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Horsfall named CEO of California leafy greens marketing agreement

May 22, 2007 10:24 AM

Former California Grown chief executive officer (CEO) Scott Horsfall has been named to head the new leafy greens marketing agreement (LGMA), according to LGMA chairman Joe Pezzini.

Horsfall previously headed up the statewide California Grown promotion program from 2003 to 2006. He will assume the LGMA position on May 29, 2007.

“We are very pleased to have someone with Scott's experience and abilities to lead our new marketing agreement,” Pezzini said. “Our industry's objective is to advance safe growing and handling practices, and we know that Scott can help us achieve that goal.”

Horsfall said, "I am honored to have the opportunity to join the leafy greens industry. This industry has taken a proactive approach to ensuring a safe and reliable food supply, and I look forward to being part of that effort."

Prior to working with California Grown, Horsfall served as president of the California Kiwifruit Commission and the vice-president of international marketing with the California Table Grape Commission.

For the last year, Horsfall has been a management supervisor at Sacramento-based MeringCarson Advertising.

The leafy greens marketing agreement was formed in response to the E. coli outbreak that was linked to California spinach in 2006.

The marketing agreement represents approximately 99 percent of the leafy greens industry in California, and requires the signatories to implement and maintain the highest standards of safety in growing and handling spinach, lettuce, and other leafy greens.

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