The Produce Marketing Association (PMA) has named Lauren Scott as its lead staffer for istrategic marketing efforts, as it looks to increase demand for fresh fruits, vegetables and floral.
Scott has 20 years’ experience in consumer goods marketing, innovation, and brand management and joined PMA this week as the Association's chief marketing officer.
“Earlier this year, the PMA leadership established marketing as a strategic priority to drive the concept of ‘marketing as a discipline’ throughout the industry. Lauren will lead that in two ways,” said PMA chair-elect John Oxford, who headed the PMA marketing task force that recommended this path for the association. “First, she will continue to execute on common industry demand creation activities like eat brighter!, FNV and Fresh Takes. Second, she will lead the effort to provide our members with education and tools around consumption-driving marketing.”
“We are thrilled to have Lauren on board,” said PMA president Cathy Burns. “Lauren will work with our members to build even greater demand for their products by implementing recommendations from PMA’s Marketing Task Force.”
Reporting to Burns, Scott will be responsible for global strategic leadership to increase consumer demand for fresh produce and floral products through association and industry marketing initiatives, and she will also establish and work with a volunteer Marketing Committee to guide strategy.
“The opportunity to serve such a dynamic industry with incredible growth potential excites me,” Scott said. “Bringing both traditional and innovative marketing strategies to drive PMA members’ product sales to new heights is an opportunity I embrace. I look forward to working with PMA members and staff, and I’m particularly excited to meet members at Fresh Summit in Orlando.”
