CROPP’s Executive Director of Marketing came to us in July of 2011 from the east coast. If anyone had told him he’d end up in Wisconsin, he would have said they were crazy. Then he came to visit.
“When I first came here, I was blown away by the people, the co-op’s mission, and the incredible possibilities,” Goldstein says. “It’s fun to market products people get excited about and engage with. It’s fun to communicate with them and make them feel great about this brand that they love, because a good brand is like a friend.”
A seasoned marketing communications professional in the consumer packaged goods sector, Goldstein previously served as vice president of marketing at Kiss My Face, and held marketing roles at Dr. Pepper Snapple Group with brands such as Snapple and Mott’s, as well as at The Boston Beer Company, brewer of Sam Adams beers.
From CROPP's headquarters in La Farge, Wisconsin, Goldstein now oversees a team of more than 55 marketing professionals for the cooperative, which realized $715 million in 2011 sales and is 1,658 farmer-owners strong.
“Most people go to work every day to try and generate more profits without care for the planet, people or its creatures,” Goldstein says. “At CROPP, we work to make a difference in the world for our farmer-owners, our consumers and the planet. To play a key role in this mission is not something I take lightly. I am fully committed to building our brands and preserving CROPP’s future.”