Valencia, Calif.-based Sunkist Growers has promoted Cassie Howard to director of category management.
“Cassie has been a key player in developing fact-based business solutions for our retail and foodservice partners,” chief operations officer Christian Harris said in a news release. “While category management is a familiar concept at retail, Sunkist is putting an increased emphasis on this expertise and value-added service to support our partners in delivering the best offering for their consumers. In Cassie’s role, she has the important job of analyzing industry data from multiple sources to help our partners make better business decisions that grow our citrus categories.”
Sunkist has seen a significant increase in demand for collaboration in that area.
“The number of Sunkist customers requesting category management support has more than doubled, and we’re answering the call with the build-out of this capability,” Harris said in the release. “It makes sense to put additional resources behind the program.”
The company also announced that the marketing department is absorbing the category management group.
“The plans and insights that category management provides go hand-in-hand with the marketing solutions we offer,” Mark Madden, vice president of marketing and global licensing for Sunkist, said in the release. “We are excited to celebrate Cassie’s accomplishments and to officially welcome her to the marketing arm of Sunkist. She brings a wealth of knowledge and key insights, keeping Sunkist innovative and adaptable to current trends.”
Along with analyzing industry data, Howard will be tracking consumer trends related to citrus, packaging trends and more.
“I got my start in category management when it was just getting formally introduced to fresh produce,” Howard said in the release. “The numbers [in the data] are like puzzle pieces. You can have all of these ideas around what you think is going on with a certain category, but with the numbers behind it, you can see real solutions to the ever-changing consumer behavior.”