Ocean Spray taps former Coca-Cola exec to lead international expansion

Owned by 700 cranberry farmers in the US, Canada, and Chile, Ocean Spray branded products (i.e. beverages, Craisins dried cranberries, sauce and fresh fruit) are available in 100 countries worldwide. 

In her new role, Li will be focused on expanding into new geographies and bringing a greater variety of Ocean Spray products to international consumers as part of the company’s ongoing goal to raise awareness for cranberries’ associated health benefits.

Prior to Coca-Cola, Li was global director Stella Artois & Beyond Beer at Anheuser-Busch InBev, held Gillette & Venus brand management roles at Procter & Gamble, and advised leading corporations and private equity firms on strategy and acquisitions with Bain & Co.

“Whether with Coca-Cola, AB InBev, P&G, or Bain, I have been building iconic brands, entering new markets and channels, employing a variety of go-to-market business models, and launching innovative products that both meet unique local consumer needs and expand categories,”​ Li told FoodNavigator-USA.

“I see enormous potential in further expanding Ocean Spray’s global footprint.”

“Celina is a deeply experienced executive that has accelerated global consumer businesses through transformative strategy, category expansion, brand modernization, breakthrough innovation and geographic expansion. She brings an established track record of market-leading growth, which will be instrumental in guiding our global teams and executing strategy,”​ said Tom Hayes, president and CEO at Ocean Spray.

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