Dean Foods announced a new head of its organic dairy brand Horizon Organic, according to BusinessWeek
The company named former Kellogg Co. executive Blaine McPeak as president of the unit, which is part of the company’s WhiteWave Foods division.
McPeak most recently served as president of Kellogg’s wholesome portable breakfast and snacks division. He has also served as the leader of the company’s frozen foods division. McPeak was also general manager of Kellogg’s subsidiary Kashi Co.
“Blaine’s ability to lead organizations throughout evolution and growth helped him deliver strong results throughout his career …” Dean Foods Chief Executive Officer Gregg Engles said in a statement. “With this experience he will have a strong impact on Horizon Organic.”
McPeak earned both his bachelor’s degree in journalism and his marketing MBA from the University of Wisconsin.
Boulder, Colo.-based WhiteWave Foods is a subsidiary of Dallas-based Dean Foods. WhiteWave produces dairy products under the Horizon Organic, Silk, Rachel’s Organic and International Delight brand names.
For details on McPeak’s role at Horizon Organic
, WinmoEdge spoke with WhiteWave Foods’ director of communications, Molly Keveney.
As president of Horizon, McPeak will be in charge of the unit’s marketing, product development, sales and brand expansion.
He reports to Chief Executive Officer of WhiteWave, Joseph Scalzo, and will not begin at the company until March, Keveney said.
Horizon Organic targets “organically inclined” mothers with children aged six and under. To reach this audience, the company runs advertisements in publications like People, Real Simple and Child magazines, Keveney said.
We were told the company also targets its core audience of organic consumers by advertising in Mother Jones and Sierra Club magazines.
Keveney said Horizon Organic has not done television marketing in the past because in doing so, it would generate more demand than it could supply.
“We are running into greater supply this year,” she said. “So we can get more creative and aggressive with marketing.”
Keveney told us that Horizon Organic works with Boulder-based Sterling-Rice Group for print work; Chicago-based Ketchum handles the brand’s public relations and Grey Interactive handles Web-based needs.
“We’re always interested and open to hearing from firms that can help us expand our business,” she said.
According to Nielsen Monitor-Plus, Dean Foods spent about $200,000 on measured media in 2005. About $100,000 went to outdoor advertising and about $70,000 on spot television ads.
Although Horizon may have its hands full with agencies, Keveney stated that the company is always open to outsiders. Firms that can further the brand through promotions or sponsorships should definitely make introductions in coming weeks. McPeak should be eager to hear from firms that can make a memorable debut for Horizon’s TV spots.
WhiteWave Foods Company
12002 Airport Way
Broomfield, CO 80021
President, Horizon Organic
President & Chief Executive Officer, WhiteWave Foods