Coregeo, the fresh produce marketing specialists behind the Pink Lady apples and Tenderstem broccoli brands, has appointed a new marketing manager, Michelle Toft, to help further boost awareness and sales of both brands.
Ms Toft will be responsible for consumer and trade marketing for both Pink Lady and Tenderstem, with a particular focus on retail marketing and partnerships.
According to Coregeo, her role will include managing the experiential marketing, digital, advertising and public relations agencies retained by the group to promote the brands, as well as developing and maintaining strong relationships with retailers that stock Pink Lady and Tenderstem.
'Coregeo has a great track record for pioneering fresh produce brands: Pink Lady is the leading apple brand with 8.6 per cent share (by value) of total UK apple sales and one of the most instantly recognisable fresh produce brands in our supermarkets, while Tenderstem® has grown at 25 per cent year on year since its introduction to the UK market in 2002,' said Ms Toft.
'I’m keen to help build the premium positioning of these brands even further and in turn help us reach our Pink Lady and Tenderstem sales targets for 2011 and beyond.'
Ms Toft brings with her over 15 years' experience in marketing and product management from various roles, including five years as marketing manager for Horticulture Australia, a not-for-profit, industry-owned company that works in partnership with Australia's horticulture industries to invest in research, development and marketing programmes that provide benefit to industry and the wider community.
Her professional expertise includes strategic marketing, brand development and building, supply chain management and communications strategy.
Andy Macdonald, managing director of Coregeo, added: 'We're delighted to welcome Michelle to the team and are confident that her previous experience running successful campaigns for a variety of fruits (apples, pears, pineapples, passion fruit and grapes) at Horticulture Australia and her passion for marketing will enable her to help take both the Pink Lady and Tenderstem brands from strength to strength.'
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