Sweet potato grower-exporter Scott Farms has unified the marketing and brand management programmes across its European and American operations in order to create one global brand.
The move will be spearheaded by new head of group marketing, Natasha Stonebridge, who returns to the company on 2 March after five years of working in an unrelated sector. Stonebridge was responsible for founding the 'Love Sweet Potatoes' campaign concept, which saw Scott Farms focus on growing consumer awareness of the brand.
The North Carolina-based company is a fourth-generation farming business, which expanded into the UK in 2006 under European marketing arm and subsidiary Scott Farms UK.
CEO Stan Smith said the brand has a more rustic image in the UK and Europe, and this is something that will now be coordinated across the wider group in order to consolidate the message to consumers.
“Unifying the brand shows that we are now a truly international and global brand. It is part of our ongoing commitment to the consumerisation of Scott Farms,” he said.
The news comes as Scott Farms prepares to open the doors of its new $7.2m (£4.8m) packhouse, located in Wilson County, in North Carolina.
The facility, which the company says is the best of its kind in the world, will be able to handle 22 SKUs, compared to six catered for by the previous facility.
Smith added: “This investment shows we are serious about staying at the forefront of the industry.”
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