Cindy Jewell departs California Giant, starts marketing company

Cindy Jewell departs California Giant, starts marketing company

Cindy Jewell is hanging out a new shingle in her produce career. 

Jewell is starting her own marketing business, Jewell Marketing, after 15 years with Watsonville-based California Giant Berry Farms Inc., she said Feb. 26. Her last day at California Giant will be March 2. her new business website is

Hired by California Giant in 2004, Jewell most recently was vice president of marketing. Before coming to California Giant, she had spent 18 years with the California Strawberry Commission, leaving the commission when she had the role of executive vice president.

“I love the industry and I love everything about telling the story of the industry,” she said. “I’ve been doing it here at Cal Giant for a long time, just trying to continually connect our farmers with consumers. I want to keep doing that but I want to do it for more than just one farmer.”

Jewell said she looks forward to working with many industry companies and growers to help tell their stories to consumers.

“The more time you spend in the industry, the more you realize that it’s not just about that one commodity that you’re representing,” she said. “It is about (all) produce and what we are trying to do together.”

As she prepares for a new challenge, Jewell said she appreciates her time at California Giant. Working with president Bill Moncovich and owner Pat Riordan has been an honor, she said.

Jewell said her involvement with the annual Tour de Fresh cycle event and salad bar fundraiser has been very meaningful and opened the door to new opportunities.

The event, which began in 2014, is presented by the California Giant Foundation to raise money for purchasing salad bars for schools.

“It is a tremendous community that we’ve created, and I’m just so so proud of everything we’ve done with Tour de Fresh, not only raising money for salad bars, but creating this amazing community of produce industry members that all love each other because of what they’ve done together,” she said.

Jewell said her departure from California Giant will give someone else the chance to step up.

“I’m proud of the fact that Morgan Maitoza is working here (at California Giant),” she said. “She’s our marketing manager, and I know she’s going to step up and be amazing.”


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