The Better for You Frozen Treats brand appoints the Kroger veteran to further brand trust, mobilize industry peers, and petition government agencies in the name of its mission to make healthy options more accessible
November 15, 2024, Austin, TX – GoodPop, the brand on a mission to clean up classic frozen treats, announces the appointment of natural foods veteran Holly Adrien as the brand’s first Director of Engagement & Advocacy.
In this role, Adrien will lead GoodPop’s advocacy efforts centered on labeling transparency and deepening consumer engagement with the overall goal of making it easier for US families to choose healthier options in an increasingly complicated landscape. In service of this mission, she’ll focus on collaborating with industry partners and like-minded better-for-you brands to create a coalition focused on holding the FDA’s new front of pack labeling regulations to higher standards — a crucial aspect of making healthier foods more accessible for a wider range of consumers.
“It is an honor to join the GoodPop team in their mission to do good. I’m thrilled to lead Engagement and Advocacy and leverage my background working with brands to better incorporate consumer insights and help build a stronger, more accessible natural food industry. Amidst an increasingly crowded and complicated landscape, our goal is to elevate and clearly communicate higher industry standards.”-Holly Adrien, Director of Engagement & Advocacy
Holly Adrien is a strategic and passionate leader with over 20 years of consumer research, analytics,merchandising and retail experience, most recently as the Natural and Organic Strategy and Innovation Manager for The Kroger Co. She began her career executing innovation research for CPGs at BASES (now part of NIQ), before joining The Kroger Co. Her 18+ year career with The Kroger Co. started within custom analytics at dunnhumbyUSA/84.51°, where she held various roles working with CPGs and Kroger to utilize customer data to inform strategy before transitioning to Kroger Merchandising. Within merchandising, she held multiple roles including overseeing the Baby department, and eCommerce Business Manager, leading the HBC/Baby/Candy/Pet/Non-Edibles team for Kroger.com and Vitacost.com, before driving strategy and innovation of Natural and Organic for the enterprise, a key growth driver for the organization. Adrien was named a Top Women in Grocery in 2020, NOSH Notables in 2023, multi-time New Hope Natural Products Expo NEXTY Judge, Pitch Slam Judge, panel contributor for Natural Product Expos, NOSH Live and Planet Forward, among others.
Adrien’s background in consumer insights and engagement, product analytics and merchandising, and industry innovation and mentorship make her a natural fit for amplifying GoodPop’s category-leading standards, building brand trust and equity, and driving industry-wide change. Her work will strengthen GoodPop’s relationship with core consumers, the food industry, and broader communities, with the ultimate ambition of becoming the most trusted food brand in the U.S.
“At GoodPop, we’re committed to making it easier for families to make good choices at the grocery store. Deepening our advocacy work is key to that mission. Holly is one of our nation’s most trusted advocates for organic food, leading the way for the category at the country’s largest grocery retailer. We’re incredibly grateful to have her leading our advocacy efforts, ensuring that we’re paving the way for better, cleaner choices for the next generation.”- GoodPop Founder and CEO, Daniel Goetz
Adrien joins GoodPop’s team on the heels of the brand’s 15th anniversary. Her appointment underscores GoodPop’s commitment from day one to create not only better for you products, but a better for you world. Adrien will report to GoodPop’s Director of Brand Marketing, Kristi Kliella and started on November 11th.
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