VALENCIA, CA - To bolster its already excellent team, Sunkist Growers has recently announced the promotion of Cassie Howard to the role of Director of Category Management.

“I got my start in category management when it was just getting formally introduced to fresh produce,” said Cassie Howard. “The numbers [in the data] are like puzzle pieces. You can have all of these ideas around what you think is going on with a certain category, but with the numbers behind it, you can see real solutions to the ever-changing consumer behavior.”

Howard’s new role will require her to stay on top of consumer trends as they relate to Sunkist citrus categories, packaging solutions, and benchmarking opportunities for partners of the cooperative.

“Packaging options can change the category. It’s rewarding to see our partners have success with something I recommended, and it’s fun to be able to see them grow alongside Sunkist,” Howard added.

Howard will have the job of enriching Sunkist’s entire category growth using industry data, while the company’s marketing department absorbs the category management team.

“Cassie has been a key player in developing fact-based business solutions for our retail and foodservice partners,” said Christian Harris, Chief Operations Officer, in a press release. “While category management is a familiar concept at retail, Sunkist is putting an increased emphasis on this expertise and value-added service to support our partners in delivering the best offering for their consumers. In Cassie’s role, she has the important job of analyzing industry data from multiple sources to help our partners make better business decisions that grow our citrus categories. The number of Sunkist customers requesting category management support has more than doubled, and we’re answering the call with the build-out of this capability. It makes sense to put additional resources behind the program.”

As the company evolves the way it approaches category management, it is crucial that the right individual is in place to man, or woman, the helm, and Howard seems to be the perfect fit.

“The plans and insights that category management provides go hand-in-hand with the marketing solutions we offer,” Mark Madden, VP Marketing and Global Licensing, commented. “We are excited to celebrate Cassie’s accomplishments and to officially welcome her to the marketing arm of Sunkist. She brings a wealth of knowledge and key insights, keeping Sunkist innovative and adaptable to current trends.”

Howard is a California native, and holds a Bachelor’s degree in Business and a Master’s degree in Business Administration from California State University, Fresno. Some of Howard’s greatest passions (besides produce) include cross-stitching, traveling with her husband, and exploring the outdoors. Howard also participates in charitable work, making blankets for the Valley Children’s Hospital in Fresno.

We at ANUK wish Cassie success in her new role.

Sunkist Growers