Welch’s Introduces Andrew Hartshorn as Chief Brand and Innovation Officer
Welch’s, the renowned farmer-owned company known for its Concord grape products, has appointed Andrew Hartshorn as its new chief brand and innovation officer. This newly created role became effective on Oct. 15, following the departure of Welch’s former CMO, Scott Utke, who led the company’s marketing efforts for over four years. Welch’s has decided not to hire another CMO, as Hartshorn’s responsibilities will encompass those duties.
Hartshorn will take charge of Welch’s merged brand development and innovation teams, with the goal of accelerating the introduction of new ideas to the market and enhancing brand storytelling. With 25 years of experience in the food and beverage industry, Hartshorn has previously held senior leadership positions at PepsiCo, Danone, and most recently, Nature’s Way, where he served as CMO for nearly three years.
Earlier this year, Welch’s appointed Cees Talma, the former CEO of Nature’s Way, as its new chief executive, succeeding Trevor Bynum. Talma is recognized for his ability to align purpose with performance and is tasked with leading Welch’s into the next phase of evolution.
Welch’s recent strategic shift aims to make the organization more agile and consumer-focused. As part of this initiative, Welch’s has consolidated its brand development and product innovation units. This move reflects a broader trend in the industry where companies are reevaluating traditional CMO roles in favor of positions that address evolving needs in product development and growth strategies.
Talma expressed excitement about Welch’s growth trajectory, stating, “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.”
During Utke’s tenure, Welch’s underwent a rebranding effort in 2024 to expand its image beyond grapes. This strategic shift was reinforced by diversifying into products like canned cocktails and zero-sugar juices. Welch’s marketing approach also evolved under Utke’s leadership, moving away from a more traditional strategy to embrace experiential activations targeting Gen Z and millennial consumers, such as a speakeasy and rosé truck.
Utke highlighted Welch’s transition from an agency of record (AOR) model to a more flexible approach based on the specific needs of different segments within its portfolio. This shift reflects a trend in the industry towards a more adaptable and purpose-driven agency structure.
In conclusion, Welch’s strategic appointments and rebranding initiatives signal an exciting new phase for the brand, focusing on innovation, consumer engagement, and growth opportunities. The company’s emphasis on agility and purpose-driven marketing sets the stage for continued success in the competitive food and beverage landscape.