**What happens when a job you thought would be temporary becomes a 13-year career?**
Rochelle Bohm never planned a career in fresh produce. Her route took her from New Zealand to Australia, environmental science in Kuwait and almost a decade in Alaska before she eventually arrived in Washington State and joined CMI Orchards.
What she expected to be a temporary role became the next chapter of an already unconventional career. Today, Rochelle is Vice President of Marketing at CMI Orchards.
In this episode of *Behind the Fruit*, Rochelle joins Lucy Robinson to talk about the experiences that shaped her career, why fresh produce proved so much more interesting than she'd expected, and how her role at CMI has developed over the past 13 years.
They also explore CMI's approach to brands and retail marketing, its apple-matching experience inspired by dating apps, an extraordinary in-store orchard activation in Texas, and how the team is using AI.
The conversation turns to people too, including what Rochelle looks for when hiring, why attitude can outweigh education, maintaining culture as a business grows, and her advice for people building their own careers in fresh produce.
**About LCR International**
LCR International supports senior hiring across the global fresh produce sector.
We work with businesses where roles require a mix of technical, commercial, and leadership experience, often across regions.
Typical support includes:
• Retained executive search
• Talent mapping and competitor insight
• Org structure and succession planning
If you're hiring and want a clearer view of the market before you start, you can get in touch here:
👉 https://www.lcrint.com/
