WATSONVILLE, CA – June 3, 2026 – California Giant Berry Farms, a leader in the fresh berry industry, today announced a major investment in its commercial leadership with the return of industry veteran Tom Smith as Vice President of Sales and Marketing.  Alongside Smith’s appointment, the company has strategically expanded and elevated its sales organization, announcing key internal promotions alongside four new seasoned hires to accelerate growth, sharpen operational execution, and deliver enhanced value to growers and retail partners. 

As a vital member of the Senior Leadership Team, Smith will oversee global business and trade market strategies and the overall commercialization of California Giant’s premier product platform. He is tasked with driving an integrated, insight-driven strategy that seamlessly aligns sales and marketing, enhances the customer and consumer experience, and ensures the company meets top- and bottom-line objectives while solidifying its long-term business sustainability. Smith will also place a strong emphasis on tactical succession planning, mentoring internal talent to build the next generation of company leadership. 

“Our energy is entirely focused forward as we welcome Tom back to lead our commercial organization,” said Joe Barsi, President and CEO of California Giant Berry Farms. “Tom brings the strategic leadership, operational discipline, and deep industry expertise needed to build a high-performing team. His return, combined with a powerful addition of hands-on sales talent, represents an intentional investment in our capabilities. We are aligning our strengths to provide deeper support for our growers and a winning foundation for our business.” 

To support this new chapter of excellence, California Giant is proud to announce the addition of four key leaders who bring fresh energy and specialized expertise to the team, as well as additional staff promotions: 

• Serjio Sanchez, Senior Director of Sales Operations 

• Katy Matzinger, Director of Key Accounts 

• Sandy Jurach, Director of Foodservice Sales 

• Sam Nahas, Director of Wholesale 

• Carolyn Chang, Director of Business Development 

• Luke McCreesh, Director of Commodity Management  

• Amber Button, Sales Account Manager 

“This strategic optimization of our sales organizational structure was made with a definitive purpose: to cultivate a winning culture that drives real, measurable results for our growers, our customers, and our company,” added Barsi. “Moving forward, our focus is entirely on flawless execution—showing up every day to maximize value for our partners, capitalize on our quality berry supply chain, and build a prosperous future together.”