Expert Opinions

Every two weeks here on the Pavone food blog we’ll take some time to chat with some of the people working behind-the-scenes (or very much in the spotlight) of today’s food and beverage marketing industry. We had the opportunity to speak with Ernie Pinckney, special plants coordinator at Turkey Hill Dairy or, as he’s affectionately known by Turkey Hill fans, “The Einstein of Ice Cream.” In this Q&A, Ernie, a seasoned veteran in the dairy business, offers opinions on ice cream trends, R&D and those special tips he uses to maintain his weight while working with an indulgent product like ice cream!

Q: How long have you been in the ice cream business?

A: I’ve had the privilege of working in the dairy and ice cream business for 50 years. I grew up on a dairy farm and decided that I enjoyed the manufacturing side of the business versus the producing side of the business, so I went to college for my dairy science degree.

Q: What is your primary role at Turkey Hill?
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We had the chance to speak with Lou Romano, marketing manager for Yuengling and Son, Inc. In this Q&A, Lou, an industry veteran, shares his thoughts about what trends are hot in the beer industry, his proudest moments working for America’s oldest brewery and what beer he is drinking if Yuengling isn’t on tap.

What’s the best part about working for Yuengling?

I am part of brewing history!  I get to work closely with two brewing icons Dick Yuengling and Dave Casinelli, on a daily basis. Not many people can say they get to impact the day-to-day business for the oldest American brewing company – that is the best part of working for Yuengling.

What are some trends you are seeing in the marketing industry?

The importance of social media.  As marketers we know that we need to be a part of this world, especially if you want to reach the Millenials.  I am proud of our progress in this area. We also have four different websites, which are interconnected but help tell specific stories about our brands: yuengling.com, chesterfieldsociety.com, porterworthy.com and classiclager.com.  Read more...

Today’s interview is with Stephanie Simek of the National Watermelon Promotion Board (NWPB), who has the pleasure of promoting what is arguably the tastiest fruit in the produce aisle. In this chat, Stephanie discusses the perception of watermelon as a “summer fruit,” how the new USDA dietary guidelines are making her job easier, and her grandmother’s use of Facebook.

What is your primary role at the National Watermelon Promotion Board?

As of last year, I became the director of PR & social media. This role was created so we could spread our messages to the ever-growing social media universe via our What About Watermelon blog, but also stretch into the realms of Facebook, Twitter and YouTube. While social media is a main focus, traditional media and PR outreach are still very important. We just distributed our 2011 press kit features our new watermelon recipes and carvings, health information, newest watermelon research as well as a library of wonderful new watermelon lifestyle imagery.

Is social media relevant for commodity boards like the NWPB?  Read more...

We recently had the opportunity to speak with Alec Sivel, VP of marketing at Utz Quality Foods. In this Q&A, Alec, a marketing pro in the snack industry, offers her opinions about why social media is working for Utz, why food fortification continues to be a hot topic and why she loves working for one of the fastest growing potato chip companies that is still family-owned and operated.

Q: Where did you go to school?

A: I went to Johns Hopkins in Baltimore, MD, and majored in psychology and minored in sociology.

Q: How did you decide to get into advertising?

A: I wanted to be in marketing/advertising since I was a kid. The study of human behavior fascinates me, especially how marketing can influence that behavior. In psychology you study the art of ‘the individual mind’ and in sociology, it’s the art of ‘groupthink’…both of which work together to formulate a person’s final decision. See where studying rats in a college lab can get you!

Q: Where were you before you landed at Utz?

A: I was at a number of large advertising agencies in Baltimore, New York City and Philadelphia. Actually Utz is my first ‘client-side’ job, and back in my hometown, which I’m very happy about.  Read more...

Q: What is your background?

A: I cut my teeth in the criminal justice system, but I have always been interested in the public policy arena. My career began in the York County District Attorney’s Office and progressed to the PA DUI Association, a statewide nonprofit organization in Harrisburg, Pennsylvania.  After seven years with the association, I took a job as the first director of the Bureau of Alcohol Education at the Pennsylvania Liquor Control Board and was there for 12 years. I enjoyed this position because we were building upon the agency’s focus to prevent alcohol problems by changing the environment in communities and specific populations. Programs and policies were created to address the root causes of alcohol misuse. This included collaborative work with the hospitality industry, local government and higher-education institutions. As a result, our team created comprehensive education and prevention programs to support the citizens of the Commonwealth of Pennsylvania.

Q: How long have you been at the National Alcohol Beverage Control Association (NABCA)?  What is your primary role?  Read more...