Topics in this issue of Behind the Blue:
- USHBC Announces New VP of Global Marketing and Communications
- USHBC Hosting Food Manufacturers, Importers in Reverse Trade Mission
- Take a Stroll Down Blueberry Lane at The Blueberry Summit
The USHBC has selected Kevin Hamilton as its new VP of Global Marketing and Communications. In this role, Hamilton will oversee global brand marketing, consumer public relations, digital and traditional media, and creativity and innovation to drive blueberry growth and profitability.
“I’m thrilled to have someone of Kevin’s caliber and extensive experience join our team,” said USHBC and NABC President Kasey Cronquist. “His background in commodity board marketing programs and his strategic approach align perfectly with our vision to empower the industry to make blueberries the world’s favorite fruit. Having Kevin on our team is a huge win for the industry.”
Hamilton has over 20 years of marketing experience for a number of brands and commodities. He recently served as senior marketing director at Avocados From Mexico (AFM) where he was responsible for leading a team in the creative development, brand strategy, brand planning and execution of all brand marketing efforts, while managing over 10 different agencies and partners. Most notable, while at AFM, Hamilton placed AFM on the map by producing the board’s first ever Super Bowl commercial. This Super Bowl spot was wildly successful with consumers and was part of an integrated marketing strategy across multiple channels that today is still a cornerstone of AFM’S marketing strategy.
Hamilton started his career with CPG blue chip companies such as Procter & Gamble and Coca-Cola. He’s also been a consulting strategist as well as a planner at a marketing agency.
He holds an MBA from the University of Michigan Ross School of Business and a bachelor’s in business administration from the University of Texas McCombs School of Business.
“We haven’t even begun to scratch the surface of the opportunities that are available to elevate blueberries as a brand with consumers,” Hamilton said. “I’m honored to have been selected for this pivotal role, and am excited to lead a talented team to push the blueberry industry to new heights.”
The USHBC is hosting food manufacturers and importers from the Philippines in Washington state and Oregon this week.
The visit includes a series of blueberry immersion and learning opportunities, such as blueberry ingredients training at CuliNEX and visits to Sakuma Brothers Farms, Enfield Farms Inc., Oregon Berry Packing and Pan America Berry Growers. Attendees will also visit Dr. B’s Farm to learn about packing processes and quality control, and Firestone Pacific Foods to learn firsthand about the individual quick freezing (IQF) process. The final stop will be Meduri Farms, where participants will witness the blueberry drying process.
This reverse trade mission is part of USHBC’s extensive work to drive demand for U.S. highbush blueberries with consumers, foodservice operators, food manufacturers and retailers around the world.
A special thank you goes out to the companies and farms hosting the mission who made the event possible!
Learn more about blueberry export opportunities by downloading USHBC’s new Global U.S. Blueberry Export Opportunity Assessment report today!
If you haven’t yet registered for The Blueberry Summit, Sept. 27-29 in Savannah, Georgia, we’ve got two more reasons to act now!
By signing up, you’ll gain access to our blueberry-related street of dreams – Blueberry Lane! This active exhibit floor is your one stop for blueberry industry solutions and innovations, and your chance to meet with the people behind the products to ask questions and get all the details you need.
Plus, when you complete a Blueberry Lane Passport, you’ll be entered to win the grand prize Boost of Blue Adventure Pack chock-full of amazing products, as well as other swag you’ll love.
Reason No. 2 – early-bird registration pricing and discounts in our hotel block end Aug. 25! To save $75 on registration and be in the heart of the action at The DeSoto, sign up today and reserve your room.