Welch’s, the iconic brand known for nurturing families through the goodness of real fruit, has announced the appointment of Andrew Hartshorn as Chief Brand & Innovation Officer, effective immediately. In this newly created role, Hartshorn will lead the company’s combined Brand Development and Product, Pack & Process Innovation teams, strengthening Welch’s ability to bring new ideas to market faster and tell more powerful brand stories.
“Welch’s is a brand built on trust, quality, and purpose and we’re entering an exciting new phase of growth,” said Cees Talma, President and CEO of Welch’s. “Andrew’s leadership and proven track record in innovation and brand building will help us move with greater agility, deepen our connection with consumers, and unlock the next chapter of our brand’s potential.”
Hartshorn brings more than 25 years of experience driving innovation and commercial success across global food and beverage businesses. Prior to joining Welch’s, he held senior leadership roles at PepsiCo, Danone, and most recently Nature’s Way.
“I’m honored to join Welch’s at such an exciting inflection point,” said Hartshorn. “For generations, Welch’s has stood for authenticity and goodness, driven by the family farmers that own the business. Together, we’ll build on that legacy to create innovations that inspire and nourish families around the world.”
This leadership appointment underscores Welch’s commitment to becoming a more agile, consumer-driven organization. By uniting brand development and innovation, the company aims to streamline collaboration, speed decision-making, and strengthen its pipeline of breakthrough products and experiences.