Karen Brux has been tapped to lead the Chilean Fresh Fruit Association’s promotional efforts in the U.S. and Canada. As managing director for North America, Brux will oversee all promotional and support programs for the premier organization representing Chile’s fresh fruit growers, packers, and shippers.
Brux joins the Chilean Fresh Fruit Association after serving as vice president of marketing communications for the California Table Grape Commission, where she was responsible for domestic consumer communication and global brand management in support of California’s table grape producers – the leading U.S. source of fresh table grapes. In that role, she helped develop global brand messages and directed consumer marketing communications throughout the U.S. and Canada.
Prior to her tenure at the Commission, Brux held senior executive positions with ZESPRI International, one of the world's largest marketers of kiwifruit, for more than 15 years, during which she managed distributors, agencies, and numerous consultants in development of integrated trade and consumer marketing campaigns.
In her 25 years in the fresh produce industry, Brux has gained a wealth of knowledge about the production, distribution and consumption of fresh fruit. She has deep experience creating and executing marketing, advertising, and public relations campaigns targeted to retailers, foodservice operators, restaurants, and consumers. Much of that work centered on the health benefits of fresh fruit, its versatility in recipes, and its central role in a healthy, balanced diet for both kids and adults.
A native of Wisconsin, Brux holds a bachelor’s degree in East Asian Studies from the University of Wisconsin, which she earlier put to good use as the ZESPRI representative in China, where she worked to build sales of kiwifruit in the world’s largest consumer market.
In her new role, Brux replaces U.S. well-known produce industry expert Tom Tjerandsen, who is retiring and has been an important pioneer in carrying the Chilean fruit message in the industry. She will open a new office in the mid-Peninsula area, south of San Francisco, and begin her new duties January 1, 2013.
Ronald Bown, chairman of the Chilean Fruit Exporters Association, says “We are delighted to find someone whose background and talents so closely match the needs of the Chilean fresh fruit industry.” He adds “we appreciate Tom Tjerandsen’s many contributions to the Chilean fresh fruit program. Tom has been a crucial part of the trade development between Chile and the U.S. fruit industry, we will be forever indebted to his loyal work and will be truly missed. We wish him well with the next phase of his life.”
Chile is the Southern Hemisphere’s largest producer of fresh fruit and the top source of fruit during the winter months. The Chilean Fresh Fruit Association(USA) is a promotional group representing the Chilean Fruit Exporters Association and the Chilean Fruit Growers Federation.
