The U.S.-based and globally-focused Produce Marketing Association (PMA) has announced Lindie Stroebel will join the organization on Feb. 22, as general manager of its southern Africa branch.

Lindie Stroebel

In a release, the PMA highlighted Stroebel previously worked with the Agricultural Business Chamber (AgBiz) in South Africa as its market intelligence manager.

She will come into the new role with 13 years of experience in agriculture, with the PMA claiming her expertise and strategy and organizational management were critical to her selection.

"This new position, and the agreement with Lindie to join the PMA team, is a direct result of the strategic vision adopted to take PMA’s value proposition to the next level," said PMA's South Africa Country Council chairman Tommie van Zyl, who is also the CEO of ZZ2.

"With Lindie’s drive, experience, and networking and communication skills we are strongly positioned to deliver even more value to all our stakeholders in the fresh produce value channel."

In the position, Stroebel will work closely with the global organization, South Africa volunteer leaders, PMA’s members, government agencies and other stakeholders to support the growth of PMA and the fresh produce industry in southern Africa, including South Africa.

“This expanded role demonstrates PMA’s commitment to South Africa and the region,” added PMA vice president of global business development Richard Owen.

“Lindie’s participation will be substantial as she builds on the value PMA already extends to its members in the region.”

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