Welch's Names Andrew Hartshorn as New Chief Brand Officer
New Leadership for Welch's Brand Growth
Welch's, the beloved brand recognized for its commitment to real fruit goodness, is thrilled to announce a pivotal addition to its leadership team with the appointment of Andrew Hartshorn as Chief Brand & Innovation Officer. This role, designed to empower the brand’s presence in the market, combines the efforts of brand management with product innovation, ensuring faster, more effective strategies.
Accelerated Innovation and Brand Narrative
In his newly established position, Hartshorn will oversee the collective efforts of both Brand Development and Product, Pack & Process Innovation teams. This strategic unification is set to enhance Welch's capabilities in presenting new ideas and effectively narrating the brand's compelling story.
Voice from Leadership
Commenting on this exciting change, Cees Talma, the President and CEO of Welch's, remarked, "Welch's has a long-standing reputation for trust and quality, and Andrew’s extensive expertise in innovation will provide the necessary agility to connect with our consumers on a deeper level. Together, we can unlock the impressive potential of our brand as we step into this growth phase."
Experience at the Helm
With over 25 years in the food and beverage industry, Hartshorn carries a wealth of experience that aligns well with the vision of Welch's. His previous roles at prestigious companies, including PepsiCo and Danone, have honed his skills in driving innovation and commercial success. Most recently, he held a senior leadership position at Nature's Way.
Commitment to Authenticity
Hartshorn expressed his enthusiasm regarding his new role, stating, "Joining Welch's at this moment is an incredible opportunity. The brand's legacy of authenticity, rooted in the family farms that contribute to our business, inspires me. My goal is to drive innovations that truly nourish families across the globe."
Welch's Commitment to Agility and Growth
This new leadership initiative symbolizes Welch's dedication to becoming a responsive, consumer-oriented organization. By merging brand development and innovation, the company aims to foster collaboration and accelerate decision-making, ultimately enriching its lineup of groundbreaking products and experiences.
About Welch's
Welch's, owned by a cooperative of family farmers in the U.S., is renowned for its vibrant Concord grape juices, jams, jellies, and spreads, all made from grapes cultivated on their farms. The essence of Welch's lies in its mission to nourish families through the goodness of fruit, a principle that permeates all their efforts.
With a history dating back to 1869, Welch's has spent over 150 years providing families worldwide with delightful fruit flavors. From juices and sparkling fruit beverages to fruit snacks and spreads, their diverse offerings are tailored to meet the various needs of families during everyday moments and special occasions.
Welch's, headquartered in Waltham, Massachusetts, is steadfast in its commitment to quality, innovation, and delivering long-term value for its grower-owners.
Frequently Asked Questions
1. Who has been appointed as Chief Brand & Innovation Officer for Welch's?
Andrew Hartshorn has been appointed as the new Chief Brand & Innovation Officer.
2. What is the main goal of Andrew Hartshorn's appointment?
The appointment aims to unify brand development and innovation to enhance growth and agility.
3. How long has Andrew Hartshorn worked in the food and beverage industry?
Andrew Hartshorn has over 25 years of experience in the food and beverage sector.
4. What brands did Andrew Hartshorn work for before joining Welch's?
He held leadership roles at PepsiCo, Danone, and Nature's Way prior to joining Welch's.
5. What does Welch's prioritize in its production?
Welch's prioritizes using real fruit goodness and maintaining a commitment to quality in its products.
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