April 1, 2015

Reed joins SunSelect as exec VP

With greenhouses in California and British Columbia nearing peak production — and significant expansion on the horizon — SunSelect Produce has strengthened its team with the expertise of industry veteran Mike Reed.

Reed brings 18 years of experience spanning virtually all aspects of the greenhouse category into the newly created role of chief business development officer / executive vice president sales and marketing for SunSelect.

Most recently, he spent half a decade as president of BC Hothouse Foods, Inc. in Langley, BC. Previously, Reed was vice president marketing and business development for BCHH's parent company Star Produce Ltd. in Burnaby, and has also served as greenhouse category director and executive director of marketing at The Oppenheimer Group, Coquitlam. Reed held several sales management roles at BC Hot House from 1997-2004.

“Mike is a bit of a legend in the greenhouse sector. He’s one of the true professionals, having lived and breathed greenhouse for so many years,” said Len Krahn, SunSelect co-owner and general manager. “Mike has an excellent track record of successfully building marketshare and esteem for a wide range of products and brands. His comprehensive knowledge about the growing and marketing facets of the business will no doubt make him masterful at optimizing opportunities as we continue to expand our production.”

Reed’s achievements include successful new product introductions, development of innovative packaging styles, extensive brand building, and noteworthy increases in sales and profitability for the various entities he has represented in club, retail and food service sectors throughout North America.

“I have known the SunSelect team for over 15 years and have witnessed their successful growth from their high-tech facilities in BC and California. Their focus on providing consistent year-round quality, a commitment to Fair Trade standards for their workers and a solid strategic plan for growth made this opportunity to join a natural fit for me,” Reed said. “With several expansion plans underway, I am excited about the countless opportunities for developing a stronger brand and trade following for the diversified mix of products and packages that will be available from SunSelect over the next couple of seasons.”

Reed will focus on new product development and sales and marketing strategies in tandem with SunSelect’s marketing partner, The Oppenheimer Group.

“Together, we will develop and execute plans that position SunSelect for on-going market growth as we continue to expand our greenhouse offerings,” said Aaron Quon, Oppy’s executive category director, greenhouse. “We are excited to have a seasoned professional like Mike join the Oppenheimer and SunSelect family.”

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