Cherry Central Cooperative Selects New Leader

Cherry Central Cooperative has announced the selection of Helena Beckett as its new President and Chief Executive Officer, effective April 13, 2026.

Owned by hundreds of small farms, Cherry Central produces and distributes tart cherry products along with a broader portfolio of fruit and select vegetable ingredients to retail, foodservice, and food manufacturers worldwide.

Beckett brings more than two decades of experience in the fresh produce and retail industries, with a strong track record of driving growth, building high-performing teams, and developing strategic partnerships across national retail markets. Most recently, she served as Director of Retail Sales at BrightFresh Microgreens, where she led significant revenue growth, expanded national retail partnerships, and helped drive the company’s marketing and digital commerce strategy.

Throughout her career, Beckett has demonstrated a deep understanding of the agricultural supply chain and a passion for connecting growers to market opportunities. Her leadership experience includes building and scaling sales organizations, leading cross-functional teams, and developing go-to-market strategies that deliver results. She has worked with leading national retailers including Costco, Walmart, and Albertsons, and has played a key role in business expansion, brand development, and successful company growth initiatives.

Beckett is taking the reins at Cherry Central as Melanie LaPerriere, who has served as its President and CEO since 2019, will officially retire on April 30, 2026.

For more information, visit cherrycentral.com.