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LAKE COUNTY – Rainbow Ag has announced the addition of an equestrian field representative to spearhead a major revamping and upgrading of its equine department.
Beth Schwarz of Ukiah began work Aug. 13 as equine field representative for the Rainbow, America’s Country Stores in Ukiah and Lakeport.
In making the announcement, Rainbow President Jim Mayfield said Schwarz will coordinate a plan to make Rainbow the “premier shopping destination for horse owners in Lake and Mendocino counties.”
“Beth has the ideal combination of equestrian knowledge, retail experience, promotional background and dynamic personality to take Rainbow to a new level of service for the many horse owners in this region,” Mayfield said.
Mayfield said that Schwarz, who is experienced in both Western and English riding, will work closely with the equine community to identify ways in which the Rainbow stores can enhance product selection and improve services.
“Beth will be attending the equestrian events, club meetings, seminars, fairs and rodeos to get direct feedback from horse owners on what Rainbow can do to better serve them,” Mayfield said. “She will also interface with the Rainbow retail staff in Ukiah and Lakeport to insure that we have a complete selection of the latest products for our customers.”
Mayfield said Rainbow has worked hard for years to build its equestrian program and along the way has been designated a “Premier Dealer” by Farnam and Purina two of the largest equine product companies in the world.
“We’re proud of what we’ve accomplished, but we know that we can do better, and Beth is the right person at the right time to move Rainbow forward,” Mayfield said.
Prior to joining Rainbow, Schwarz held top positions in recruiting, human resources and promotion with Borders Group in Ukiah, Sports Authority in Fairfax, Va., and served as a human resource analyst with the county of Mendocino. She holds an associate of arts degree from Bauder College in Atlanta.
