Posted on September 5, 2006

New TransFair COO to speed up product development

Rochlin to help Fair Trade certifier stengthen marketing, strategy

TransFair USA last week appointed Dave Rochlin as its Chief Operating Officer to help strengthen its marketing, business development and overall strategy.

TransFair is America’s only independent, third-party certifier of Fair Trade products. Rochlin will work to open new channels for Fair Trade coffee, and also speed up development of markets for other Fair Trade product categories, according to a press release.

Rochlin brings 20 years of management, marketing and business development experience, including over a decade in the food and consumer products industry, and a decade in high-growth, technology-related businesses.

"Globalization has had many unintended and adverse consequences on both farmers and the environment in developing countries,” Rochlin said. “Supporting fair prices and sustainable farming practices is in everyone’s best interest.”

Rochlin was previously chief marketing officer at Signature Wines, an e-commerce firm that runs custom and subscription wine sales programs. Prior to that Rochlin was chief operating and marketing officer at Hollywood Video’s online unit, Reel.com.

Rochlin was previously employed at Del Monte Foods and also for a “leading developer of bio-engineered fruits and vegetables,” the press release said.

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