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Joe Flannigan’s nearly 30 years in the food industry features what many marketers would consider an ideal career path: increasingly responsible marketing positions with several well-respected corporations, part owner and managing partner of a fast-growing beverage business, and now an independent marketing consultant focused on the packaged goods industry. 

Joe has generated over $450 million of incremental sales for Ocean Spray, Tropicana Products, Dole Food Company and Sun Diamond Growers. "My career in the food business has afforded me the opportunity to work on many significant brand initiatives with hundreds of very dedicated and talented people," noted Joe.

A graduate of Loyola University in Chicago, Joe served six years as an officer in the United States Army Reserve. He began his career in marketing with Ocean Spray, where he served in various sales and brand management capacities over a five year period. 

While at Ocean Spray, Joe developed and successfully introduced Pink Grapefruit Juice Cocktail and subsequently directed the national introduction of cranberry drinks in single serve aseptic packaging. He also initiated the development of Cranberry Raspberry drink, one of Ocean Spray’s most successful flavor extensions.

Joe’s beverage career includes a two year stint at Tropicana in Bradenton, Florida as Vice President of Marketing where he introduced the Twister Light line and directed overall growth of the Twister brand to over $200 million in sales. 

Perhaps Joe’s most notable marketing accomplishments came during his nine year tenure at Dole Food Company, San Francisco, where he rose to the level of Vice President of Marketing with P & L responsibility for the $450 million packaged fruit and juice business in all U.S. channels.

Joe directed the development and successful national rollout of Dole chilled and frozen 100% pineapple juice and pineapple blends, which were subsequently sold to Seagrams’ Tropicana division for $285 million.

Upon leaving Dole, Joe joined Sun Diamond Growers in Pleasanton, California as Vice President of Operations for their Sunland Products division where he lead the acquisition of a New Mexico pecan company to support new retail and industrial markets. Joe also introduced a new line of Sunsweet Canister Dates, capturing 80+% national distribution and the number one brand share position.

In September 1997, Joe and four partners acquired the underdeveloped Mauna La’i tropical juice brand from Ocean Spray. "Mauna La’i was a fantastic opportunity for us to build a viable niche in the very competitive beverage industry," recalled Joe. 

In fact, Joe and his partners grew the three-flavor juice business over 60 percent to almost $30 million in sales in three years. This impressive growth lead Mott’s, Inc. to acquire the Mauna La’i business in July 2000, thus accelerating Joe’s planned transition to an entrepreneurial lifestyle. 

"Packaged foods sales and marketing has been my professional passion for almost 30 years. Now I can apply my major brand marketing experience to specific consulting opportunities in the food industry."

Joe’s most recent consulting assignment was with Fresno-based Premier Valley Foods, where he orchestrated the development and launch of a complete line of fortified dried fruit products. The Del Monte® line of Prunes/Dried Plums, Raisins and Cut Fruits, each enriched with 20% of the Reference Daily Intake (RDI) of Calcium and Vitamin C, was introduced in October 2001 at the Produce Marketing Association’s Fresh Summit in Philadelphia.

Joe resides in Walnut Creek, California with Chris, his wife of 25 years, and two sons. He can be contacted at 925-939-9945 or via e-mail at jfmaunalai@earthlink.net.