GARGIULO SETS BRAND INITIATIVE

NAPLES, Fla. -- Gargiulo here intends to launch a new, consumer-driven marketing program that will include a branded produce initiative.

ficer.

"Refocusing our marketing direction to the consumer is an important first step in Gargiulo's quest to become the premier fresh produce company in the world," he said.

The Gargiulo Farms brand tomato is scheduled to debut next February and will include a retailer support campaign, according to a company spokeswoman.

As part of the new strategy, Gargiulo named Robert Shulman executive vice president and chief marketing officer, a new position.

Shulman will spearhead sales and marketing efforts. He is an author, and president and chief executive officer of the marketing and consulting firm Yankelovich Clancy Shulman.

Gargiulo has also named Matt Wineinger director of sales and marketing. Wineinger has worked extensively in the food industry, and was involved in the "Beef: It's What's for Dinner" campaign.