- Served as the China representative for the Committee until its dissolution in 2024.
- Led the introduction of U.S. cranberries to the China market.
- Conducted pre-market research to establish baseline metrics for consumer awareness, consumption, and industry utilization.
- Developed and implemented creative, evidence-based educational and promotional campaigns targeting both consumers and industry stakeholders.
Introducing American Cranberries to China
MZMC led the introduction and long-term promotion of U.S. cranberries in China through research-led education and market campaigns.
Work Scope
Outcomes
- Increased awareness of cranberries among urban Chinese consumers from under 4% in 2013 to 55% in 2015, with continued growth to 74% by 2024.
- Managed a USD 2 million marketing budget.
- Established a high-profile partnership with Hey Tea, a premium Chinese tea chain.
- Supported significant growth in cranberry applications across bakery, beverage, snack products, and home cooking, contributing to increased U.S. exports.