Newark, Del. — Marianne van der Laarse joined the Produce Marketing Association (PMA) as PMA’s country representative in South Africa on June 1. Her addition to PMA’s expanding international team reflects a growing membership base in South Africa and the association’s commitment to connecting the produce and floral communities around the world.

In this new role, van der Laarse will assist with the development and implementation of a multi-year strategic plan for member engagement in South Africa­, which has a dynamic industry that grasps the importance of and need for further training, information and sourcing new markets.

As an agriculturist and food scientist, van der Laarse is a well-respected leader in the South Africa fruit and vegetable industry with comprehensive experience in sales and marketing, supply chain management, post-harvest technology, food safety, event planning and public relations. She was the organizer of AllFresh, the annual fresh produce conference for the South Africa fresh produce industry from 2001-07. She also helped launch 5-A-Day for Better Health in South Africa in 1995, in conjunction with the U.S. 5-A-Day initiative.

“Marianne has a wealth of industry knowledge and contacts in South Africa and indeed throughout the region. She will hit the ground running and quickly raise the profile of PMA in country,” said Richard Owen, PMA director of global business development, to whom van der Laarse reports. “She will be an important link in generating two-way value for our members in South Africa and around the world.”

As PMA’s eyes and feet in South Africa, van der Laarse will advise the association on ways to create greater value for members by providing feedback on the needs of the South Africa industry. She will reintroduce herself to the industry at the Global Citrus Conference, of which PMA is a sponsor, July 8-9 in Cape Town, South Africa. Van der Laarse and Owen will both attend the event.

She will also serve as media spokesperson with local press, and will work with PMA Foundation for Industry Talent on a program to attract and develop talent to the produce industry in South Africa.

“PMA is committed to bringing the global produce and floral community together, and we’ve long recognized the need to extend value into the active and growing South Africa market,” said PMA President & CEO Bryan Silbermann. “Marianne is highly regarded in her home country, and we are fortunate to add her to our ranks.”

Van der Laarse is the newest member of PMA’s international team of in-country representatives. Alejandro Larreategui represents PMA in Mexico and Gustavo Yentzen in Chile, working closely with PMA’s country councils in both countries. PMA’s first-ever international affiliate, PMA Australia-New Zealand is directed by CEO Michael Worthington, who works closely with PMA A-NZ’s local Board of Directors.

Most recently, van der Laarse co-owned Agrijob Recruitment Specialists, specializing in recruitment of specialized staff in the horticultural industry. She also serves as deputy director of AgriAids, a nonprofit organization finding solutions to combat HIV/AIDS on farms and served as a liaison with the agricultural industry. She previously was branch manager of produce export company Fruveg and was fruit technologist for North Hill Farms, a produce processor and pre-packer.

“This position with PMA dovetails precisely with my career, and I can already see the value I can provide. I’m thrilled that the association saw the potential of this market, and I’m honored that I was chosen to lead the charge,” van der Laarse said.

Van der Laarse is based in Pretoria. She has a bachelor’s degree in food science, specializing in fruit, vegetables and grain technology from the University of Pretoria and a diploma in international marketing management from Damelin College, both in South Africa. She is married with three children and lives in Waverley, Pretoria.

About Produce Marketing Association (PMA)

Founded in 1949, the Produce Marketing Association is the leading trade association representing nearly 3,000 companies from every segment of the global produce and floral supply chain. Members rely on PMA year round for the business solutions they need to increase sales and consumption, build strong professional relationships, and expand their business opportunities. For more information, visit www.pma.com.