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Los Angeles-based Pressed Juicery has named Michelle Peterson chief marketing officer the company announced Wednesday.

Pressed Juicery names Michelle Peterson as chief marketing officer

The former General Mills executive will spearhead growth for the pressed-juice brand

Los Angeles-based Pressed Juicery has named Michelle Peterson chief marketing officer the company announced Wednesday. Peterson will be responsible for enacting and marketing the company’s mission, to “make high-nutrition a realistic option for everyone,” according to a company release.

“We're excited to welcome Michelle to the team to help us elevate and broaden our approach to how we reach and serve our customers,” Pressed Juicery CEO Pawan Kalra said in a statement. “Her experience with brand building, customer engagement, innovation, and health and wellness will support our mission to make Pressed Juicery more accessible to all consumers.” 

MichellePeterson_01.JPGIn this role, Peterson will spearhead marketing, consumer insights, creative and innovation to grow the nearly 2,000-unit brand while also making it more approachable to new and existing customers, according to the company.

Peterson previously served as the global brand president of Holiday Inn Express for Intercontinental Hotel Group and as vice president for LifeSpa. Before that, Peterson was an executive in brand management for supplier General Mills, where she led the transformation of both the Betty Crocker and Pillsbury brands for 15 years.

“I’m so excited to lead the evolution of the Pressed brand, guide our innovation and build a consumer-centric focus across the organization,” Peterson said in a statement. “We are a brand of choice for health and wellness consumers, particularly at a time when it is most needed.  The future is bright as we reimagine the brand and continue to make it accessible and delicious to follow a plant-forward lifestyle.”

The chain sells cold pressed juice, wellness shots and healthful food items like chia pudding, acai bowls and ice creams.

Contact Holly at holly.petre@informa.com

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