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Score 66 - On the Brink: Bowery Farming hires first CMO to lead expansion plans
In efforts to increase the brand's reach and educate potential consumers about its health mission, Bowery Farming has hired its first CMO, former Starbucks exec Katie Seawell. Seawell spent 15 years with Starbucks as a retail operations SVP, leading the team to open the Italian market, per Produce Grower.
Bowery has enlisted this marketing head to lead the company on a mission to expand its produce nationally. Both Seawell and Cugini have experience expanding markets: together, they will focus on making more connections with retail partners and distribution channels to further leverage the brand.
In addition to spearheading all marketing efforts, Seawell will work with the agriculture science team to study consumer produce trends, so agencies who are interested in working under her leadership may need to tote consumer produce insight in order to stay ahead of the competition.
Bowery calls itself "post-organic" because, while it is grown inside 365 days a year in a plant near NY, it is careful to not use pesticides, herbicides, agrochemicals or insecticides of any kind, according to CNBC News. Sellers who can get this product in front of health-conscious millennials will want to reach out. Agencies who can spread the good word and educate consumers about sustainable agriculture will have the best chance at landing this account.
Bowery has reportedly raised $27.5 million in funding to build indoor farms across the U.S., with hopes to sell produce in restaurants and grocers across the nation. Although the initial investments were considered first round capital, Bowery has also received funding from several well known chefs such as Jose Andres, according to CNBC. Grab those spending dollars, sellers.
Sellers -- Contact Bowery to get insight about its spend plans: ask about channels it plans to utilize and periods in which it plans to spend the most. The audience, as stated, is most likely going to be millennial, although I have a suspicion this product will appeal to Gen X parents (momvertising skew) and even ecologically-conscious Gen Zers, as well. However, remember the initial market will function mostly B2B through restaurants and grocery stores.
Agency readers -- If you have experience soliciting the importance of fresh produce and can appeal to professional B2B markets, reach out; a CMO hire is the number one harbinger of an agency relationship development. Eventually, Bowery will require assistance to reach more consumers who shop at grocery stores throughout the U.S., particularly organic franchises such as Trader Joe's. Keep this company on your radar.