digital Produce for Kids promotions. Daniels will also manage the development and execution of in-store elements for Produce for Kids campaigns.
“Lesley’s wealth of experience using shopper data to drive sales and ROI will only enhance Produce for Kids programs for today’s every evolving shopper,” said John Shuman, president and founder of Produce for Kids. “With her extensive involvement in managing vendor relationships on both the grocery and CPG sides of the table, I feel certain her skills will only elevate the brand awareness of our produce and retail partners.”
The Produce for Kids audience consists of thousands of busy families who are looking for ways to live a healthier lifestyle. With a mission to create a healthier generation, PFK offers parents registered dietitian-approved, family-tested recipes ideas, tips and more across its social media platforms, in-store and online campaign and website. Every program Produce for Kids executes has a philanthropic element to give back to charities — like Feeding America — and support programs that benefit families and children.
“As a busy working mom submerged in the food industry for many years, I know it still can be a daunting task to feed my family a healthy and affordable meal,” said Daniels. “I am truly excited to create places where shoppers can be inspired and educated while raising funds for causes like Feeding America.”