Welch’s has recently made a significant move in the appointment of Andrew Hartshorn to the newly created role of chief brand and innovation officer. This change took effect on October 15, according to a press release. The decision to bring Hartshorn on board follows the departure of Welch’s CMO Scott Utke, who led marketing at the farmer-owned company for over four years. Interestingly, Welch’s has decided not to fill the CMO position again, as Hartshorn’s role encompasses those responsibilities.
In his new position, Hartshorn will be leading Welch’s combined brand development and innovation teams. His primary objective is to expedite the process of bringing new ideas to market and to strengthen the brand’s storytelling efforts. With a robust background of 25 years in the food and beverage industry, including senior leadership roles at PepsiCo, Danone, and Nature’s Way where he served as CMO for nearly three years, Hartshorn brings a wealth of experience to Welch’s.
Earlier in July, Welch’s appointed Cees Talma, the former CEO of Nature’s Way, as its chief executive, succeeding Trevor Bynum. Talma’s ability to align purpose with performance was highlighted, and he is tasked with leading Welch’s into the next phase of evolution.
Hartshorn’s appointment is part of a larger strategy by Welch’s to become a more agile and consumer-driven organization. In line with this initiative, Welch’s has merged its brand development with product, packaging, and process innovation units. This move mirrors a trend in the industry where more companies are moving away from traditional CMO roles to adapt to changing product development needs and growth strategies.
According to a press release, Welch’s is focused on deepening its connection with consumers and unlocking the brand’s full potential. Talma expressed excitement about the brand’s growth prospects with Andrew Hartshorn on board, emphasizing his leadership and track record in innovation and brand building.
Under Utke’s leadership, Welch’s underwent a rebranding in 2024 to expand its image beyond just grapes. The brand’s positioning was reinforced through ventures into new areas like canned cocktails and zero-sugar juices. Additionally, Welch’s marketing strategy shifted towards more experiential activations under Utke’s guidance, including initiatives like a speakeasy and a rosé truck targeting Gen Z and millennial consumers. The brand also transitioned away from the traditional agency of record (AOR) model to engage agencies based on the specific needs of different segments within its portfolio.
In a recent interview, Utke explained the shift in the approach to agency partnerships, stating, “The way we look at it now, it’s fit for purpose.” This adaptability and focus on meeting evolving consumer demands and market trends underscore Welch’s commitment to driving growth and innovation in the industry.
