John Toaspern, the Denver-based board’s vice president for international marketing, will become chief marketing officer and head the new department, according to a USPB news release.
The new structure will go into effect July 1. The board’s administrative committee approved it Jan. 10.
“The USPB Administrative Committee made the decision to combine both departments to improve the utilization of the many programs and messages which have bearing on domestic and international market development,” USPB’s president and chief executive officer, Blair Richardson, said in the release. “They believe U.S. potato growers will gain a better return on their investment through the synergies that will be created.”
Toaspern, who joined the board in 1999, said he was honored board members put their trust in him.
“We have had a great deal of success in the international markets, but this will be a much greater task,” Toaspern said in the release. “However, we have an amazing staff at the USPB who truly understands the marketing of potatoes, in addition to a great team of agencies, consultants and international representatives that are more than up to the task.”