The 2023 Packer 25 — Jen Sanchez
Editor’s note: The following profile is from the 2023 Packer 25, our annual tribute to 25 leaders, innovators and agents of change across the fresh produce supply chain. (You can view all honorees here.) This feature has been edited for length and clarity.
Jennifer “Jen” Sanchez — Vice president of marketing, Sun World International
In writing a “recipe” for success in your role, what do you consider the most important ingredients?
The first ingredient would be a passion for what you are trying to accomplish. This passion drives me to work through any challenges or roadblocks to achieve the outcomes we are looking for.
The second ingredient would be a dedication to collaboration. My role and my team interact with all departments within Sun World as well as with our licensees, retailers, vendors, partners, media agencies and consumers. With all the various stakeholder groups we interact with, we must find ways to communicate information clearly, streamline processes, look for opportunities to work together in new ways, and ensure we collaborate with each other.
The third ingredient would be support. To be successful in my role you must build a network. As with collaboration, you must develop connections with others who will support and advise you as work to reach your goals and the goals of the organization. You must, in turn, find ways to support those around you. Checking in on others and offering help are so valuable in building a strong network of support at every level of your career.
The final part of the recipe is to understand that no one is alone in their career journey. There are people in your company and in the industry who support you unconditionally, people who challenge you, people who guide you, and of course family and friends who are usually behind the scenes to help you through the rough days and celebrate your successes on the good days.
What excites you the most about the future of the fresh produce industry and the work that you do?
From when I started in the fresh produce industry over 20 years ago, I have seen immense changes in how we grow, market, and sell fresh produce. As an industry we are continually finding new ways to engage with consumers through partnerships with each other and with retailers, wholesalers, distributors, etc. Consumer trends are always changing, and so it is up to our industry to do the research, have the discussions and develop the plans to build excitement and engagement. Seeing the results of the work our industry has done to date is incredibly exciting and rewarding.
One of the innovative and exciting ways that Sun World is approaching this opportunity is through our Autumncrisp brand green seedless grape global marketing campaign. We have developed a fully integrated campaign to build awareness with the trade community as well as with consumers in-store, online, through social media platforms and influencers, and consumer events.
The elements of this marketing campaign were developed to support the efforts of our over 2,500 growers and more than 125 marketers as they carefully grow and market Sun World’s proprietary varieties and consumer brands like Autumncrisp.
I am thrilled to see the consumer response and see glimpses of how this campaign and campaigns like this can change consumer shopping trends and create excitement for fresh, healthful products. I love what I do and am excited to see how our industry continues to grow and change in the coming years.
More about Jen Sanchez
Jen Sanchez has more than 20 years of experience in the fresh produce industry with roles in marketing, sales, and category management.
As vice president of marketing at Sun World, Sanchez works cross-functionally to bring new varieties and brands to life through the development and execution of compelling marketing and communication strategies. She also oversees trade and consumer communication through trade shows, events, sales materials and social media. Jen works closely with external agencies to ensure that Sun World’s vision and goals will be achieved throughout the marketing and research campaigns.
Sanchez is working to complete her doctorate in business administration with a focus in marketing at Liberty University. She holds a bachelor’s degree and an MBA from Azusa Pacific University.
