Campbell Appoints Peter Foyston General Manager, Greater China
Foyston, 45, joins Campbell from Chiquita where he was Vice President and General Manager for Asia. He was responsible for Chiquita's entry into the Chinese market, as well as developing new business opportunities in the Asia Pacific region.
13/02/09 Campbell Soup Company announced the appointment of Peter Foyston as General Manager, Greater China. He will be responsible for building Campbell's business in the region and will oversee operations in China, Hong Kong and Taiwan. Foyston will be based in the company's Greater China headquarters in Shanghai and report to Campbell's President, Emerging Markets, Chris Delaney.
China is the world's largest soup market by consumption, where people eat an estimated 320 billion servings of soup annually. This equates to more than 241 servings of soup per capita, with nearly all of it being homemade.
Campbell launched its "Swanson" broth brand in Guangdong province, China, in October 2007 and expanded to the Shanghai market in November 2008. Guangdong province has a total population of approximately 32 million. Shanghai has 18 million residents and an affluent middle class. Campbell's research indicates that 72 percent of the Shanghai population eats a bowl of soup every day.
Foyston, 45, joins Campbell from Chiquita where he was Vice President and General Manager for Asia. He was responsible for Chiquita's entry into the Chinese market, as well as developing new business opportunities in the Asia Pacific region. Prior to that, Foyston spent 15 years with Procter & Gamble in China, where he was most recently Acting General Manager, Greater China, Baby Care. Prior to that, he was Marketing Director, Greater China, Baby Care. During his time in these roles, Foyston helped firmly establish Pampers' position as the market leader and built profitable businesses in Taiwan and Hong Kong. Foyston also worked for Procter & Gamble in Germany and Canada.
Delaney commented: "Peter brings significant insight in consumer packaged goods and in operating in China. He combines an engaging leadership style, strong experience in China and a proven track record of business performance."
In China, Campbell has supported the "Swanson" line of broths with an integrated marketing campaign, including television advertising and an extensive sampling and education program in residential, commercial and in-store locations. Campbell has achieved solid brand awareness of the "Swanson" line, with awareness exceeding 75 percent in Guangdong province.
Foyston said, "This is an exciting time to join Campbell. The company is committed to expanding its business in new markets as part of its strategy to make its products more broadly available. Campbell has a portfolio of leading brands and on-trend products with strong growth potential. I look forward to building upon the good work already underway in Greater China."
Foyston earned his bachelor of commerce degree with honors from Queen's University in Canada and his M.B.A. from Amos Tuck School of Business at Dartmouth College.
Foyston succeeds Ian Smith who returned to Campbell's World Headquarters in Camden in the role of Vice President, Business Development, North America Soup, Sauces and Beverages.
