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Welch’s has appointed Andrew Hartshorn as its new chief brand and innovation officer, effective Oct. 15, according to a press release. The move follows the departure of Welch’s CMO Scott Utke, who led marketing for more than four years at the farmer-owned company known for its Concord grape products. According to Marketing Dive, Welch’s has no plans to hire another CMO because Hartshorn’s job fills the role so effectively.
Hartshorn will lead Welch’s recently combined brand development and innovation team with the goal of bringing new ideas to market faster and enhancing brand storytelling. The executive has 25 years of experience in the food and beverage business and previously held senior leadership positions at PepsiCo, Danone and most recently Nature’s Way, where he served as CMO for nearly three years.
Welch’s named Cees Talma, former CEO of Nature’s Way, as CEO, succeeding Trevor Bynum in July. Talma is recognized for her ability to “align purpose and performance” and is responsible for leading the “next evolutionary era” of Welch’s.
Andrew Hartshorn, Chief Brand and Innovation Officer, Welch
Licensed by Welch Foods Inc.
Hartshorn’s hiring is part of a larger push by Welch’s to become a “more nimble, consumer-focused organization,” a press release said. As part of this rationalization plan, Welch’s merged its brand development department with its product, packaging and process innovation departments. More companies are abandoning the traditional CMO appointment in favor of other roles that encompass the changing needs of product development and driving growth.
“Welch’s is a brand built on trust, quality and purpose, and we are entering an exciting new phase of growth,” Talma said in a press statement. “Andrew’s leadership and proven track record of innovation and brand building will help us move with greater agility, deepen our relationships with consumers, and unlock the next chapter of our brand’s potential.”
During Utke’s tenure, Welch’s underwent a rebrand in 2024 to broaden its image beyond grapes. The revamped positioning was strengthened by expansion into areas such as canned cocktails and sugar-free juices.
Welch’s marketing also took a different approach from what Utke previously described as a “stable” strategy. CPGs have embraced more experiential activations, such as speakeasies and rosé trucks, targeting Gen Z and millennial consumers. Utke also oversaw Welch’s recent shift from an agency of registration (AOR) model to engaging agencies based on the needs of different segments within the portfolio.
“In the traditional sense, an AOR is going to have an agency that takes care of all the business and will work together for many years,” Utke told Marketing Dive in an interview earlier this year. “The way we see it now is fit for purpose.”
