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New CEO for BC Tree Fruits
by Ronda Payne
Warren Sarafinchan
New BCTF CEO Warren Sarafinchan.
The BC Tree Fruits Cooperative hopes the end has finally come for its recent fluctuation in leadership, as newly appointed CEO Warren Sarafinchan becomes the fourth CEO of the organization since Alan Tyabji left the position in October 2016.
Sarafinchan plans to create consistency for the grower-owned co-operative along with a greater sense of togetherness.
"I've worked in an industry where we've experienced significant growth," he says. "I've also worked in places where things needed to be fixed; and I've done that."
Sarafinchan's more than 25 years in consumer-packaged goods saw him fulfill management roles in sales, operations and most significantly in supply chain management. He was on the executive team of Sun-Rype Products Ltd. and also held leadership roles with Mars Wrigley Canada Ltd., Maple Leaf Foods Inc. and Labatt Breweries of Canada.
"I've led almost every function in a business," Sarafinchan notes. Of his new role, he says he plans to find ways to "bring everyone together. How we come together to fix this, to find solutions that work for everybody."
After the significant changes at BC Tree Fruits, he wants to move the co-op towards "consistent, sustainable returns going forward."
"I've got the experience to do that," he adds.
Sarafinchan's experience in the consumer alcoholic beverage space can also benefit BC Tree Fruits cidery, Broken Ladder.
"The cider business is one that's interesting to me," he says. "It's a bit of a coming back home to a category that I know quite well."
Overall, growers can expect short and long-term planning under Sarafinchan's leadership at BC Tree Fruits. This will be based on a holistic view of the organization to identify ways to increase revenues, reduce operating costs and improve grower returns.
Warren Sarafinchan BCTFC Kelowna Okanagan Valley BC Tree Fruits Cider Co. BC Fruit
Orchard & Vine Magazine Ltd.