DRISCOLL NAMES NEW PRESIDENT

WATSONVILLE, Calif. -- Driscoll Strawberry Associates has announced the appointment of Miles Reiter as president of the grower/shipper of fresh berries. He succeeds Gary Gionette, who resigned from the post after 18 months with the company. Prior to this, Reiter served as chairman of Driscoll's board of directors, a post he held since 1988. As such, he is credited with boosting the company's year-round sourcing capabilities and building Driscoll's consumer-brand recognition. Currently, Reiter is also president of SweetBriar Development, locally based, a research and development firm that produces patented raspberries marketed under the Driscoll's name.

everal California-grown commodities including apples, cherries and kiwis, promoting to all the major retail chains.

TradingProduce Hires Mizono

LIVERMORE, Calif. -- TradingProduce.com here has appointed Jill Mizono to the newly created position of director of national accounts of retail sales. As such she will oversee retail sales operations nationwide, reporting to Rob Bonavito, chief executive officer of the business-to-business e-commerce company.

Most recently, Mizono was involved in sales for another Web-based produce facilitator. Before that, she did consulting work with Pacific International Marketing, Salinas, Calif., and Dixie Produce, Harahan, La. From 1994-1996, she handled national business development, regional sales and trade marketing for Ready Pac Produce, Irwindale, Calif.

Agribuys Adds Floral Post

TORRANCE, Calif. -- Agribuys.com, an e-commerce company here that links food buyers and sellers, has tapped a former Safeway official, Alison McClelland, as director of a new floral division.

McClelland was supervisor for corporate floral buying at Pleasanton, Calif.-based Safeway, where she oversaw procurement of fresh-cut flowers, potted plants and floral hard goods for the chain's more than 1,469 stores in nine divisions. McClelland reports to Minos Athamassiadis, vice president for global produce.