In an industry rooted in tradition and long defined by commodities, Beth Atkinson-Keeton is proving that the secret to growth isn’t just in the soil; it’s in the story. As the founder and owner of Elephant House PR, Atkinson-Keeton is leading a high-stakes shift from focusing on “what we grow” to “why it matters,” helping legacy brands find their voice in a digital-first world.
The Packer: The produce industry has historically been defined in terms of commodities rather than brands. As the head of Elephant House PR, how do you help grower-packer-shippers find their unique voice in a highly competitive marketplace?
Atkinson-Keeton: The biggest shift we focus on is moving clients from “what we grow” to “why it matters.” Commodities don’t create loyalty; brands and stories do. We dig into what makes a brand distinct — whether that’s generational farming heritage, innovation, flavor or purpose — and translate that into messaging that resonates with both retailers and consumers. When you connect those stories to real shopper behavior and category insights, you stop competing on price and start building preference — and that’s where brands win.
Agriculture is an industry deeply rooted in tradition. What has been your biggest challenge in convincing legacy produce companies to adopt modern PR strategies, and is that mindset beginning to change? Are produce companies increasingly embracing the power of influencers/brand ambassadors, social media, etc.?
The biggest challenge has been shifting the mindset from “this is how we’ve always done it” to “this is how shoppers are discovering and making food choices.” For a long time, PR in produce was very trade-focused, and while that’s still critical, it’s no longer enough on its own. The good news is that mindset is absolutely changing. We’re seeing more companies embrace influencers, registered dietitians and consumer media — not as a nice-to-have but as essential to driving demand. The brands that are winning are the ones showing up where consumers already are and telling their story in ways that feel relevant and human.
How important is authentic storytelling and finding the “right” brand ambassadors? How does Elephant House PR make these connections to get produce brands in front of a receptive audience?
Authenticity is everything. People can spot a forced partnership instantly, and when that happens, the message gets lost. The goal isn’t just reach; it’s resonance. We’re incredibly intentional about pairing brands with voices who genuinely align with their product, whether that’s a dietitian who can speak to health benefits or a creator who naturally uses the product in their everyday life. Because we manage hundreds of influencer and RD partnerships each year, we’ve built a network that allows us to match brands with the right storytellers — people who don’t just promote a product but actually make others want to try it.
As we look toward the rest of 2026 and beyond, what do you see as the “next big thing” in produce PR and marketing?
The next big shift is the integration of storytelling with measurable retail impact. It’s no longer enough to generate buzz; you have to connect that buzz to sales, merchandising strategies and shopper behavior. We’re also seeing a major opportunity in positioning produce as part of broader lifestyle conversations with health, convenience, culture and even entertainment. The brands that win will be the ones that stop thinking of themselves as ingredients and start acting like lifestyle brands, showing up across multiple touchpoints with consistent, compelling narratives.
Tell us about the name Elephant House PR. What does it mean to you?
The name comes from a few different places that all tie back to how we approach PR. I’ve always had an affinity for elephants — the way they move in connected, supportive tribes — and that’s very reminiscent of how great PR works. It’s relationship-driven, collaborative and built on trust over time. Elephants also never forget, and that’s exactly how we think about storytelling: The goal isn’t a fleeting moment; it’s creating something that sticks.
We also like to say we help brands become “the elephant in the room” — the ones everyone is talking about, in the best way possible. And House represents how we show up for our clients. We’re not an outside vendor. We’re an extension of their team, building something together. At its core, Elephant House PR is about creating brands that break through the noise and stay top of mind.
Learn more about The Packer’s 2026 Women in Produce honorees:
- Hilary Craig — director of produce category management, Misfits Market
- Brenda Haught — co-CEO, Creekside Organics
- Danelle Huber — senior marketing manager, CMI Orchards
- Gwen Jackimek — senior director of sales, avocados, Fresh Del Monte; chair, Hass Avocado Board
- Bianca Kaprielian — co-CEO, Creekside Organics
- Erin Mittelstaedt — CEO, The FruitGuys
- Dina Newman — founder, KC Black Urban Growers
- Jonna Parker — vice president of fresh foods group, Circana
