Welch’s Appoints Andrew Hartshorn as Chief Brand and Innovation Officer
Welch’s has announced the appointment of Andrew Hartshorn to the newly established role of chief brand and innovation officer, effective as of October 15. This decision comes following the departure of Welch’s CMO Scott Utke, who led marketing at the farmer-owned company for over four years. Welch’s has decided not to hire another CMO, with Hartshorn taking on those responsibilities.
Hartshorn will be leading the combined brand development and innovation teams at Welch’s, with a focus on bringing new ideas to market quickly and enhancing brand storytelling. With 25 years of experience in the food and beverage industry, Hartshorn has previously held senior roles at PepsiCo, Danone, and most recently, Nature’s Way where he served as CMO for nearly three years.
Earlier in July, Welch’s appointed Cees Talma, former CEO at Nature’s Way, as its new chief executive, succeeding Trevor Bynum. Talma’s leadership is aimed at aligning purpose with performance and driving the next phase of evolution for Welch’s.
Welch’s shift towards becoming a more agile and consumer-centric organization is exemplified by the consolidation of its brand development and innovation units. This move reflects a broader industry trend of companies rethinking traditional CMO roles to better address evolving product needs and growth strategies.
“Welch’s is a brand known for trust, quality, and purpose, and we are poised for significant growth,” said Talma. “Andrew’s expertise in innovation and brand building will enable us to connect with consumers more effectively and unlock the next chapter of our brand’s potential.”
During Utke’s tenure, Welch’s underwent a rebrand in 2024 to expand its image beyond grapes, introducing products like canned cocktails and zero-sugar juices. The marketing strategy also shifted towards more experiential activations, such as a speakeasy and rosé truck targeting Gen Z and millennial consumers.
Utke also oversaw Welch’s transition away from a traditional agency of record model to a more flexible approach of working with agencies based on specific portfolio needs. “The way we look at it now, it’s fit for purpose,” Utke explained.