Welch’s Appoints New CMO
CONCORD, Mass., May 28, 2014 — Welch’s, the world’s leading marketer of Concord and Niagara grape-based products, today announced the appointment of Tom Dixon as Chief Marketing Officer. Most recently, Dixon was Vice President and General Manager for the Schwan Food Company’s Frozen Pizza Division. Leading brands like Freschetta, Red Baron and Tony’s, Tom delivered growth by revitalizing products and expanding into new segments.
“As a family-farmer owned business, Welch’s has been delivering the goodness of the grape to adults and children alike for generations,” says Dixon. “I’m excited to become part of this iconic brand with such a rich heritage and a portfolio of family favorites. I’m looking forward to continuing Welch’s tradition of bringing consumers nutritious and delicious products.”
Headquartered in Concord, Massachusetts, Welch’s has been delivering the health benefits of the Concord grape to consumers for more than 140 years. Welch’s 100% Grape Juice is made with Concord grapes, grown in North America by 1,000 family farmers, that are picked at their peak and pressed into juice within eight hours of harvesting. And, years of research suggest that, thanks to that distinctive grape, Welch’s 100% Grape Juice helps support a healthy heart.
“Tom brings a wealth of innovation expertise and relationship-building experience with consumers to Welch’s,” says Brad Irwin, Welch’s President and Chief Executive Officer. “We’re thrilled to have him on board to take our current products to new heights and to bring the delicious and healthy Concord grape to more people and places with new offerings.”
With Schwan’s, Tom helped revitalize the pizza business by repositioning iconic brands like Red Baron and Freschetta, including launching new advertising and bringing consumer driven innovation like gluten-free pizza to market; these efforts helped to grow profits and increase market share. Tom also brings extensive consumer brand leadership expertise from prior roles with Kimberly Clark Corporation, Coors Brewing Company and General Mills, Inc. Tom holds a Bachelor of Science in Political Science/Management from the United States Air Force Academy; a Master of Arts in Political Science from Howard University; and a Master of Business Administration in Marketing from the Kelley School of Business at Indiana University.
Headquartered in Concord, Massachusetts, Welch’s is the processing and marketing subsidiary of the National Grape Cooperative. Welch’s is owned by 1,000 family farmers across America and in Ontario, Canada, who make up this cooperative and who grow the delicious and inherently healthy Concord grape used in Welch’s juices and other grape-based products. Welch’s is committed to research and development that will meet the growing demand for products that address consumers’ health and nutrition needs. Welch’s products are sold throughout the United States and in approximately 50 countries around the globe. Welch’s is an Equal Opportunity Employer-Minorities/Female/Disabled/Veterans.