Donald Lucero, Los Lunas, N.M., joined the Certified Hereford Beef team Aug. 7 as the Southwest regional brand manager.

Lucero will work with clients in the Southwest region to expand the availability of CHB products and promote the CHB brand.

“I’m very excited to join the Certified Hereford Beef team,” Lucero said. “I’m ready to meet new people and really expand the brand. Hereford has a great story to share and I’m here to help tell that story.”

Lucero joins the team with more than 30 years of retail experience. He began his career in the meat cutting industry before transitioning to positions in the wholesale and retail segments of Affiliated Foods, Amarillo, Texas.

“We are excited to welcome Donald to the CHB team,” said Amari Manning, CHB chief operating officer. “His industry experience will be a tremendous asset and we look forward to the difference he will make with the CHB brand.”