Welch’s has named Andrew Hartshorn to the newly created role of chief brand and innovation officer, an appointment that went into effect Oct. 15, according to a press release. The move follows the departure of Welch’s CMO Scott Utke, who spearheaded marketing at the farmer-owned company known for its Concord grape products for over four years. Welch’s does not plan to hire another CMO, Marketing Dive has learned, as Hartshorn’s job effectively fills those duties.
Hartshorn will lead Welch’s recently combined brand development and innovation teams, with the aim of getting new ideas to market faster and fortifying brand storytelling. The executive wields 25 years of experience in the food and beverage business, previously holding senior leadership titles at PepsiCo, Danone and, most recently, Nature’s Way, where he acted as CMO for nearly three years.
Welch’s in July named Cees Talma, the former CEO at Nature’s Way, as its chief executive, succeeding Trevor Bynum. Talma was credited with his ability to “align purpose with performance” and is charged with ushering in the “next era of evolution” for Welch’s.
Hartshorn’s hire is part of a larger push from Welch’s to become a “more agile, consumer-driven organization,” the press release stated. As part of that streamlining initiative, Welch’s united its brand development and product, pack and process innovation units. More companies have ditched traditional CMO appointments in favor of other roles that encompass changing needs around product development and driving growth.
“Welch’s is a brand built on trust, quality, and purpose and we're entering an exciting new phase of growth,” Talma said in a press statement. “Andrew’s leadership and proven track record in innovation and brand building will help us move with greater agility, deepen our connection with consumers, and unlock the next chapter of our brand’s potential.”
Under Utke’s tenure, Welch’s underwent a rebrand in 2024 that tried to broaden its image beyond just grapes. The revamped positioning was reinforced through an expansion into areas like canned cocktails and zero-sugar juices.
Welch’s marketing also took on a different tack compared to what Utke described as a previously “staid” strategy, with the CPG embracing more experiential activations, such as a speakeasy and rosé truck catering to Gen Z and millennial consumers. Utke also oversaw Welch’s recent shift away from an agency of record (AOR) model to instead enlist agencies based on the needs of different segments under its portfolio.
“I think in the traditional sense, AOR would be you have an agency that works on all your business and you would work with them for many years,” Utke told Marketing Dive in an interview earlier this year. “The way we look at it now, it’s fit for purpose.”
