Joe Watson to join PMA as Vice President of Domestic Business Development
Newark, Del. — Produce industry veteran Joe Watson is set to join Produce Marketing Association’s (PMA) staff team on June 22, as vice president of domestic business development. His hiring reflects an ongoing effort by the association and its member board to bring hands-on industry perspectives to developing, delivering and communicating the value PMA brings to members and their businesses.
In his new role, Watson will lead the U.S. domestic business development team which is responsible for building industry relationships to attract new companies to PMA and engage current members in the PMA resources and visibility opportunities that are uniquely relevant and valuable to each company. He will work closely with PMA’s volunteer leader boards and councils, and PMA’s member relations, marketing, public relations and product development staff teams. Watson will report to Anthony Barbieri, senior vice president of member relations and business development.
“Joe’s strong sense of passion for the produce industry is exemplified by his volunteer participation across several industry association committees, as well as his respected 32-year career with Rouses,” said Bryan Silbermann, PMA CEO.
“I am excited to join PMA and to get to work on initiatives and projects that will serve our current members and future members as well. My plan is for the PMA business development team to provide products and services through collaboration that will add great value to all members,” said Watson. “I would also like to express my great appreciation to the Rouse organization and to the Rouse Family in particular for 32 great years. The experiences and knowledge I have gained will be with me for the rest of my career.”
Most recently, Watson was the director of produce for Thibodaux, La.-based Rouses Supermarkets where he managed produce operations of the chain's 46 retail stores. In addition to his responsibilities for buying, category management, marketing, sales, financial forecasting and personnel development, he also worked closely with the chain's food safety director on industry issues. Watson started his career in the produce industry in 1979 working as a produce clerk in his hometown.
In 2014 Watson was named both Retailer of the Year by Produce Retailer Magazine and received The Packer’s “Packer 25” award. His leadership is well-known across the industry, previously serving as a member of Southeast Produce Council Board of Directors, PMA Foundation for Industry Talent’s Fundraising Committee, the Alabama Watermelon Association Board of Directors, and United Fresh Produce Association’s Produce Merchandising and Marketing Council, and Bio-Tech Task Force. Watson served as the Southeast Produce Council’s Sponsorship Committee Chairman of the STARS scholarship program and was co-chair of the STEP UPP education program.
Watson will be based out of PMA’s headquarters in Newark, Del., beginning June 22.
About Produce Marketing Association (PMA)
Produce Marketing Association is the leading trade association representing companies from every segment of the global produce and floral supply chain. PMA helps members grow by providing business solutions that expand business opportunities and increase sales and consumption. For more information, visit www.pma.com.
Editor’s note: Please find a high resolution image of Joe Watson available for download from PMA’s Flickr page.