The Wheat Foods Council (WFC) reaches out to fitness, health and nutrition professionals, educators, supermarket and retail dietitians, health-conscious consumers, media, chefs, cook and others as part of its mission to help increase awareness of wheat foods as essential components of a healthful diet.Members of the WFC include grain producers, millers and bakers, baking suppliers, life science companies and cereal manufacturers. The Council develops sound educational and promotional nutrition programs that reach fitness, health and nutrition professionals, opinion leaders, media, and consumers.The WFC is the source for everything about wheat and wheat food nutrition, from the latest news and research, trending topics, tips, recipes, and more.

Provide clients with marketing strategies that deliver significant increases in volume and profit and exceed client expectations by looking beyond the limitations of the traditional fresh food marketing playbook and designing a strategic, innovative new game plan grounded in consumer and retail insights. Enlisted a network of all-star associates with extensive experience in fresh food marketing and packaging, which are drawn on uniquely, depending on each client’s individual business needs. This business model creates the utmost efficiency while enabling the deepest marketing bench strength available in the fresh food industry. Core competencies of the consultancy include:• Strategy development to help clients identify the drivers of long-term value creation and make the critical choices to implement them. • Identify unmet needs and position new offerings, or reposition current offerings, in high-potential white space that gain traction and deliver sizable rewards.• Communications that break through to truly propel product sales rather than “me-too” executions of the tactic du jour that frequently are only more noise in a sea of sameness.• Retail and shopper marketing initiatives and partnership programs.• Analytical review of clients’ current situation and products, with insights and recommendations for future strategy, marketing programs and products.

The Christmas Tree Promotion Board enhances the value and demand for cut Christmas trees creating and increasing opportunities for growers, importers and others in the industry through implementing promotion, research and education programs.

Recruited as a highly experienced and successful food marketing CEO to lead and build Avocados From Mexico as a world-class marketing agency to grow the category and propel the AFM brand. Directed all functions of AFM, its $36 million annual budget and provided leadership to the organization. Developed strategy to target AFM’s campaign and promotion program investments to the opportunities with the most upside potential.

Recruited to lead international marketing organization for $6 billion US potato industry. Executed successful USPB turnaround by driving organizational change, developing a new strategic plan underpinned by business, market and consumer intelligence and analysis, investing in opportunities with the greatest upside potential, accomplishing measurement and alignment of the strategy utilizing the Balanced Scorecard methodology, delivering visionary leadership and insightful communications. Managed $20 million annual budget and a staff of 50+ marketing professionals with offices in 11 countries.

Member of national executive management team for new $80 million US beef industry marketing program. Developed and implemented strategies that opened new markets, created innovative products, new marketing initiatives and increased sales. Responsible for design and development of business and marketing programs, Board of Directors leadership, consistently and successfully delivered a positive impact, and growth. Member of national team that developed and implemented the BEEF. It's What's for Dinner® campaign. Led policy advocacy and key relationships with IL General Assembly and IL members of Congress. Selected to team that opened Japanese market for US beef exports.