2023 Women in Produce: Cecilia Flores Paez
Editor's Note: The Packer’s 14th annual Women in Produce issue honors eight industry leaders who play pivotal roles in the success of their own organizations, as well as the produce industry as a whole. Read about this year's other honorees at the end of this story.
Cecilia Flores Paez’s passion for produce is electric.
As head of marketing, North America, for T&G Global Ltd., she spearheads consumer marketing for Jazz and Envy apples with an energy and enthusiasm that sparks produce consumption.
Originally from Argentina, Flores Paez has blazed an international career path in market development, portfolio management and innovation for multinational organizations, such as Coca-Cola. Having developed brands in Latin America and the South Pacific, she came to the U.S. in early 2020 to join T&G Global, where she brought her international experience and a strong CPG background to the marketing of Jazz and Envy apples.
The Packer recently sat down with Flores Paez to chat about the source of her passion for produce and what’s next for the savvy marketer with more than two decades of experience in global marketing.
The Packer: What first drew you to the produce industry?
Flores Paez: I was attracted by the opportunity to reignite interest and drive higher adoption of better-for-you products. Since I was a child, produce has always fascinated me. Not only as my favorite food choice, but also as the confluence of color, taste, health and nutrition — an all-in-one multisensory experience that boosts my mood one bite at a time.
What excites you most about your role with T&G Global?
Leading change and having a positive impact in improving people’s nutrition, as well as inspiring them to eat more fruits and ultimately to build healthier habits. I also enjoy working in an industry with significant social impact and a strong connection to the land.
This is a job that excites me every day. As I look at new and dynamic ways to stimulate consumption and drive interest for our brands, I see lots of opportunity to make produce more relevant and attractive to break through the consumer marketing clutter.
You bring so much passion to your work with Envy. What have been some highlights of your journey with the brand?
I am privileged to work with a beautiful brand, celebrating the best of nature and promoting a delicious high-quality product. I am surrounded by a group of talented individuals with a strong commitment and dedication to our mission. I am also able to bring my passion, creativity and positive outlook to build a strong and resilient business.
The way I feel about the Envy brand comes from the belief that sensory experiences from produce can actually motivate an outcome, which in this case is getting people to realize they can eat something healthy, tasty and enjoyable for an overall feeling of wellness. Being part of an industry that delivers on an experience and the purest enjoyment of food is really a motivator for me.
While some highlights include the awards and sales results, most significantly, it’s seeing people in the stores shopping for Envy apples.
What’s next? What do you hope to achieve with Envy, and where do you hope to take the brand?
Creating exciting new ways for people to discover and enjoy this amazing apple and making it a household brand — an intuitive choice as well as an apple recognized by name and by its highly appealing campaigns.
I am committed to drive the brand forward and generate high levels of trials. Envy raises people’s expectations of an apple. It delivers on quality, which in turn ensures we drive loyalty and repeat purchase. Together, with the best in the category across the supply chain, I am confident we can lead the way and reignite the category to grow per capita consumption.
What’s a core — no pun intended — value that has helped shape and guide your career?
Vision and creativity in shaping a bigger, better future for my family, the products and the communities where I operate. I am forward-thinking, resilient and positive by nature. Nothing really daunts me, so I thrive in challenging and complex environments.
Provoking change is super important because we all want to get people to eat more fruits and veggies more frequently. That’s the challenge and complexity that I enjoy. Starting with something small and making it bigger, better and more beautiful is also rewarding. It is a proud moment when I see the success of one single tactic escalating and amplified to be seen or heard and enjoyed by many people.
So, it’s the industry and the oneness of nutrition, taste and color — the multisensory experience — that is a perfect fit for me. I find that I’m galvanizing people behind this vision and this idea that even something simple and beautiful like an apple can give you a moment of happiness.
More 2023 Women in Produce honorees
- Lilly Garcia — Texas International Produce Association
- Melinda Goodman — FullTilt Marketing
- Pallavi Joyappa — Emerald Packaging
- Natalia Merienne — Avocado Queen / Anye Produce
- Martha Montoya — Agtools Inc.
- Tamara Muruetagoiena — International Fresh Produce Association
- Raina Nelson — Westfalia Fruit USA
