WATSONVILLE, CA — The California Strawberries Commission has selected Rox United to lead its public relations.

California Strawberries — which represents 300-plus farmers, shippers, and processors — named Rox its PR agency of record following a competitive review. The commission’s previous agencies include Broadhead.

Rox United will deliver marketing and public relations solutions with an emphasis on earned media and social media marketing across the US. The work will focus on reaching general and multicultural audiences.

The Rox team will take the lead in driving awareness around leadership in innovation and sustainability within the strawberry industry, elevating the reputation of farmers with consumers, community leaders and residents of strawberry production regions within California. Roughly 90% of all US strawberries are grown in California.

“We want to ensure that we continue to amplify the extraordinary care, work and love that dedicated farmers put into nurturing the land and growing the tastiest California strawberries,” said Chris Christian, the commission’s senior VP. “Without farm workers, it would be impossible to get strawberries to stores across the country.”