The Produce for Better Health Foundation (PBH) named Dole Food Co.’s Bil Goldfield as the association’s new chairman. The board of trustees voted earlier this year on the leadership transition, which became effective Nov. 22.
“As a member and supporter of PBH for many years, I’m honored to step up and serve as PBH’s chairman of the board during this very exciting time—not only for PBH but for the produce industry overall,” said Goldfield, director of corporate communications for Dole Food Co., Westlake Village, Calif. “As leaders within the industry, it is critical that we come together to support the 'Have a Plant' consumer movement, which is not only rooted in behavioral science but also provides us with a platform to make fruits and veggies the first thing people reach for and think about when they think about a plant-based diet. As we embark on the next phase of PBH’s transformation to convening thought leader and change agent, we must work together to make fruit and vegetable consumption a national priority. I personally invite you to get engaged in PBH—the only association 100% focused, every day, on making increased fruit and vegetable consumption a reality.”
In his corporate communications role, Goldfield develops positioning and key messaging around the benefits of expanding plant-based eating and leverages marketing campaigns, social media and strategic partnerships to find synergies that amplify those messages. PBH’s "Have a Plant" movement presents strategic platform alignment opportunities for fruit and vegetable companies, including Dole, and Goldfield’s experience will lead the industry with a charge to do the same.
This leadership transition also recognizes those who have served on the PBH Executive Committee and who are now moving off the committee. Previous PBH board of trustees chairman, Trish Zecca, formerly with Campbell Soup Co., will transition to the PBH Leadership Advisory Council as a past PBH chair. Dennis Christou with Del Monte Fresh, Rich Dachman, formerly with Sysco/FreshPoint and now with Brighter Bites, as well as Scott Owens, formerly with the Castellini Co. and now with Del Monte Fresh, will also transition from the PBH Executive Committee to the PBH Leadership Advisory Council.
Current executive committee members include:
- Chairman of the Board of Trustees, Bil Goldfield, Dole Food Co.
- Vice Chairman of the Board of Trustees, Matt Middleton, Ventura Foods
- Secretary/Treasurer, CarrieAnn Arias, Naturipe Farms LLC
- Serving Past Chair, Roger Pepperl, Stemilt Growers LLC
PBH’s At-Large Executive Committee Members:
- Andrew Burchett, Bayer Crop Science
- Kimberely Challoner, Seneca Foods Corp.
- Brittni Furrow, Ahold
- Rebecca Gautrey, Del Monte Fresh
- Desiree Olivero, Wakefern Corp.
- Jason Osborn, The Wonderful Co.
- Garland Perkins, The Oppenheimer Group
- Teri Rose, The Kroger Co.
- Nichole Towell, Duda Farm Fresh Food
PBH’s executive committee works in partnership with the broader PBH board of trustees to develop and direct PBH programming and services, including the signature State of the Plate Research Report: Fruit and Vegetable Consumption in America, advancing understanding of consumption behaviors and informing future approaches; retail, foodservice and influencer engagement strategies, driving sales and inspiring increased consumption; and PBH’s comprehensive digital ecosystem, reaching millions with behavior-based, action-oriented messaging on a daily basis.
“The PBH board of trustees, including the PBH Executive Committee, are highly engaged; critical in advancing PBH’s mission to increase consumption of fruits and vegetables; and serve as our biggest advocates for the PBH 'Have a Plant' movement,” said Wendy Reinhardt Kapsak, PBH president and CEO. “PBH is an inclusive, member- and consumer-driven charitable organization. Bil Goldfield’s expertise will be an asset to help us position fruits and vegetables at the center of the plate, and at the forefront of the plant-based dialogue in 2020. He will be a fabulous chairman; we are thrilled to have his leadership at PBH.”