USPB Makes Changes in Marketing Department to Better Leverage

USPB Makes Changes in Marketing Department to Better Leverage

When the new fiscal year begins for the United States Potato Board on July first, one change will be the merging of the USPB’s Domestic and International Marketing Departments. USPB Chief Marketing Officer John Toaspern shares more details
Toaspern: “So the staff from both sides will now be working on both the international and domestic marketing program.”
This merger will gain efficiencies however, Toespern shares the most important aspect of the change.
Toespern: “We think there will be a greater chance to leverage program ideas — even something as simple as photos, recipes, materials, nutrition research — all those things being produced in all the markets. Now will have a better and easier flow between the domestic and international program. That’s the number one reason.”
In the past marketing roles were assigned by potato product — fresh, frozen for example. In July, current staff will move to work in various marketing segments — retail, consumer, ingredients. Toespern has been recently named the Chief Marketing Officer. He adds that while there are some new roles they are in the processing of hiring for, the current team of managers will remain in place and have roles both domestically and internationally.
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