Mathews CEO at FirstFruits Keith Mathews, former executive director of the Yakima Valley Growers-Shippers Association, is the new CEO at FirstFruits Marketing of Washington, a new marketing firm in Yakima that opened for business in August. Mathews began work at FirstFruits October 1 and will be responsible for strategically recruiting like-minded supplier-partners to join Broetje Orchards and Columbia Valley Fruit LLC, targeting retail customers, developing marketing programs, and expanding the business, according to Jim Hazen, business manager of Broetje Orchards. Mathews has spent the last 30 years involved in nearly all aspects of the tree fruit industry, from representing grower-shippers […]