Press Release

Shoreline Fruit, LLC Announces Personnel Changes

Traverse City, Michigan – April 17, 2018 --- Shoreline Fruit LLC, announced today personnel changes at their World Headquarters in Traverse City and their Production and Storage Facility in Williamsburg, MI.


Kristen Moravcik has expanded her role as Digital Marketing Specialist to Marketing Manager for the company. In this new role, Kristen is responsible for all of Shoreline Fruit’s corporate branding and marketing initiatives including strategy development, retail packaging, website management along with the company’s internet advertising and social media marketing. She joined Shoreline in February of 2011 as a Sales Assistant. Kristen holds a Bachelor’s degree in Advertising from Michigan State University.

Brian Gerberding has been named the Director of Sales and Marketing for the company. Brian formally held the title of Director of Sales for Shoreline Fruit. Brian will now be accountable for both the Sales and Marketing Departments. Brian joined Shoreline Fruit in 2011. He holds a Bachelor’s of Science degree from Ball State University.

Erika Cotner has expanded her role as HR Assistant to Human Resource Specialist. In Erika’s new role, she is responsible for additional human resource and recruitment initiatives. Erika joined the company in April 2016. She holds a Bachelor’s degree in Business Management from Northwood University and is currently a member of the Traverse Area Human Resource Association.

New Employees

Justin Schumacher has assumed the position of Quality Assurance Manager. Prior to joining Shoreline Fruit, Justin was the Technical Quality Manager at Caraustar Industrial Products Group, an industrial paperboard products company. Justin has a Bachelor of Science degree in Engineering & Technology Management and a minor in Management from Saginaw Valley State University in Saginaw, Michigan.

Traci Heidbreder has joined Shoreline Fruit as a Sales Assistant in the Sales Department. Prior to joining Shoreline Fruit, Traci was with Iowa State University in Ames, IA where she was the Assistant Conference Coordinator. Traci has attended NW Missouri State University and Des Moines Area Community College and is a graduate of Bernel Cosmetology College in Ames, IA.

About Shoreline Fruit, LLC

Shoreline Fruit, LLC is an innovative, vertically-integrated grower, processor, and marketer of premium cherry products and other dried fruits. Grower-owned and headquartered in Traverse City, Michigan, Shoreline is one of the world’s largest producers of dried tart cherries and cherry concentrate. Shoreline also offers a broad selection of other premium dried fruits and tart cherry-based nutraceutical products to consumers under their Cherry Bay Orchards® and CherryPURE® brand names to retail and specialty food marketers and distributors. From our orchard to the consumer, Shoreline is committed to quality, innovation, and sustainability. For more information about Shoreline’s products and services, please visit